The Applied Reseach Of Tradition Elements Of Zhuang In Modern Advertisement

Nowadays, under the influence of globalization, national culture and regional culture has been impacted to some extent. How to effectively use and protect ethnic culture becomes an important topic. Zhuang nationality has a most population in all minorities in our country, who has a long history and splendid culture. Many of its culture elements still have their vitality. But, owing to lack of protection a lot of Zhuang nationality traditional culture element and skill are in danger of disappearing. There are lots methods to inherit the tradition. Advertisement is a choice. Advertisement can greatly influence modern society. It is one of the fast and most effective ways of spreading information.Therefore, this paper will take the Zhuang nationality traditional culture elements in advertisement as the research object. From the view of such multi-discipline as communication science, advertisement science and semiotics, the relationship between the Zhuang nationality traditional culture elements and advertising creative has been analyzed. In the advertising text, the meaning generation mechanism of the Zhuang nationality traditional culture elements and its application value has also been discussed.This paper first tries to define the concepts of advertisement, advertisement symbol, traditional national culture, the element of traditional national culture and the symbol of traditional national culture. The physical geographic background and human context of formation of the Zhuang nationality traditional culture has been teased as two elements, namely, material element and spiritual element. Prominent and representative ones have been listed. Secondly, According to the characteristic of the advertisement some elements in the Zhuang nationality traditional culture that are useful for advertisement have been extracted. These extractions mainly focus on the resources such as physical form, national color and cultural connotation that carried on the physical form. Thirdly, the theoretical analysis on how the Zhuang nationality traditional culture elements act on advertising communication has been carried out from the point of the view of communication, advertising and semiotics. Also, using these theories, what effects the Zhuang traditional culture elements would produce, and its meaning generation mechanism and by what way it achieves practical purpose are studied. Finally, some proposes in the use of Zhuang nationality national culture elements in advertisement have been put forward in order to make the Zhuang traditional culture elements and modern advertising fuse together well.We believe that modern audiences have not satisfied to passively accept advertising information. In the process of the spread of advertising, Communicator and audience is in a cycle system in which they code and decode with each other. Audiences’decoding process will be affected by their own living environment, living standard and education level and so on. So, in the process of encoding, use of Zhuang nationality national culture elements can make audiences easier correctly decoding to a certain extent. Zhuang nationality traditional culture elements survive in the long-term social development. Although it has a national and regional characteristic, at the same time it has relative stability. Moreover, through screening and effect on the culture, it creates additional value, namely, code value. Therefore, the value of the Zhuang nationality national culture elements in advertising not only reflects on function, but also on culture.