Research On The Application Of Folk-art Elements In TV Commercials Of Tourism

This research illustrates the historical inevitability of folk culture craze from theperspective of consumer psychology under the background of globalization. This paper firstlyelaborated the basic connotation of consumption code, tourism culture and folk tourism; andreviewed the domestic and overseas research progress on folk cultural tourism in recent years.Cultural tourism is the foundation for deeply developing tourist industry; folk culturaltourism is the important component of cultural tourism. It comprehensively researched on thecultural attribute expression of advertising from the angle of cultural creativity, analyzed themultiple aspects of folk cultural tourism and explored its development rule. Then it analyzesthe cases of modern advertisement design for tourism and films in China and expounds thecoexistence of elements of traditional folk culture and modern design elements in the sameadvertisement and their innovation. The research topic also elaborates on how to improve theprofound meaning of national culture and enhance the beauty of advertisement, so as toinherit and promote traditional Chinese culture and enhance its role in the internationalmarket.This paper adopts a large number of actual cases to make analysis, integrates with theresearch approaches of images and aesthetics, and discusses the moderate expression ofelements of traditional folk culture in modern tourism and film advertisement in terms ofmanifestation mode, idea expression and aesthetic tendency. It also illustrates how to avail ofthe rich contents of traditional culture to improve the aesthetic design of tourism and filmadvertisement, enhance the market potentials of tourism culture industries and achieve goodeconomic benefits.Through the study on the design of modern tourism and film advertisement, this paperdemonstrates the richness and diversity of Chinese traditional folk arts, improves people’sawareness of intangible cultural heritage and shows its concerns about the heritage andprotection of folk arts in modern era. It carried out research on the colorful folk culture fromthe angle of tourism, film and TV ads; analyzed the status of conducting folk cultural tourism.Moreover, it analyzed the multiple aspects of folk cultural tourism, explored its developmentrule, and proposed the conceiving on its future development and application.