摘要：本论文旨在研究传统节日元素在广告中的效果应用、表现形式的应用和传统节日广告对社会的作用以及传播效果存在的问题。

　　　如今，各式的传统节日充斥着我们的生活，而广告也在我们身边无处不在。因此，传统节日元素在广告中的应用就显得相得益彰了。本论文从节日广告的创意、营销、社会作用及使用效果四个层面对其进行分析，认为传统节日与广告商品强行结合缺乏关联，且对传统节日历史背景文化的篡改会误导受众。根据这些问题，提出方面的改善建议，即内容更切合大众需要，增强传统文化传播感，扩大投入，提高制作水平，运用多种传播媒介，建立专业化的部门管理，从而达到传播效果的最佳状态。

关键词：  传统节日元素   广告   应用状况    营销    社会作用

Abstract:This thesis aims to study the tradition al elements in the advertising application, expression forms and the effect of traditional holiday advertisement on the social and existing communication problems.

　　　Nowadays, all kinds of traditional festivals are full of our life, and advertising appears in everywhere. Therefore, traditional elements in commercial application is complement. This thesis analyze from the festival of creative advertising, marketing, social function and effect four aspects, expound traditional festivals and advertising commodity forcibly combined with the lack of correlation, and the traditional festival culture history background of tampering will mislead the audience. According to these problems, put forward the improvement suggestion, make the content moere relevant to th needs,the public traditional culture communication more enhance, enlarge investment, raise the fabrication level , use a variety of media and build the specialized management, so as to achieve the best effect of communication.

Keyword：Traditional festive elements   Advertising  Application status  Marketing  Social role