Benevolence And Filial Piety Culture In The Film Advertisements Application Studies

In the circumstances of rapid developing economic and significant trend of Globalization, advertising, as a kind of cultural product, not only delivers the goods’ using information, but also spreads and civilize a way of life as well as values. In the whole world, cultural competition has risen to a country’s strategy already, and represents its national soft power. Modern advertising, as an innovative business, which is always in the forefront of social fashion, ought to shoulder the burden of Chinese traditional cultural renaissance.Therefore, with the object of benevolence and filial piety, and the sample of<IAI China advertising works Yearbook>in film advertisement and the sample in film advertisements, the research makes a systematic arrangement about the usage of the Chinese traditional culture as benevolence and filial piety in the film advertisements in the last11years to summarize its current development and analyze this type of advertisements’specific performance and characters by combining the quantitative and qualitative method. The study has found that the film advertisement of benevolence and filial piety has the characters of universality, the manifestation pattern of lifestyle and feeling have combined together, using the unique sound effects apply colors to a drawing atmosphere, parent-child combination is getting younger and also found the different types of the advertisement will show different characters in the film advertisements of benevolence and filial piety. At the same time, the study also expounds the development of the benevolence and filial piety in the film advertisements in the last11years. Nowadays, with the developing rapidly economic and the impact of globalization, Chinese traditional culture of benevolence and filial piety is likely to be inherited but at the same time, its profound cultural connotation has been dispelled gradually. Aiming at the similar problems in the evolution of the advertising development of the inheritance of national culture, this study gives some advices and suggestions.Our research hopes to have a further study about the Confucian culture in nowadays advertisement application which will do benefits to the Chinese advertising topic study of Chinese traditional culture. And its conclusion obtained from the national culture in the process of advertising communication strategy will provide reference for our country’s advertisement design. Finally, through the research, we can have a more in-depth mining the Chinese culture and to carry forward our traditional culture.