The Interaction Between The Traditional Culture Of Decorum And Customs In China And The Activities Of Modern TV Advertisement

The traditional culture of decorum and customs which fuse the intrinsic energetic cultural feature and the external material culture element, is the most demonstrative and expressive cultural form of the traditional culture in China. And it's also influence the activities of modern TV advertisement which belong to the identical cultural system to be far. The cultural anticipation psychology and the fixed prejudice pattern in the social group member consciousness structure were formed by the long influences subtly from the traditional culture of decorum and customs in china, construction four barberries to the TV ad audiences' information receive: the selectivity to expose, the selective attention, the selectivity to understand and the selectivity remembered. Based on this, the audiences' behavior on receive and accept the ad information is limited by the traditional culture of decorum and customs in china. Meanwhile, for the dissemination effect and economic efficiency on advertisement, the each link of the "micro cycle" in the modern TV ad activity—the advertisement sponsor, the advertisement company and the advertising media—is the social culture individual and the organization, with it communication society be precisely the society which its own locates. Therefore, both the ad activity participant individual and its organization, even the cultural environment which their institute constructs together, they are naturally following the traditional decorum and customs culture standard.In other words, the cultural characteristic of the traditional decorum and customs culture "production" an exchange and communication cultural platform for the participant in the modern TV ad activity, which is the "typological" decorum and customs culture symbols of the elements. Furthermore, it influence the each dimension on the modern TV ad activity—advertisement staple product or the service, the brand as well as the enterprise culture establishment from this; advertisement company work performance, creativity activity and medium strategy implementation; advertising media mark environment construction; the advertisements are accepted the numerous information with consumer behavior practice and so on.At the same time, the medium characteristic of the modern TV ad that spanning space and time, union sound and image made it play the unprecedented positive role in traditional decorum and customs culture inheritance with the development—both to developed the good and discard the bad on the existing traditional decorum and customs culture, and dynamic innovated has had the time significance the new decorum and customs culture element.Although as a social structure's member, the ad activity participant's behavior receives the social culture system's restriction, and its ad activity is objectively beneficial to the inheritance on traditional decorum and customs culture, but what needs to pay attention is because of the utilitarian original intention in advertisement, both the ad sponsor' dissemination and the ad company' use of the traditional decorum and customs culture is fragment and limited. Therefore, "creative destruction" is the most realistic portrayal which performance the reaction on the activities of modern TV advertisement to the inheritance of tradition decorum and customs culture in China.