文化在未来世界中将起重大作用。毋庸置疑，世界正在进入一个冲突和对抗时期，其特点是“各种文化和文明的大冲撞。”
加拿大著名的文化学者D﹒保罗•谢弗（D﹒Paul Schafer）在他的一部《文化引导未来》（CULTURE:BEACON OF THE FUTURE）的著作中，阐述了他关于文化的一个核心观点：“最终，一切归于跨越门槛进入一个文化时代，并把文化视为引导未来的灯塔。”文化在高度全球化的今天，扮演着越来越重要的角色。
作为基于商品经济基础上的现代广告，要想生存和发展必须把握好文化脉搏，这是时代的特征。本文首先探讨民族文化运用在广告中的重要性，接着分析广告根植于民族文化以及文化价值观的指导作用，随后分析了民族文化在广告中的表现方式和存在的问题，最后提出了一些在广告中运用民族文化元素所要重视的一些方面，进而希望能够对当下的广告活动以及文化活动有一些建设性的观点。
关键字：广告；民族文化；元素；观念
Abstract
Culture in the future will play a major role in the world. Needless to say, the world is entering a period of conflict and confrontation, characterized by "a variety of cultures and civilizations of the big clash." Famous cultural scholar D. Canada Paul • Schafer (D. Paul Schafer), in his a " culture: beacon of the future " (CULTURE: BEACON OF THE FUTURE) writings, expounded his culture, a core point: "In the end, all attributable to cross the threshold into the a cultural era and the culture as a beacon to guide the future. "a culture in a highly globalized, playing an increasingly important role.
As a commodity-based economy based on modern advertising, in order to survive and develop must grasp the cultural pulse, then the characteristics of the times. We first explore the cultural importance of the use in advertising, then analyzes the advertising culture and cultural values rooted in the guiding role of national culture in the subsequent analysis of the performance of ad approach and problems, and finally made some in the advertising cultural element in the application of some aspects of attention should be paid.
Key words: advertising;culture;element;concept
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