树立公共文化事业宣传的新理念——从台北故宫博物院影视广告看博物馆广告的文化意义

Discussion on the New Concept of the Publicizing of the Public Cultural Undertakings——Elicitation of the Advertising of the Taipei National Palace Museum

台北故宫博物院的影视宣传广告创意独特,它将馆藏精品中蕴涵的中国传统审美观念以现代时尚的形式予以体现,在荧幕上进行了一次特殊的展览。台北故宫博物院的这一做法对博物馆宣传策略的制定具有启示意义。

The film and television advertisements released by the Taipei National Palace Museum display different kinds of collection treasures via modern techniques to present or represent the traditional Chinese aesthetic concepts. This thesis analyses the modern forms of representation of the traditional Chinese euhure in the film and television advertisements of the Taipei National Palace Museum, gen- eralizes three kinds of publicizin~ strate~~, namely, the ooints of oublieizinz, effect of Dositionin~ and the use of media.