The Manifestation Of Chinese Elements In Chinese Advertising Ideas

As an important component part of the modern information industry, advertising has been involved in many areas including politics, economics, culture and scientific technology. Everything that faces the consumers and the masses will be disseminated in any forms of advertisement that has become a part of people's daily life. You can avoid buying tickets, paying tax or anything else, but not advertisement. As the competitive method of modern commodity economy, advertisement is disseminated and used wider and wider. In China, the modern advertising began with imitating the advertising of the West. After China's entry to the WTO, more and more foreign capital advertising companies come to China and occupy a large part of Chinese market. Facing such strong rivals, how could Chinese local advertising companies react and accept the challenge?China is one of the most historical countries with brilliant culture of the world. Smart advertisers know how to dig out the deep connection between the Chinese culture and product, establish new relationship between them and create wonderful ideas. Using local cultural elements is an important factor of a successful advertising creative idea and also a main strategy in modern advertising. Can Chinese local advertising sparkle the consumers' eyes?The basic function of advertising is to communicating with consumers. And only the advertising that approved by consumers can be successful. This essay analyzes the necessity of using Chinese traditional cultural elements in Chinese local advertisements from the angle of consumers. Consumers' psychological process of touching ads, understanding ads, knowing ads and accepting ads through feeling and consciousness is closely related to their cultural psychology and social background. Using Chinese traditional cultural elements can shorten the distance between the advertisements and the consumers. It can help the advertisers regard the consumers first and create ads in high level. But in the creation of ideas, picking and choosing Chinese elements is not random. Chinese culture has long history, abundant contents and deep historical details. Only advertisers know the deep meaning of these elements can they use them appropriate. So the Chinese traditional culture that is represented by Chinese elements must be well connected with the concept of the products and the culture of the enterprises' provoked in the ads. This requires Chinese local advertisers have good ability to finish establishing the cultural connection between the Chinese elements and the ads and create good works that represent the image of enterprise and satisfy consumers.This essay defines the range of Chinese elements and chooses some typical elements to combine with the present situation of Chinese advertising and analyze the ads' contents. This essay also analyzes the good and bad of the typical advertising cases and the advertisements of the 11^th China Advertising Festival and the 1^st International Chinese Elements Creative Ideas Competition. It compares these ads and points out that if the Chinese local advertisers want to create ads with our own features, they must depend on the brilliant traditional Chinese cultural elements. These elements need to be combined with the advertisements creatively and the artificial work of the advertisers.At last, this essay points out that whether the advertisements good or not matters the image of enterprises. Before Chinese enterprises go to the world, they must have the spirit of their own nation, which is embodied by the image in the heart of consumers. And the image is established by advertising basically. Using Chinese elements in the advertising ideas is not only the requirement of advertising itself, but also more importantly the future of Chinese enterprises. In this essay, the writer wants to find a breakthrough to help Chinese advertising ideas overcome the difficulties and hopes that the Chinese advertisers can bring the Chinese elements into full play in the development of Chinese advertising.