摘要：电视广告，通俗来说，就是一种通过电视传播的广告，是现代广告的形式之一。他可以运用话语、字符、声音、图像、动作、影视等多种手法，并同时兼顾视觉及听觉多方面感官进行推广的广告传播本文关注的问题是近年来中国传统文化元素在电视广告中的应用及影响。首先简单研究中国传统文化元素的各个组成部分，即中国都有哪些传统文化元素，分析广告的基本涵义及电视广告的特点，而后举例分析各传统文化元素的应用对广告产生的的影响。将从在哪些广告中应用、应用了哪些元素、如何应用以及应用的效果等多角度分析，最后综述中国传统文化的艺术特色以及在日后的应用中需要注意的问题和其积极意义。研究发现，现代广告创意缺乏足够的对传统文化的传承和创新，不能很好地利用中国传统的民族文化，在这一点上不如一些西方国家，不过近年来的“中国文化热”现象使得中国传统文化的传承和发展打开了一个新局面。关键词：传统文化元素：电视广告：创意Abstract:TV advertisement is a kind of advertisement which takes TVas the media and is a form of electronic advertisement.It is acomprehensive method of information dissemination,which combinesaudiovisual effect and language,writing,sound,image,action,performance and so on.This paper focuses on the application andinfluence of Chinese traditional cultural elements in TV advertisingin recent years.First of all,a brief study of the components ofChinese traditional cultural elements,that is,what are thetraditional cultural elements in China,the analysis of the basicmeaning of advertising and the characteristics of televisionadvertising,Then it analyzes the impact of the application oftraditional cultural elements on advertising.From which ads will beapplied and applied This paper analyzes which elements,how to applyand the effect of application,and finally summarizes the artisticcharacteristics of Chinese traditional culture and the problemsneeding attention in the future application and its positivesignificance.The study found that modern advertising originalitylacks enough inheritance and innovation of traditional culture andcannot make good use of Chinese traditional national culture.In thisrespect,it is not as good as some western countries.However,thephenomenon of "Chinese culture craze"in recent years has opened up anew situation for the inheritance and development of Chinesetraditional culture.Keywords:traditional cultural elements;TV advertising;creativity一、研究背景…二、中国传统文化元素.…(一)传统文化元素的简介.(二)传承传统文化的意义三、广告…88(二)受众的心理特点.10(三)广告设计（创意）的本质.10四、实例分析…(一)直接表达11五、传统文化元素的应用对广告业的意义1416参考文献…