Construction Of Modern Features Traditional Festivals

Chinese traditional festival contains almost all of the essence of the part of the intangible heritage, the whole nation to show an artistic talent concentrated period of time and the environment. Rich traditional festival for the normal and orderly operation of the system plays a key role in society. At the same time it allows people to survive in the real environment of happiness carried out.But traditional festivals position in the minds of people has shrunk, the vitality of traditional festivals in an increasingly shrinking. Besides, the traditional festival generated background changes, radical destruction of Western foreign holidays and the New Culture Movement after the invasion of the Cultural Revolution, but more by the market economy, especially the impact of consumerism. This should unite on holiday feelings, beliefs, spiritual solace has been commercial desalination, holiday ad has purely become a vassal of consumerism. However, advertising not only have economic functions, but also have the appropriate cultural functions and social responsibility, not just to play awful role for business. On the basis of our traditional festivals and holiday advertising based on the analysis, by analyzing the Taiwan Excellent holiday advertising case, Trying to find the path angle holiday advertising to guide people to re-focus on spiritual life meaning and significance of traditional festivals should be. And for this purpose I hope to be more three-dimensional and comprehensive protection and inheritance benefit for Chinese traditional festivals.