广告中的非遗传播研究——以中国广告长城奖、公益广告黄河奖为例

Core Viewpoint - The integration of intangible cultural heritage (ICH) into contemporary advertising has gained momentum, with advertising acting as a catalyst for the commercialization and industrialization of ICH, thereby promoting its protection and revitalization [2][3][4]. Research Background - Since 2019, there has been a notable rise in ICH-themed advertisements, reflecting a growing public interest and discussion around ICH, driven by the national trend of "Guochao" (national tide) [2][3]. - Advertising serves as a bridge between supply and demand, helping to clarify the needs of ICH and stimulate its market entry, thus facilitating the transition from products to commodities [4]. Literature Review - Research on the intersection of advertising and ICH is limited, primarily consisting of case studies that focus on specific cultural elements rather than a comprehensive analysis of ICH in advertising [5][6]. - The existing literature can be categorized into three main directions: marketing strategies for specific ICH projects, the role of advertising in ICH protection, and the practical implications of ICH in advertising education [6]. Research Methodology and Design - The study analyzes award-winning advertisements from the China Advertising Great Wall Awards and the Yellow River Awards from 2006 to 2021, focusing on the use of ICH elements [7]. - A total of 191 advertisements incorporating ICH elements were identified from a sample of 3,424 award-winning works, providing a comprehensive overview of ICH in advertising [7]. Trends in ICH Usage in Advertising - The proportion of advertisements using ICH elements has shown an upward trend, particularly from 2019 to 2021, coinciding with the rise of national cultural pride [9][10]. - In the Yellow River Awards, the use of ICH elements has remained relatively stable, maintaining a 10% to 20% share, with a focus on traditional festivals and cultural themes [10][12]. Categories of ICH Usage - Folk customs dominate the use of ICH in advertising, followed by traditional crafts, traditional arts, traditional drama, and folk literature [15]. - The advertising industry frequently utilizes folk customs related to traditional festivals, which serve as significant marketing opportunities [16]. - Traditional crafts are presented in various forms, emphasizing their cultural significance and craftsmanship in both commercial and public service advertisements [17]. Evolution of ICH Usage in Advertising - The use of ICH elements has diversified, transitioning from a focus on state-sponsored initiatives to a broader engagement by commercial brands across various sectors [19][20]. - The presentation of ICH in advertising has evolved from simple representation to innovative and interactive formats, reflecting changes in media and consumer engagement [21][22]. Forms of ICH Presentation in Advertising - ICH and brands are increasingly coexisting, with brands integrating ICH into their identity and marketing strategies [22]. - Commercial brands are leveraging ICH to enhance their image and appeal to modern consumers, often through collaborations and innovative product offerings [26][27]. - Short-term collaborations with non-profit organizations and commercial brands are becoming common, highlighting the cultural and social value of ICH [30][31]. Summary and Outlook - The increasing collaboration between brands and ICH is fostering a mutually beneficial relationship, enhancing brand identity while promoting the cultural significance of ICH [35][36]. - The future of advertising will likely see continued innovation in the integration of ICH, as brands recognize its economic potential and cultural value, leading to a more vibrant and sustainable ICH ecosystem [36].