中国传统文化内涵博大精深,包括古文、诗词歌赋、对联、建筑、曲艺戏剧、绘画书法、歇后语、灯谜、传统节日以及各种民俗等。近些年来,越来越多的电视公益广告开始运用中国传统文化元素来表达广告的内容和主题。一、中国传统文化在电视公益广告中的体现相对于电视商业广告而言,电视公益广告不以盈利为目的,主要是通过宣传某种公益观念,潜移默化地影响人们的人生观、价值观,提高人们的思想道德水平,促进社会主义精神文明建设。~①因此,电视公益广告所选择的 Traditional Chinese culture has profound and profound connotations, including classical Chinese poetry, poetry and lyrics, couplet, architecture, folk opera, calligraphy and painting, calligraphy, riddles, traditional festivals and various folk customs. In recent years, more and more TV public service ads have begun to use Chinese traditional culture elements to express the content and theme of advertisements. First, the traditional Chinese culture in television public service ads reflected In terms of television commercials, TV public service ads not for profit purposes, mainly through the promotion of a concept of public welfare, subtly affect people’s outlook on life, values, improve people The ideological and moral level, and promote the building of socialist spiritual civilization. ~ ① Therefore, the choice of television public service ads