Inheritance And Innovation

Modern Chinese advertising has passed through more than 30 years, during which time Chinese advertising theory construction and the discipline construction has been improved increasingly with the advertising education for 17 to 18 years..However,it's a long way to get mature and perfect .Especially,in the 21st century, the increasing homogeneity of commodity and the continuous development of advertising practice put forward new requests for development in advertising theories: Advertising has received more and more influence from social and cultural factors and there is a growing trend of transformation from material consumption to cultural consumption; The involvement of multi-disciplinary, such as mass communication, semiotics, sociology, etc, provides a new visual Angle and theoretical basis for advertising study.In recent years, with the rapid development of Chinese economy and the increasing improvement of China international status, China's culture, especially the millennium traditional culture are popular all over the world. Meanwhile, China pays more and more attention towards the transmission value of own culture when she goes global, which gradually forms a stream of "Chinese elements fever" in Chinese ground. Both the considerable entries in Chinese elements originality competition since 2006 and the successful use of Chinese elements in Peking Olympic Games and the World Expo display and confirm Chinese elements'maneuverability and great vitality.Therefore, with Chinese elements in advertising as the research object, this article analyzes the meaning generation of Chinese elements in advertising texts and explores Chinese elements'modern cultural significance and commercial value. This article mainly employs material analysis, document analysis, case analysis and contrast analysis and other research methods to summarize theory of rules and characteristics, with combination of quantitative and qualitative analysis and theory and practice and the choice of representative cases.First of all, this paper tries to make whole grasp of the advertising background and research status of Chinese elements. On this basis, the definitions and characteristics of research objects are analyzed and summarized, clearing the category and basic judgment standard of Chinese elements in advertising. Second, based on a large number of creative works and advertising materials of Chinese elements (mainly award-winning advertising works), Chinese elements in advertising are classified into Chinese language level, cultural symbol level and deep cultural and psychological level according to the classification standard of language symbols, imaginary nonverbal symbols and deep nonverbal symbols. Then, a more general symbol system is formed by combining the concrete analysis of the structural characteristics of all the levels with the study of advertising cases.Third, this paper makes a deep theoretical analysis of Chinese elements in advertising. The related theories of Communication, Advertising, Sociology and Semiotics are applied respectively to analyze the meaning generation mechanism of Chinese elements in advertising and how to influence audiences (consumers) so as to achieve the purpose of advertising communication.Then, based on the analysis and comparison of the advertisements of"Jin Liu Fu"and"Shuijing Fang", this paper reveals the orientation value of Chinese elements in the advertising. Both of them symbolize their products, namely, orientation, through different choices of Chinese elements and different combinations relationships in advertising, which not only distinguishes them in quality and taste, but in consumers' psychological level and social needs.Finally, Chinese elements are studied in the context of transcultural communication. Through the contrast of advertising cases, this paper analyzes the success and failure of multinational companies'use of Chinese elements in advertising when they enter Chinese markets, makes promising prospects of Chinese enterprises'going global through the use of the marketing value of Chinese elements, and finally puts forward relevant suggestions.This article analyzes and concludes that Chinese elements in advertising create added value (namely symbolic value) through cultural screening and influence, resulting in concrete communication effect. Therefore, the value of Chinese elements in advertising embodies not only in its functionality, but more in its culture. Advertising not only makes products the combination of value and use value, but also endows them with symbolic value.This paper makes a systematic collection, analysis and demarcation of Chinese elements in advertising, and explores the deep significance of advertising Chinese elements from a variety of theoretical perspectives, including both the perceptual knowledge about how the advertising Chinese elements specifically work and the rational knowledge that summarizes its applying rules. This article explores Chinese elements'modern cultural significance and commercial value, seeks new inspiration materials for advertising originality, provides advertisers with theory reference for advertising orientation and marketing strategies, and finally makes good prospects about more brands of"Chinese characteristics"going to success and to the world in the future.