校园平面广告中的儒家礼文化浅析.doc

校园平面广告中的儒家礼文化浅析 摘 要 中国古代社会是礼治的社会，仁和礼是儒家的重要学说，仁是思想核心，礼是表征，是指导人们思想行为符合仁的准绳，其在规范中国人行为的同时，也造就了中国独特的礼文化，并深刻的影响着每一个中国人。广告的发展也有着长远的历史，现代广告迅猛发展，即使作为文化的大本营的大学校园，广告也随处可见。广告在于吸引消费者，传递商品和服务信息，进而发生购买行为，产生良好的传播效果。由于广告目标受众的文化心理对广告的传播效果起着决定性影响，所以在校园里有的平面广告即以传统文化为创意点。本文简略地诠释儒家礼学说的含义以及礼文化对中国广告的影响，其次描述了当前校园平面广告的现状，并分析其形成的原因。最后为校园平面广告的创作和发展提出一些看法。 关键字：文化；礼；仁；平面广告；创意 Abstract It is governed by Li that China is in the antique time, and both Ren and Li is the vital theory in Confucianism. Ren is the core and Li is the exhibition. Li is the standard in the Chinese daily life, and constructed China unique Li culture, while it directs the people`s behavior. Li has deeply influence on everyone in China. Advertising has the long history and the development of modern advertising is rapid. Advertising is ubiquitous, even in the school campus. The advertising aim is appealing the consumer, communicating the information of merchandise and service. Since the culture psychology has essential effect on the advertising communication for the target consumer, people in mounting member make the traditional culture as the door of advertising creation. This thesis briefly presents the meaning of Li in Confucianism, and the influence which brings to the Chinese advertising. Secondly it describes the present print advertisement in campus and reasons giving rise to phenomenon. At last, this paper proposes some suggestions for the development of advertising in print advertisement in campus. Key word: culture; Ren; Li; print advertisement; creation 目 录 一、本课题研究的背景··········································（1） 二、儒家文化与平面广告······································（1） （一）中国传统文化礼··········································（1） 1.礼的释义··················································（2） （1）礼的核心仁···············································（2） （2）礼的含义·················································（2） 2.中国礼文化·················································（3） （二）平面广告············································