The Expression Of "Chinese Elements"

With the advance of economic, Chinese culture has stronger influence around the world. In recent years, more and more voices have come on "Chinese elements". Different industries have different definations. The dissertation will be established in advertising, based on IAI Chinese Advertising Pieces Yearbook (2005～2007) , try to define "Chinese elements" from the view of advertising, as well as analyze the expression of it.The dissertation will be divided into five parts. The exordium part try to set up a research flat in order to bring forward the question. Meanwhile, it will make introduction and explanation on the picked pieces. The first chapter mainly talks about the definations of "Chinese elements", not only in general idea, but also the advertising conception. The characteristics such as fargoing, comprehensive and diversiform, as well as symbolic and cultural will be discussed so as to support the defination. The second chapter focuses on the meaning and expression of "Chinese elements" under advertising situation in aspects of life experience mobilization, culture history cognition and concept value collimation via picking typical works from IAI Chinese Advertising Pieces Yearbook (2005～2007). The third chapter moves to data statistic which will classify "Chinese elements" into seventeen sorts object to 1577 pieces in total from three views, sorts, region and industry. The analyzing will cover both one year data and trends of three years. The last part,epilogue, gives an expectation on the furture expression.As for the research method, the dissertation will back to each pieces instead of grand narrative discussion around theories, start from the documents carding, concept defining, data statistic and cases analyzing in order to meet the research aim of the dissertation.According to the dissertation, the author gives an unique defination of "Chinese elements". And it believes that because of the late time step on modern advertising and lack of criterion, audio visual signs cover the most part of "Chinese elements" expression, while culture concerns only show a little. Looking on the methods, life experience mobilization is the most popular way on carrying out "Chinese elements", also with plentiful modes, while culture history cognition and concept value collimation which require deep conceiving are not very well expressed. Looking on the data, the elements sorts with variety audio visual signs and industries with strong signs excavation demonstrate obviously dominate. That is to say, typical signs of images, and industries of consemption propaganda work actively. Meanwhile, regions with long history and culture perform well.For sure, 1577 pieces within three years couldn't generalize the whole current Chinese modern advertising developping situation, but briefly can figure out the localization expression in the quest process of Chinese advertising, after its initial and emulation steps.