Traditional Cultural Elements in Advertising Photography: The Charm and Influence of the Dragon Tote

Abstract ∵ This paper examines the cultural significance of the dragon totem in Chinese tradition and its reinterpretation in contemporary contexts. It traces the dragon’s historical roots as a symbol of identity， imperial authority， and cultural continuity， then analyzes how advertising photography revitalizes the totem through visual immediacy and creative strategies， reinforcing cultural identity and fostering cross-cultural communication.

Keywords ： Dragon Totem ；Traditional Culture ；Advertising Photography ；Cultural Communication

I. The Current Situation of Chinese Traditional Culture

Chinese traditional culture remains a vital heritage but faces challenges from globalization and modernization. Its decline in public attention creates urgency for inheritance and innovation.

1.1 Status and Influence

Traditional culture sustains national identity， values， and aesthetics， while enhancing soft power. Yet modernization reshapes lifestyles and weakens generational engagement.

1.2 Inheritance and Protection

Safeguarding traditions requires laws， funding， and education. Schools and cultural activities should cultivate awareness， while government limits over-commercialization.

II. Totem and the Dragon Totem

2.1 Concept and Origins

Totems， symbolic emblems of kinship or belief， carry social meaning in various forms.

2.2 Status of the Dragon Totem

The dragon symbolizes courage， wisdom， and prosperity， tied to imperial power and natural forces like rain and harvest， becoming a sacred emblem of harmony.

III. Advertising Photography and the Cross-Cultural Communication of the Dragon Totem

3.1 Contemporary Expressions

The dragon remains a core symbol of unity. Modern technology and online dissemination expand its reach， ensuring cultural relevance.

3.2 Advertising Photography

Advertising photography offers immediacy， resonance， and global access. Creative visuals integrate dragon motifs with modern aesthetics， reinforcing values， enhancing international understanding， and revitalizing the totem’s contemporary influence.

References ：

[1]Dong， L. （2015）. Application of Chinese Traditional Culture in Modern Graphic Advertising Design. The Grand Stage， （10）， 55–56. DOI：10.15947/j.cnki. dwt.2015.1333

[2]Ma， J. （2004）. The Aura of Prayer and Awe： Religious Beliefs and Aesthetic Experiences of Western Ethnic Groups （I）. China Tu Ethnic Studies， （03）， 38–42.

作者简介：贾晓诺（1999.11—），女，汉族，籍贯：山东潍坊人，艺术设计学院，23 级在读研究生，硕士学位，专业：美术，研究方向：摄影