The Application Of National Elements In Television Advertising

National elements are a very wide range of areas,embracing not only national customs,national spirit of but also the unique cultural heritages of all ethic groups. Therefore,the use of national elements in television advertising must be careful.As any advertisement has its national audiences,and has to dissolve in a specific cultural context,national elements cannot be avoided in TV ads.Only in this way can the emotional resonance take place between the ads and the audience to achieve the effect of advertising.From the date of generating,TV ads have their own specific audience groups.TV advertising must understand and pay attention to the consumers' feelings for these feelings are not only related to the knowing of the product,but also the recognition of the humanistic and social value of this brand.In the face of a particular ethnic group, the use of their national elements in advertising can stimulate the national sentiment and more emotional resonances among these audiences,endowing the brand with recognition to get more competitive and complete the marketing objectives.Since the audiences have their national identity,all aspects in TV advertising including planning, creating,producing can not ignore the audience's own national characteristic.Therefore, national elements are a proposition that can not be ignored in television advertisingNational makes global.According to this statement,ingenious use of national elements will be a universal visual language that anyone can appreciate and comprehend.The national does not mean the international,but the international must be included in the national. TV advertising is one of the arts which have intense and comprehensive showing,so the national elements should be used comprehensively.However,national elements are not TV ads,but one of the elements used in television advertising.By combining the visual language,auditory language with the creative use of ethnic elements in TV advertising,the television advertising works with relevance,originality and shocking can be created.These advertising works can stimulate the aesthetic motives as well as people's purchasing desire,achieving the purpose of advertising communication.Based on the analysis of personality in national elements and the characteristics of television advertising,this paper emphasizes the impact of television advertising, hoping that on the basis of national culture Chinese TV ads can realize the perfect combination of Chinese national characteristic and the Western creative advertisements through taking in the western advanced and creative concept in advertising.