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2024年3月31日发(作者：说言)

中国元素在现代广告中的运用

作者：游佳敏专业班级：2 指导教师：徐红旭

摘要

“中国元素”是中华民族的形象，是中华民族的历史沉淀，是中华民族独有的文化象

征。当我们的品牌和形象需要推开国门，向全世界推广的时候，我们就更加明白民族的才

是世界的。“中国元素”不仅可以使企业赢得市场，更能发挥中华民族的特色，发挥民族魅

力。“中国元素”正在广告创意、艺术设计、艺术表演、营销策划等领域骤然兴起，成为主

要表现符号和诉求主题。文章主要归纳总结中国元素在广告中的运用，如何才是成功的运

用，以及运用中遇到的问题。

关键词:广告、中国元素、运用、创意

The Use of Chinese Elements in Modern Advertising

Abstract:"Chinese elements" is the Chinese nation's image, Chinese nation's

history, and the Chinese nation's unique cultural symbol. It is the creation of the

Chinese heritage, and the culture with Chinese characteristics. When our brand

and image push abroad, to the world to promote, we understand more clearly that

the nation is the world. "Chinese elements" can not only make the enterprise win

the market, but also can give full play to the characteristics of the Chinese nation,

play the national charm. "Chinese elements" is the advertisement creativity, art

design, art performances, marketing planning and other field rise abruptly,

become the main expressive symbols and the demands of the subject,In this paper,

the use of Chinese elements,how is the successful use,the problems encountered

in the usein advertising were summarized.

Key words: Advertisement;Chinese elements; Application; Originality

第1章前言

中国元素在现代广告中的运用 .................................................................................................................................................. 1

第1章前言 ...................................................................................................................................................................... 2

第2章什么是中国元素 .................................................................................................................................................. 4

2.1中国元素的定义 ............................................................................................................................................................ 4

2.2中国元素的特征 ............................................................................................................................................................ 5

2.3中国元素的价值 ............................................................................................................................................................ 6

中国元素是广告创意的源泉 ...................................................................................................................................... 6

中国元素是国际品牌顺利实现“本土化”的保障 ...................................................................................................... 6

中国元素是提升广告品位的一大法宝 ...................................................................................................................... 6

第3章中国元素在广告中的运用 ........................................................................................................................................ 7

3.1中国元素在图像类广告中的运用 ................................................................................................................................ 7

3.2中国元素在广告语中的运用 ........................................................................................................................................ 7

3.3中国元素在影视及影像类广告中的运用 .................................................................................................................... 8

第4章广告创意中使用中国元素存在的问题 .................................................................................................................... 9

4.1误用中国元素 ................................................................................................................................................................ 9

4.2篡改中国元素 .............................................................................................................................................................. 10

第5章如何正确在广告创意中使用中国元素 .................................................................................................................... 10

5.1挖掘文化内涵 .............................................................................................................................................................. 10

5.2妙用文化元素 .............................................................................................................................................................. 11

结论 ....................................................................................................................................................................................... 12

致谢 ....................................................................................................................................................................................... 12

参考文献.................................................................................................................................................................................... 13