【摘要】 在消费社会视角下，二十四节气作为中华民族的文化瑰宝，其文化属性与消费社会的符号性在诸多方面达成价值契合，并在商业广告这一载体中实现商品的消费转化。当前，二十四节气元素在商业广告中的呈现，主要是将节气的时间属性、气候特征、民俗元素嫁接到商品之上，并结合多元传播形式刺激商品消费转化、助力品牌价值跃升及推动优秀文化传播。在未来，广告创意团队还可通过深挖非遗文化哲思、开发创意表达及形成周期宣传方式，更大程度实现为商品“赋值”“增值”“创造环境”的功能，从而推动文化传承成为消费社会运转中不可或缺的一部分。更多还原

【Abstract】 From the perspective of consumer society, the 24 solar terms, as a cultural treasure of the Chinese nation, have achieved value alignment with the symbolic nature of consumer society in many aspects, and achieved consumption transformation of goods through commercial advertising. The current presentation of the 24 solar terms elements in commercial advertising mainly involves grafting the time attributes, climate characteristics, and folk elements of the solar terms onto the products, and combining them with diverse forms of communication to stimulate the transformation of product consumption, helps brand value leap, and promotes the dissemination of excellent culture. In the future, advertising creative teams can further achieve the functions of “assigning value”, “adding value”, and “creating environment” to goods by deeply exploring the cultural philosophy of intangible cultural heritage, developing creative expression, and forming periodic promotion methods, thereby promoting cultural inheritance to become an indispensable part of the operation of consumer society.更多还原