包括价值观念、思维方式、理想人格、道德情感、礼仪风俗和文学艺术观念等内涵的中国传统文化，
是中华民族生存和发展的灵魂，它深刻影响着国人的各种行为活动。广告的变化发展自然也深受传统文化的影响。广告本身是一种文化现象，无论广告人在创作策划广告时，还是受众在接受广告信息中，无不渗透着传统文化的影响。传统文化渗透于广告的具体内容和形式之中。当然，任何事物都有两面性，传统文化也是这样，传统文化的积极因素和消极因素既可促进现代广告的发展，也可对现代广告起阻碍作用。研究传统文化与现代广告的关系，有助于我们更好的利用传统文化发展现代广告，同时进一步发展与扬弃我们的传统文化。并在此基础上走本土化和国际化相结合的道路，创作出优秀的国际广告、打造自己的国际大品牌。
【关键词】传统文化；民族特色；国际化；现代广告
【Abstract】 Include values， ways of thinking， the ideal personality， moral sentiments， customs and etiquette， such as literary and artistic connotations of the concept of traditional Chinese culture， the survival and development of the Chinese nation's soul， it is a profound impact on the activities of people of various acts. Changes in the development of advertising naturally by the impact of traditional culture.Advertising itself is a cultural phenomenon， both in creative advertising planning advertising or audience information in an ad， all permeated with the influence of traditional culture. Traditional cultural infiltration in the advertising of specific content and form. Of course， everything has two sides， the same way traditional culture， traditional culture of the positive factors and negative factors that can promote the development of modern advertising， it can hinder the role of modern advertising effect.Research on traditional culture and the relationship between modern advertising， helps us to better use of traditional and cultural development of modern advertising， and abandoned at the same time to further develop our traditional culture. On the basis of localization and internationalization of taking a combination of roads， to create a good international advertising， to build their own international brand.
【Key words】Traditional culture; national characteristics; international; Modern Advertisement.
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