Animimation Elements In Creative Of Televisio Advertising Application And Research

Form the development of the television advertisement in China or in the world in recent years, the desire for national culture in China is also increasing. Because of the Chinese rapid economic and technological development, and the improve of the whole national strength. People who engaged in the production of television advertising were also gradually became aware of that the national culture with Chinese characteristics in the communication process will become an important role. Facing the Chinese thousands of years of huge artistic Po Kui in local accumulation, we should also see its refining and mining can be also very impressive animation element, while the priority is the need for an active exploration of Chinese culture, in constant pursuit of new technology, new economy, some of the attention focused on national culture, the essence and the lineage, such as the traditional Chinese opera, martial arts, ink painting, folk paper-cutting, shadow play, puppetry, ceramics, etc. These will become the refined source of the animation elements. In addition, many of vivid Chinese folk legends and customs have been long marked with Chinese symbols are Chinese mental or material language. Because both in the visible or material Chinese culture can appreciate the spirit level and bears the rich cultural heritage. These non-material culture is often buried deeply in people's transmission of intentional or unintentional in many years. Therefore, the well use of these spirit cultural elements in television advertising, not only the people in the psychological resonance, but also for the continuation of the essence of Chinese culture.The wheel of history is constantly rolling forward, the global economic integration is gradually forming, but for the national culture is the opposite. Because the development of modern social cultural is a personalized times. Television advertisement will be an industry which the combination of the economy and the culture. So the heritaging and promoting national culture will be imperative.Development and use the national culture, and establish a fusion of traditional and modern new cultural environment, rather than has always been pursuit the Westernization or forgotten the local culture before. Standing ethnic point of view, intentions to close it, understand it, rather than abandon it with a new era values of prejudice. In the ongoing research process, the more profound understanding that the national character in the Chinese culture. As a young generation if we do not carry forward its great cultural value, might increase its forgotten. The refined of the Chinese animation elements, there is some people always think it is in the past, can not board on the stage of the modern screen. This kind of understanding of traditional Chinese culture obviously has some limitations. Meanwhile, the present, many people hold this idea, which also reflects the revival of the urgency of national culture.In fact,as early as 60 years in the 20th century, the trend to promote national culture has been the existence. Traditional elements and folk tales are be used in the film and the animate. However, due to the underdevelopment of the market,the multimedia or other advanced technology, it has not been much innovation. Therefore, at this time to learn from the Chinese local culture nutrient and used in refining the animation elements have more practical significance. Animation elements in the actual operation of the market, not only a television advertising art image but also, there will be a steady stream of derivative products after its audience more accepted. Therefore, to create more breath of the nationalization, more meaningful animation elements, not just limited to film or television animation producers, but one of the entire future of the nation culture. In the constantly of creating new extension and explore a scientific and rational process model is more suitable for market operation mechanism.Since we believe that only a nation, is the world, nationalism and global are coexistence. So Chinese elements into the television advertisement, will form a new era of national style. To draw animation elements from the national art treasure house, and interprete with modern language, this will also be one of the effective way that promoting our nationalization.