The Influence Of Confucian Culture On Chinese Psas

In this paper, the research object is "Confucianism" and "Chinese public service ads" relationship constructed, I had brief descriptioned the concept of moderation and Confucian culture, "benevolence, righteousness, propriety, wisdom, belief". Based on analysising the concept of the public service ads and its characteristic. I had found the self-cultivation PSAs and the Confucian "Wuchang" thought had the same pursuit,the aesthetic vision of PSAs and Confucian are similar, then discussed Confucian "Wuchang " and PSAs value isomorphic. a detailed analysis of PSAs Confucian content elements and form elements.Samples are 262 public service ads in "outstanding radio and television public service ads gallery".From six areas as following:the traditional Confucian values, the Confucian way of thinking, the traditional Confucian of moral feeling, the Confucian tradition of aesthetic taste,the Confucian cultural rituals. Use the case studies to explore the influence of Confucian Culture on PSAs.In the last, based on the problems,Made two proposals with public service advertising creative and media strategies in-depth exploration of the application, new ideas can expand development space for the creation of public service advertising. Dig connotation of Confucian cultural elements to improve the quality of creation, in the new media age,in face of favorable development opportunities, public service ads are not at this stage of the flow,and therefore we should make full use of the advantages of new media to expand its influence to improve performance. This is not only conducive to China's public service ads,but also explore creative inspiration from the rich Confucianism cultural, giving it different visual experience from Western Design System, at the same time, strengthen our sense of responsibility and mission to inherited nation's cultural, highlighting the PSAs' cultural characteristics and connotation of the times.