传统文化符号在新媒体广告设计中的运用探索

Application and Exploration of Traditional Cultural Symbols in New Media Advertisement Design

传统文化是我国长期以来的民族精神的沉淀,反映着我国人民在长久的历史创造中的文化心理的发展历程。对传统文化进行新时代的创造,是对我国民族文化的传承,对于文化的创造性和多样性保护具有重要的意义。在新媒体广告设计中,有效的融入传统文化,已经成为新时代媒体广告发展的一种趋势。本文简要阐述了传统文化符号运用于新媒体广告设计的意义,并从符号学的角度进行展开,分析传统文化符号运用于新媒体广告设计的具体措施,并结合两个实践案例提供参考。

Chinese trabitiouae culture is the product of national spirit for a long time,reflecting the development course of culture and psychology of Chinesepcople in the long history of creation.The creation of traditional culture in the new era is of great significance to the inheritance of Chinese national culture and the protection of cultural creativity and diversity.In the design of new media advertising,it has become a trend of the development of media advertising in the new era to effectively integrate traditional culture.This pager brefly expounds the significance of the application of traditional cultural symbols in the advertisement design of new media,and analyzes the specific measures of the application of traditional cultural symbols in the advertisement design of new media from the perspective of semiotics.Finally,two practical cases are put forward to provide reference for the specific application of integrating traditional cultural symbols into new media advertising.