An Analysis Of The Use Of Chinese Elements In The "Award - Winning Plane Works" Of National University Students' Advertising Art Competition

Recently, Chinese culture is the world’s attention with China’s comprehensive national strength of ascension. Chinese elements, as the core of Chinese culture, have gain the power of attention among the world, as well as in various fields. Advertising, a marketing and communication methods, has using Chinese elements at a high frequency. Chinese elements have been supported among the public and the advertising industry as well. And the Chinese elements are throughout in the whole process of advertising creation, as well as become the source of advertising creative.The National College Students Advertising Art Competition is a professional advertising competition, which is rich on subject matters as well as after sixth games with a mass use of Chinese elements. We may obtain the usage and the general rules of Advertising’ use on Chinese elements by analysis the Graphic Works of the National College Students Advertising Art Competition. In which, we know the role of Chinese elements on Advertising creative performance.This paper takes the content analysis as the main research methods, combined with literature research and case analysis, too. We suppose to get a relatively reliable conclusion by the data analysis of Chinese elements usage in the National College Students Advertising Art Competition.