在现代社会,广告不仅是一种商业行为,也是一种文化现象。现代广告在传达商品信息、引导消费的同时,还作为社会文化系统的一个组成部分传播特定的价值和观念。中国传统文化源远流长,而儒家的“仁、义、礼、智、信”(俗称“五常”)作为我国传统伦理文化的核心,至今对人们的实践活动有着很大影响,既为现代广告创意提供深厚的土壤,也影响制约着广告的创意和表现。 In modern society, advertising is not only a commercial activity, but also a cultural phenomenon. Modern advertising, while conveying the message of goods and guiding consumption, also spreads specific values ​​and concepts as an integral part of the social and cultural system. Traditional Chinese culture has a long history, and the “Ren, righteousness, ritual, wisdom and faith” (commonly known as “the five permanent”) of Confucianism, as the core of traditional ethics and culture in our country, has greatly influenced people’s practical activities so far. Deep soil, but also affect the advertising creative ideas and performance.