电视广告语境中的传统文化认同

On traditional culture identity in the context of television advertising

文化认同是普遍存在的社会心理和现象,往往是在文化传播的过程中建构并完成的。电视广告作为当今社会重要的大众化文化传播媒体,在人们的日常生活中营造出一种文化语境。其中,传统文化是其重要内容之一。而在电视广告的创意和表现中,人们对传统文化的认同主要表现为原生态和次原生态两种文化形态。对这一问题加强探讨,有利于更好地挖掘传统文化精华,从而推进社会主义新文化建设。

Identity is the universal social psychological and social phenomenon.It is often constructed and accepted in the dissemination of culture.In today＇s society,television advertising as the main,popular culture media,creates a cultural context in people＇s daily life,where the traditional culture is its main content.While in creativity and performance of television advertisement,people＇s acknowledgement to traditional culture is mainly embodied in two kinds of culture forms——the original and sub-original ecology.Recognizing and exploring this helps mining the essence of traditional culture,innovating television advertising culture to make contribution in promoting the construction of the new socialist culture.