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Web of Proceedings - Francis Academic Press

Research on the Application of Traditional Culture in Modern Commercial Advertising

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DOI: 10.25236/ichamhe.2023.026


Liu Pingping

Corresponding Author

Liu Pingping


Advertising is a means of publicity that openly and widely conveys information to the public through certain forms of media for a specific need. In the tide of advertising design and international integration, the lack of creativity and the lack of inspiration are the eternal pain points for advertising workers. The Chinese nation has a long history and has formed a unique national traditional culture during its long development process, which contains rich design elements. Based on this, this article studies the application of traditional culture in modern commercial advertising, with a view to enabling consumers to experience a cultural connotation in advertising.


Traditional culture; Commercial advertisement; Application