The Use Of Chinese Elements In CCTV Public Service Advertising Creativity

Public service advertising as an important part of advertising, because of the special nature of the concept of the transfer of and need to in creative advertising more use of local elements to achieve the touching with affection, to emotional communication effect, reflected in the our country public service advertising is used with the characteristics of symbols. In the creation of public service advertising, the use of Chinese elements symbols is conducive to achieve the purpose of resonance with the audience, to achieve better communication effects. It can be said that Chinese elements and public service ads are complementary and inseparable. Because CCTV broadcast public service ads on time and the quality of advertising, and CCTV in China's mainstream media status are representative and demonstration, and in recent years CCTV series of public service ads on Chinese elements, the use of a strong typicality. So the central television public service advertising as the research scope, the Chinese elements as the research object, theory of theory of literary and artistic communication "words, such as Italy," concept interpretation and advertising communication through, try explain used in public service advertising Chinese elements for the creative interpretation of the role, in order to realize the efficient utilization of the Chinese symbols of the elements in the public service advertising.The pre carding of existing and Chinese elements related to the periodical literature data, roughly on the definition of the Chinese elements make definition. Try again from CCTV CCTV public channel to broadcast the video advertisement, the advertisement performance type and creative expression in the form of classification for the use of Chinese elements, more clear that Chinese elements in our country public service advertising creative and expressive process use situation. In order to ensure the typical and timeliness of work analysis, this paper selects nearly four years in the CCTV advertising, in the process of classification combined with the corresponding case analysis and interpretation of the content. In this paper, after the study, put forward how to in the public service advertising better use of Chinese elements of effective communication strategies; in the new media era, Chinese elements to keep up with the times trend; and in the public service ads in how to use the Chinese elements of innovation and carry forward the Chinese traditional culture and Chinese culture, to strengthen our country public service advertising coverage rate and the degree of concern.