Elements Of Chinese Advertising Creative Performance

The thesis chooses the Chinese element in advertising as the research object, and researches the functions and relations in advertising creativity and representation. The author reviews the literature related to Chinese element, and defines the meaning of Chinese element, puts them into some categories by its roles in AD creativity and representation. To better understand how Chinese element participates in advertising, the author puts the Chinese-element-advertising into several categories by the differences of Chinese element involving in the advertising creativity, and explains each category in detail and makes some typical cases. Based on the research above, the author chooses The Annual of Chinese Advertisings in the last 5 years (2002-2006) as the research sample for content analysis, to know about the status quo of the usage of Chinese Element in Chinese advertisings. And then, the author brings forward the new relations of Chinese element.