The Use of Traditional Chinese Aesthetics in Modern Television Advertising and Consumer Perception

Abstract

This paper investigates the impact of traditional Chinese aesthetics in modern television advertising on consumer perception. Utilizing a mixed-methods approach, the study combines qualitative content analysis of television advertisements with a quantitative survey of consumer responses. The findings reveal a significant positive correlation between the incorporation of traditional aesthetic elements, such as calligraphy, traditional music, and historical motifs, and consumer engagement. Advertisements featuring these elements are perceived as more appealing and memorable, eliciting stronger emotional responses and enhancing brand perception. The study highlights the importance of cultural sensitivity in advertising and demonstrates the potential of traditional aesthetics to create a distinctive brand image and foster consumer loyalty. The research contributes to the understanding of the role of traditional aesthetics in contemporary advertising and offers insights for marketers seeking to incorporate cultural elements into their campaigns.