A Narrative Study on the Image of Filial Piety in Cross-Strait Advertising

DOI

10.2991/iccessh-18.2018.138How to use a DOI?

Keywords

cross-strait; advertising; image narration; identification; filial piety culture

Abstract

The cross-strait cultures have their own characteristics. From another perspective, the information conveyed by the advertisements for filial piety culture in Mainland China and Taiwan embodies a common cultural origin and a strong sense of Chinese culture, which has both commercial and social values. The author deeply reads a large amount of literature materials, selects and combines cross-strait representative advertising cases with the theme of filial piety culture in recent years, and explores the filial piety culture rooted in the image narration of cross-strait advertisements and the return of filial piety culture and emotions of China’s traditional virtues. It will be helpful to promote cross-strait cultural exchanges and cooperation.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Tingjin Shi
PY  - 2018/07
DA  - 2018/07
TI  - A Narrative Study on the Image of Filial Piety in Cross-Strait Advertising
BT  - Proceedings of the 3rd International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2018)
PB  - Atlantis Press
SP  - 617
EP  - 621
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccessh-18.2018.138
DO  - 10.2991/iccessh-18.2018.138
ID  - Shi2018/07
ER  -