The Classical Emotional Ties In Modern Advertising

The advertisement is a noticeable economic phenomenon in the modern economic development. The economical development is always restricted by many factors, and culture is playing the most vital role. If we further analyze and study each one advertisement phenomenon, we will also discover that the thought culture, or ideology cultural, not only affects the development and change of advertisement but also infiltrate into the actual content and form of advertisement. The advertisement relies exactly on the strength of culture to adapt to the consumers, to attract the consumers, to please the consumers so as to achieve the goal of sales promotion the commodity and gaining profit.Today our modern advertisements both are manifesting the economic characteristic and the cultural characteristic. Not only is the advertisement the carrier of commodity information, but it is also a form of culture. The advertisement is a culture, a kind of commercial culture and also mass culture. An advertisement is composed by the image, the language, the character, the sound and other essential factors, which are all influenced deeply by culture tradition of native country, thus the advertisement style and the characteristic of the country is formed. As a special cultural phenomenon of human society, the advertisement would inevitably receive the profound influence of its national culture, and, to some extent, may be regarded as a side reflection of the traditional culture. The Chinese modern advertisement, of course, is infiltrated by many unique Chinese traditional cultures such as value idea, thinking mode, ideal personality, moral emotion, etiquette custom, literary arts idea and the like. The advertising industry in our country is ancient, and also young, which needs to rely on and to depend upon the support and nourishing of the native culture.The advertising agents have already by any means possible fused mutually the advertisement, the most intense modern culture shape and Chinese traditional culture's whole and even the detail, at the same time pour the most ancient, the simplest thought mood of Chinese nation into the modern commercial advertising. The modem advertisement and the traditional culture have achieved the unprecedented integration, containing the inextricably involved classical complex traditional culture all from the manifestation to the cultural connotation, and have gotten the traditional culture brand mark deeply. The modern advertisement must collide with the Chinese inherent culture tradition and uses the Western culture for reference. Only in this way can the modern advertisement find better development opportunities.This thesis plans to begin by the modern advertisement cases to discuss the presentation of classical implication and manifestation in modern advertisements, and then analyze the possibility for modern advertisements and the traditional culture to integrate, so as to further explain the possibility for the Chinese characteristic modern advertisements.The first part discusses the integration of modern advertisement and the traditional culture from mass culture's demand, the numerous psychological need, the advertisement creation's strategy, and traditional culture's support; the second part analyzes and studies the form of classical complex manifestation-literary reference, poetry and crosstalk; the third part explores the implication of classical complex-the kinship relation, remembering past times, the humane spirit; the fourth part discusses the significance of the integration of modern advertisement and traditional culture to the present earth advertisement itself as well as to traditional culture development.