中国传统元素在中国本土化广告中的瓶颈及其对策分析中国传统元素在中国本土化广告中的瓶颈及其对策分析.doc

广告2班 2303100229 宋家兵 中国传统元素在中国本土化广告中的瓶颈及对策分析 时下，“中国元素”正在盛行，但是作为最纯粹的中国符号—“中国元素”，在应用上还比较“泛化”，并没有形成一股特色鲜明的主流趋势，以促发其奔涌向前，推进其进程，扩大其影响。因此，如何更好地利用这一设计符号服务于广告创意，是有一定现实意义的。本文从广告符号学角度出发，对中国元素符号在本土化广告中的运用进行了相关解析，旨在推动“中国创造”这一理念，进而为本土化的广告发展起到一定促进作用。 近年来,随着设计的普及和中国经济实力的提高,中国元素设计似乎忽然间被提升到一个新的高度,越来越受到人们关注。如何进行更具本土特色，彰显中国文化的广告创意成为设计师们全新的议题。基于此，中国广告协会还筹划举办了首届“中国元素创意设计大赛,旨在唤起国人对自身文化的自豪感通过这个平台的宣传和表达，共同去推动这个理念,并取得了强烈反响。可见，中国元素设计确实得以空前升温，真的热了。而本土化广告作为生活中不可或缺的事物，无疑是使用中国元素最多的载体，它不仅仅是商品信息的告知，更重要、更关键的是透过广告中的文化符号，提供给消费者超物质的满足，即心理满足。 Chinese traditional elements in the bottleneck and countermeasures analysis of Chinas local advertising Abstract: Nowadays, Chinese elements is popular, but as the most pure Chinese symbol - Chinese elements, the applications are generalization, did not become a mainstream trend of characteristic, to promote the surges forward to promote its process, expand its influence. Therefore, how to better use of the symbols in the service of advertising creative design, has certain practical significance. This article from the perspective of advertising semiotics, the localization of Chinese elements in the application of advertising has carried on the related analysis, aimed at promoting China to create the idea, and then for the localization of advertising development plays a role in promoting. In recent years, with the popularity of the design and improvement of Chinas economic strength, Chinese elements design seems to suddenly be promoted to a new level, more and more get attention. How to make more local features, and reveals the Chinese culture creative designers of new issues. Based on this, China advertising association is planning to hold the first Chinese elements creative design competition, aims to arouse the people to their own cultural pride to express, through the platform of propaganda and to promote the idea, and obtained. Visible, the element design is really unprecedented boom, really hot. And localized advertising as an indispensable th