中国元素:提升影视广告的文化品质

China Element,Promoting Film and TV Ad Culture

中国元素是被世人所普遍认同的、承载着中华民族传统文化价值和精神内涵,并体现国家尊严和民族利益的形象、符号、艺术形式或风俗习惯的文化元素。中国元素具有历史性、民族性、象征性、识别性等基本特征。中国元素在各类设计与影视广告中被广泛运用,极大地丰富和深化设计与广告的创意内涵和表现手法。在影视广告中运用中国元素的方式,有直接表现、化用与造意等手法。需要注意影视广告运用中国元素存在的问题,增强影视广告人运用中国元素的能力。

Chinese elements are culture elements which are accepted by the world, they are taken on Chinese traditional culture value and spritial connotation, and reflect nationat dignity and interests image,sign,art forms or social mores. Chinese elements has several basic characters such as historical,national,symbolical, discriminational and so on. Chinese elements are widely used in various kinds of design and video advertisements in order to enrich and deepen the creative design or skill of expression. In the video advertisement, the measures of Chinese elements are direct represent, translatetive use and create meaning and so on. Besides, we should pay attention to the problems when use Chinese elements in video advertisements, and improve advertizers ability using Chinese elements.