广告中的拟态环境是指广告为引导消费,通过大众传播媒介所塑造的超真实的、仿真的媒介环境。广告创意的过程就是建构拟态环境的过程,同时又是对传统文化传承和创新的过程。广告、拟态环境与传统文化之间密切相关,广告通过建构拟态环境,展现它的文化内涵,创新和引导文化的发展。因此,努力以传统文化的精华为根基,不断汲取外来文化的优秀元素,同时吸纳时尚文化,来彰显传统文化的时代特色,积极承担创新传统文化的社会责任,是今天广告发展的积极方向。此外,对于在广告中存在的一些对传统文化误用、曲解的问题认真分析和反思,以求为发展和创新传统文化有所贡献。 Mimicry in advertising refers to the advertising as a guide to consumption through the mass media, created by the ultra-real, simulated media environment. Advertising creative process is the process of building a mimicry environment, but also the process of heritage and innovation of traditional culture. Advertising, mimicry environment and traditional culture are closely related between ads through the construction of mimicry environment, to show its cultural connotation, innovation and guide the development of culture. Therefore, it is a positive direction for the development of advertising today that we should strive to take the essence of traditional culture as the foundation, continue to learn the excellent elements of foreign culture, absorb the fashion culture at the same time, demonstrate the characteristics of the times in the traditional culture and actively assume the social responsibility of innovating the traditional culture. In addition, some serious misunderstandings and misinterpretations of traditional culture that exist in advertisements are carefully analyzed and reconsidered in order to contribute to the development and innovation of traditional culture.