儒家思想在广告创意中的后现代主义表现

The Post-Modernism Expression of Confucius Ideology in Advertisement Innovation

中文关键词: 儒家思想  广告创意  后现代主义

英文关键词: Confucius  advertisement innovation  post-modernism

中文摘要:

      分析了儒家思想与后现代主义思想的内涵实质， 并结合当前广告发展趋势论述述了两者在现代广告创意中融合的可行性和必要性， 进而分析了将后现代主义表现手法融于儒家思想在现代广告创意中的巨大价值。在此基础上， 提出了儒家思想的 3种后现代主义表现形式： 儒家仁爱思想的后现代主义表现、 儒家慈孝思想的后现代主义表现以及儒家诚信思想的后现代主义表现。

英文摘要:

      It analyzed the essence of the Confucius ideology and post-modernism ideology. At the same time, it discussed the possibility and necessity of integration in modern advertisement innovation combined with the developing trend of modern advertising industry. Furthermore, it analyzed the great value of post-modernism integrated into the Confucius ideology. It then brought up three postmodernism manifestation of Confucius ideology: the ideology of love and charity, the ideology of filial piety, the ideology of honesty and credibility.