The Inheritance and Application of Confucian Culture in Digital Interactive Advertising Design in Southeast Asia

Abstract

Confucianism is one of the foundations of Chinese philosophy, which has a great influence on the character and temperament of the Chinese nation in the history of China, and plays an important role in the development of Chinese civilization. This paper discusses the influence of Confucianism on advertising. Advertising is an integral part of the social culture system, the advertising and advertising works and cultural characteristics of their dissemination of scientific and cultural knowledge, values and way of life, constitute a unique social and cultural landscape. We discuss the influence of Confucian traditional culture on Chinese advertising. Under the background of globalization, it is of great significance and guidance for the theoretical study of Chinese advertising and the real world to explore the influence of Confucian culture on Chinese advertising.