摘要/Abstract

作为一种文化现象，公益广告是植根于所属自身所属民族文化而存在的。在我国全力对社会主义精神文明建设推动的环境下，公益公告在对社会效益追求的同时还应对中国优秀的传统文化不断继承和发扬。对公益广告来说，其文化根源正是中国源远流长的传统文化，所以在公益广告中我们时常能感受到中国传统文化元素的特色。本文主要从公益广告、中国传统文化元素相关概念及两者联系入手，对“讲文明 树新风”公益广告中传统文化元素的特色进行分析。

As a kind of cultural phenomenon, advertising is rooted in the national culture and their own existence. In our country full of socialist spiritual civilization construction to promote the environment, public announcement in the pursuit of social benefits should also excellent traditional culture of China to continue to inherit and carry forward. The public service advertising and its cultural root is a long history of traditional Chinese culture, so in the public service ads we can often feel the characteristics of Chinese traditional cultural elements. This paper mainly from the elements of traditional Chinese culture related concepts and their relation of public service advertising and, to 'speak civilization, and fostering new practices' public service ads into the elements of Chinese traditional culture characteristic carries on the analysis.