Research On The Application Of Chinese Elements In Sports Advertisements

Since Gao Jun put forward the "Chinese elements" in 2004,the advertising industry has rapidly started a wave of Chinese elements creativity.Major advertisers and advertising associations took advantage of the hot iron and held the first International Creative Competition of Chinese Elements in 2006,attracting works from more than 50 countries and regions.By 2018,the International Creative Competition of Chinese Elements has been held for 13 sessions,which has become a bridge to publicize Chinese traditional culture.Major brands at home and abroad have begun to use Chinese elements to create advertisements in order to seize the Chinese market and expand the population of consumers.At present,advertising has become the most direct and effective form of disseminating Chinese elements.Sports advertisements,as an advertisement to publicize sports-related information and a kind of advertisement,are also have the responsibility of disseminating Chinese traditional culture and spirit.In recent years,the number of sports advertisements in major media is increasing.More advertisers and advertisement creators focus on Chinese elements and attract more consumers through Chinese elements sports advertisements.The creative use of Chinese elements not only satisfies the economic function of sports advertisement,but also endows it with cultural function.Through the research methods of the literature study,logical analysis,mathematical statistics and case analysis,to do the research on the application of Chinese elements in sports advertising.By analyzing the application of Chinese elements in different kinds of sports advertisements and the application of Chinese elements in sports advertising,we can find out the problems existing in the application of Chinese elements in sports advertisements.This paper puts forward some suggestions on the application of Chinese elements in sports advertisements in order to contribute to the development of sports advertisements and provide reference for the development of advertisements in other industries.The analyses are down blow:At present,the status of different kinds of Chinese elements in sports advertisements ismainly embodied in the tangible elements,supplemented by the intangible elements.Calligraphy and painting Chinese elements,colors Chinese element,artistic treasures Chinese element,folk customs Chinese element,auspicious mascots Chinese element and landscape architecture Chinese element have a high proportion on the application.Calligraphy and painting Chinese element have the highest proportion among them.At present,the status of Chinese elements in different kinds of sports advertisements is that the application of Chinese elements is comprehensive in sports events advertisements,while a few kinds of Chinese elements a missing in sports goods advertisements.There are many kinds of Chinese elements missing in sports public advertisements and sports public service advertisements.There are some problems in the application of Chinese elements in sports advertisements,such as the serious imbalance between the application of tangible elements and intangible elements,the poor performance of local sports goods companies in the application of Chinese elements,the excessive concentration of Chinese elements in sports events advertisements and sports goods advertisements,and the deviation in the understanding of Chinese elements in some advertisements.In the future,the invisible vocal music elements should be more used in sports advertisements,and local sports goods companies should more Chinese elements than before,and Chinese elements should be more used in sports public service advertisements,and the advertisement creators should improve consciousness and ability to use Chinese elements.