Research On The Application Of Chinese Elements In Advertising

In2004, advertising professional Gao Jun first in the advertising industry put forward Chinese elements of the concept, and emphasizes the creative advertising how to use Chinese elements. In2005, Gao Jun and his colleagues in the twelve session of the China Advertising Festival for advertising association support, put forward with " Chinese elements of advertising creative competition" of thirteenth th China Advertising Festival theme. In2006, thirteenth Advertising Festival, Gao Jun and his colleagues organized in response to the advertising industry event, held the first " Chinese element international", this event, attracts the world more than40countries and regions more than5000entries, obtained very good effect. Echo is enthusiastic, beyond Gao Jun’s contrary to expectation, therefore," Chinese element " wind up rapidly in the country. Today," Chinese element" phenomenon has risen to national culture and promote China how to excavate the brand confidence height. In this paper, the author put on Chinese elements in the research literature on2005, two phases, before2005, advertising works on Chinese elements to explore the main to Chinese culture, Chinese symbols as in2005, after analysis of advertising on the Chinese elements in the advertising of integrated applications.This paper will be based on the advertising industry, from2005to2009" IAI China advertising Yearbook" as the research text, from the advertisement of Chinese element", from the aspects of Chinese element" in advertisements. The full text is divided into six parts.The introduction part, through combing discusses domestic and internationally at present" Chinese element" in the literature, analysis of causes, significance, research status. At the same time, the text analysis objects in2005-2009" IAI China advertising works Almanac" for selecting data description and introduction. The second chapter on" Chinese element" understanding, analysis of the current Chinese elements in different kinds of concepts, the author proposed the Chinese element of understanding, for Chinese element definition. At the same time to current China content classification.The third chapter mainly in2005to2009" IAI China advertising Yearbook" in the income of the works as the research object, the analysis of the Chinese elements in nearly5years of Chinese advertising works, a total of4466pieces of advertising works (print and television ads) as the statistical object," Chinese element" is divided into nineteen types, according to the type, area, industry of the" Chinese elements" expression and quantitative research, and combining with the data and five years trend for statistical analysis, summarize the application of Chinese elements in the advertising law.The fourth chapter according to the author of the" Chinese elements" analysis, summed up the" Chinese elements" from the composition, color, auditory, spiritual and cultural aspects of applied in advertisements. The fifth chapter:analysis of application of Chinese elements in advertisement deficiencyThe sixth chapter:in the context of globalization of Chinese elements in advertising development trend explore.The research method, based on the2005-2009" IAI China advertising Yearbook" contains4466pieces of advertising works on the research object, analyses in detail based on sample, through the definition of generalized, statistical data analysis, case analysis and literature review and other methods, to achieve the purpose of study, avoiding only theoretically. General statement.This research ideas on Chinese elements:existing research--on the current Chinese elements to understand Zong Shu, given the Chinese elements--new definition of quantitative analysis of2005-2009" IAI China advertising Yearbook" included all the advertising works--Summary of the proposed Chinese elements in the application of Chinese elements in advertising--Application of the future development trend of.Based on the study of expression of Chinese elements, from the perspective of advertising are the "Chinese elements" definition, the Chinese elements in the advertising of a late start, from2005-2009years" Chinese advertising Yearbook"4466pieces of advertising works in statistical analysis, Chinese elements in advertising on the application of visual symbols to give priority to, and the China still stays in the simple combination of elements associated with the product application, creative single. About China, Chinese culture the core spirit of vocal elements in the ads is less, to be the manifestation of Chinese elements in the ads also began in the initial stage, how to communication in advertising, dissemination of advertising information not only convince the audience, but also with the native culture, embody the Chinese advertisement features, there is still a long distance. From discourse analysis perspective, advertising writers of the Chinese elements of knowledge, creative expression pale. Especially for the spirit of Chinese culture lacks enough understanding, not truly understand the culture behind Chinese elements and connotation of creative advertising, stay in the performance of the simple application, lack of spiritual height. What is more, the creators of Chinese elements in the wrong understanding, abuse and misuse of Chinese elements.Of course, only nearly5years" China advertising Yearbook" data analysis may not represent the Chinese elements in Chinese advertisement application picture, but based on the text analysis, overall can draw the outline of the beginning of this century our country advertisement in China development of element change.