Research On Commercial Advertising Creativity Under The Impact Of "Chinese National Tide"

The "Chinese national tide" is a phenomenon of spreading Chinese culture and trendy ideas in the new era,which provides innovation for the creativity of commercial advertising.The commercial advertising under the "Chinese national tide" is not only a medium for spreading brands and products,but also a way for people to convey the spirit of China.If traditional cultural elements are simply added to commercial advertisements without incorporating appropriate design concepts,the possibility of sustainable development will be lost.It is a breakthrough in the visual expression of traditional commercials from text,graphics,color and design style to produce unique creativity and form a new commercial advertising of "Chinese national tide".In this way,it will lead the development of future design and enhance the cultural confidence of the nation with practical significance in the development of the new era.Commercial advertising under the "Chinese national tide" is a special medium to inherit traditional culture,which can bring a stronger impetus to design innovation.Moreover,it will generate new design principles and directions in creative design,and will have new expressions and visual characteristics compared with traditional commercials.In this paper,we explained the concept of the "Chinese national tide" phenomenon,the reasons for the rise of the "Chinese national tide" and the influence of the "Chinese national tide" phenomenon on commercial advertising in three aspects.Combining the respective characteristics of the "Chinese national tide" and commercial advertising,we analyzed and summarized the creative forms of commercial advertising under the influence of the "Chinese national tide" phenomenon,and studied and discussed the creative strategies and principles of visual expression.Based on these,the future innovative development of the "Chinese national tide" commercial advertising has been considered and foreseen.