The Research Of Chinese Elements Advertising Creative Performance Under The New Media Environment

Nowadays,the concept of Chinese elements in advertising has not yet have a unified definition.But scholars never stopped to research the advertisement of Chinese elements.At first,the academic circles have a point that Chinese symbol and Chinese spirit are two different concepts.In fact,the Chinese element is the combination of Chinese symbol and Chinese spirit.The concept of Chinese elements advertising is that a type of advertising which are easy to distinguish and carrying national emotion.In another word,Chinese elements become mainly visual or spiritual appeal point called Chinese elements advertising.Chinese elements advertising creative performance has changed with the development of media.The development of new media bring advertising creative performance new forms and characters.Under the new media environment,the form of advertising and communication concept has experienced a process of development.Chinese elements advertising have done some new attempting combined with the characteristics and advantages of new media.This paper defined the concept of Chinese elements advertising,enumerated the changes of advertisement in new media environment,and put forward the influence of China elements advertising creative performance firstly;Secondly,analyzing the examples of 2010-2015 Chinese element international competition,pointing out the present situation of Chinese elements in advertising creative performance and the existing problems;Finally,putting forward a point that using new media to give Chinese elements advertising new vitality.Innovation point of this article is that the author used the examples of Chinese element international competition as the typical case to analysis,and proposed a suggestion using big data of new media technology and a variety of forms to improvethe effect of the Chinese elements advertising creative performance.On the premise of the new media environment,discussed the Chinese elements advertising creative performance.All of these need linked the development of new media with Chinese elements advertising creative performance.At the same time,this paper provided the theoretical support and reference case for the later related research.The development and characters of Chinese elements advertising also illustrated other types of advertising in a certain extent.The development of media technology changed with a highly speed,so the Chinese elements advertising needs to adapt to the changing media environment,improve the effect of advertising performance.Chinese elements is the traditional Chinese character and spirit,so how to combine traditional Chinese characters and spiritual culture in a new form is a important issue for advertisers to think about and effort.This is also the development direction of Chinese elements advertising.Giving the traditional part of Chinese elements in the new vitality,and combine traditional elements and modern characteristics when doing the work about advertising creativity.