中国传统文化在时报广告金犊奖获奖作品中的运用分析

Analysis of the Application of Chinese Traditional Culture in the Times Golden Award Winning Works

在第十九届时报金犊奖即将拉开序幕之际,本文以收集整理的近五届参赛金银铜获奖作品中运用中国传统文化为题材的作品进行归类、整理、分析。从广告创意的ROI理论、3B理论里探索金犊获奖作品中如何结合中国传统文化,中国文化如何与产品卖点寻找切入点,从而设计创意出更好的广告作品,为第十九届金犊奖参赛起到指导借鉴作用。

Since the nineteenth Times Golden Awards ceremony is approaching,this paper tries to list,classify and analyze the application of Chinese traditional culture in those first three prizes winning works of the former 5 sessions.Based on the ROI and 3B theories,this paper discusses how the products connect with the Chinese traditional culture in the award-winning works in order to create better ads,which will offer some guidance for the works participating in the Golden award.