广告设计中的文化符号化与传播商业化——基于《三国演义》的大众修辞媒介研究
Cultural Symbolisation and Communication Commercialisation in Advertising Design—A Study on the Medium of Popular Rhetoric Based on the Romance of the Three Kingdoms

应用现代媒介修辞传播发展的大众文化积极提取应用《三国演义》等传统文化元素，利用中华民族的文化认同，打造共鸣感。以《三国演义》为例的传统元素符号被大量提取，从故事的人物设定、语言、情节等方向全角度的应用于商业环境中，广告设计中用共情感构造新的商业价值，这不仅有利于大众媒介商业传播，也有利于《三国演义》为例的传统文化的“解构”价值重现。但是，由于对于文化核心内涵的把握不到位，以及大众媒介过度商业化的问题，娱乐的大众喜闻乐见的方式错误应用象征意义，成为批判反思的讨论价值。
Applying modern media rhetoric to facilitate the development of popular culture actively extracted and applied traditional cultural elements such as “Romance of the Three Kingdoms” to create a sense of resonance by utilizing the cultural identity of the Chinese race. The traditional elements of the Romance of the Three Kingdoms, for example, have been extracted in large quantities and applied to the commercial environment through character setting, language, plot, and other aspects. The new commercial value is constructed with the sense of empathy in the advertisement design. This is not only conducive to mass media commercial communication but also conducive to the “deconstruction” of traditional culture, such as the Romance of the Three Kingdoms. However, the misapplication of symbolism in an entertaining mass-pleasing way has become a subject of discussion for critical reflection due to the lack of grasp of the core connotation of culture and the over-commercialization of the mass media.