广告创意中的中国元素及其使用策略

Chinese Elements and the Applications Strategies in Advertising Creation

指出中国元素已成为中国广告业乃至世界广告业的新兴力量,对创意有极大影响。从广告学角度对中国元素的内涵及特性分别进行归纳和分析,总结了广告创意中主要的中国元素,并在此基础上提出了中国元素在广告创意中的运用策略。

As the emerging forces of China or even world＇s advertising industry,Chinese elements have a significant effect on creativity.In this article,we summarize and analyze the contents and characteristics of Chinese elements from the perspective of advertising.At the same time we generalize the primary Chinese elements in advertisement,based on this,we bring forward some strategies about how to use Chinese elements in advertising creation.