Research On Chinese Traditional Culture Elements Of Online Games Advertising

Advertising has commercial and humanistic value.On the one hand,Chinese traditional cultural elements provide creative resources,and constantly enrich the humanistic connotation of commercial advertising.On the other hand,as a communication medium,advertisement has the social function of inheriting Chinese traditional culture.In the new era,under the background of cultural self-confidence,the attention of various industries to Chinese traditional culture has been significantly enhanced.However,online game advertising is a "marginal group" for the entire advertising industry.When people mentioned the online game advertisement,the first thought is the network game carrier advertisement,has neglected its own propaganda advertisement.In fact,in recent years,online game advertising using traditional Chinese cultural elements is getting better.This paper enumerates many cases to analyze the use of online game advertising on Chinese traditional cultural elements,and explore the integration of this two.The introduction includes the research background ? research significance ? literature review?research methods?research objects and innovation points of this paper.The second part uses content analysis to show the performance of Chinese traditional cultural elements in online game advertising from a macro perspective.The result of data analysis reveals that online game advertisements use more material elements than spiritual elements,including ancient novels?ancient myths?ancient Chinese architecture?garden art?clothing culture and wine culture,etc.The third part combines the cases to analyze the language? visual and auditory symbols of online game advertisement.From a micro perspective,there are three ways for online game advertisements to spread traditional Chinese culture,including its modern construction ?metaphorical skills and deep interpretation.The fourth and fifth parts point out the advantages and disadvantages.Reasonable use of Chinese traditional culture can enhance the competitiveness in the market,Chinese traditional culture can enrich the creative advertising,and the diversified forms of advertising can also increase the interest of the transmission of Chinese traditional culture.But,the problem is spoofing ? slavish copying and unreasonably allocating of Chinese traditional cultural elements.The sixth part puts forward some Suggestions.The first is to enhance the Chinese traditional cultural literacy of advertising planners;the second is to deeply understand the culture then guide the people;the third is to explore and combine Chinese traditional cultural symbols which consumers love.