伴随着全球经济的迅速发展,广告作为经济发展的重要推动力,在促进产品销售、树立企业品牌形象等方面,都扮演着越来越重要的角色。广告如何满足顾客、征服客户,如何与消费者进行实质的、彻底的沟通,作为广告构成要素之一的广告创意得到了广泛的认同和追逐。本文结合中国传统文化特点,探讨如何通过对本土广告受众固有文化价值心理,尤其是对亲情认同的实现来传递商品信息的主要目的,从而使“创意”转化成“创益”。 With the rapid development of the global economy, advertising as an important driving force for economic development has played an increasingly important role in promoting product sales and establishing corporate brand image. How advertising meets customers, conquers customers, and how to communicate with consumers in a substantial and thorough manner, advertising creativity as one of the elements of advertising has been widely recognized and chased. Based on the characteristics of Chinese traditional culture, this article explores how to convey the main purpose of commodity information through the realization of the inherent cultural value of local advertising audience, especially the realization of family recognition, so that “creativity” can be converted into “Chuangyi”.