Research On The Application Of Chinese Elements In The Public Service Advertisement

After the publicist Gao Jun proposes the concept of Chinese elements at first, Chinese elements gradually gains a favor of the advertising industry insiders, and provides a steady inspiration for advertising creation. Of course, Chinese elements become a material database of the public service advertising creation too. In the meantime, because of the invasion of foreign culture and the disregard for own culture, Chinese cultural personality is slowly being digestion. And, as a special style of advertising, public service advertisements plays an important role in spread national culture and enrich national culture. Therefore, it is necessary to study on the application of Chinese elements in public service advertisement. This paper analyzes the application of Chinese elements in public service advertisements from four aspects: the value of application, application status, application problems, and the application suggestion. Firstly, in order to explain the useful interaction between Chinese elements and public service advertisements, this paper puts the four functions of public service advertisements as the breakthrough point. To spread Chinese elements, public service advertisements become an important carrier of a national culture showing. Easy to resonate with the audience, that enhances the value orientation and educational function of public service advertisements. Diversified into the Chinese elements, which enhance the aesthetic of public service advertisements. With the help of China spirit,which strengthen the correction control of commercial advertising. Secondly, the author counts the number of Chinese elements of public service advertising in IAI Chinese Advertising Pieces Yearbook(2006-2014),and found three kinds of applied ways:the use of Chinese symbols in the form of performance;In themes, embodied Chinese spirit, paid attention to China problem;In the way of appeal, consistent with the China expression. Thirdly,According to the data statistics and observation of reality,the author found that there exist some problems in the application of Chinese elements in the public service Advertisement:the participation and enthusiasm of polarization on the subject; the poor performance of Creative in part of work; the positioning deviation of audience; the distribution of broadcast time is not balanced. Finally, aiming at the existing problems on Chinese elements of public service advertisements, the author puts forward some suggestions: to establish a social mode of operation makes each subject actively participate; to strengthen the cultural education of advertising talents, and Encourage them to participate in practice; to establish the audience oriented concept, and close to the needs of audience; to promote the normalized propagation on Chinese elements of public service advertising.