The Ancient Chinese Cultural Elements In The Modern Advertising Creative Application And Impact Study

This article aims to study ancient Chinese culture linked to modern advertising creativity, and studies various roles of ancient culture in the creative expression of modern advertising, trying to find an effective combination between ancient Chinese culture and modern advertising creativity.This article first analyzes the existing literature of ancient Chinese culture and modern advertising creative and selects some elements suitable for modern advertising. The articles states some cultural fields linked to modern advertising in ancient culture such as:the ancient forms of advertising, ancient poetry with certain advertising nature, and traditional nation culture elements. Based on many years of advertising practice and creative experience, using contemporary advertising communication, creative skills and creative methods, the author sums up a theory of "three three nine" which is suitable for modern creative advertising. The theory is about three stages of the advertising creativity. And each stage consists of three reference points, thus forming nine concepts of decomposition. This theory thinks advertising creativity is a total process from the start to the completion. Each stage of the process has specific completion time and steps. It is a complete set of ad creative practice theoretical system. The second part of the article demonstrates the theory’s operability and effectiveness in practice, through analyzing some seleted advertising cases of different media. Thus it determines the status of China’s ancient culture in the modern creative advertising, and concludes the relationship between China’s ancient culture and modern creative advertising. On the one hand, the ancient Chinese culture gives effective materials for modern advertising creative; the other hand, advertising also plays an important role in promoting national culture, national brands and excellent cultural atmosphere. Finally, it states the prospect and the trend of Chinese traditional culture in the future of advertising creative. It strives to achieve win-win situation for culture and products in world markets and cross-cultural communication in the future.