The Research On The Creative Strategy Of The Golden Prize Of Chinese Advertisement The Great Wall Awards

China advertising Great Wall award has unusual position in advertising, is China's advertising industry's most historic, authoritative, professional, scale and influence of events, is China's advertising numerous advertising people pursuit of dreams, is known as "Oscar" advertising.And film and television advertising is the most comprehensive in our advertising categories a form of advertising, its various forms, advertising creative, different forms of advertising and advertising content, can pass different advertising theme, express different advertising appeal, at the same time because of its popularity and extensive transmission carrier, film and television advertising in the advertising industry has been occupying very important position, the great cause advertisers, advertisers and the scholar's attention and explored.Chinese film and television advertising is not only in the creative style and performance forms have unique characteristics, more can from the subtleties highlights the humanity and social cultural value behind the ads. This study aimed at 2005-2014 China advertising works of the Great Wall award of film and television category 36 pieces of the sample data, through the empirical study of Chinese film and television advertising creative strategy, starting from the theory of film and television advertising creative, combing China involved in the process of film and television advertising creative elements and performance, analysis of the type of creativity in the film and television advertising creative, advertising targeted audience, market environment, the creative principle, visual elements, hearing elements and time, etc., clear advertising creative types preference on creative level, offered to young consumers as the guidance, covers all age group of value pursuit of creation that suggest creation attaches great importance to the cultural environment factors, depending on market factors, the creative principles of both vivid and easy to understand. And on this basis, further resolve in film and television advertising strategy, proposed should be from the audience perspective, mainly tells the story of ordinary people, in the advertisement performance using elements must pay attention to the using of the purity and prominent, and the different advertising performance for differential treatment, in addition, the advertisement information display should give priority to with logo and slogan, when trying to maximize the effect of advertising.On this basis, the comprehensive research data and as a result, China's film and television advertising creative strategy level of preference and inclination, to reveal the future film and television advertisement creation, in terms of choice of content should be the story of ordinary people to create, through performance means and way to keep the purity and simplicity, give full play to the effect of combination of visual and auditory art, to the best ability to arouse the people the resonance of the heart. In order to explore the strategies of film and television advertising and some related development of film and television advertising and provide some Suggestions for the future, enlightenment and reference.