The Application of China Elements in Advertising Creativity

The Application of China Elements in Advertising Creativity

With the improvement of China's international status, China culture has been accepted by people in more and more countries. Therefore, the application of China elements in advertising creativity has played a very good role in promoting corporate culture, spreading China culture and enhancing the image of China. The following is my graduation thesis model essay "The Application of China Elements in Advertising Creativity". Welcome to reading.

Abstract: With the improvement of China's international status, China culture has been accepted by people in more and more countries. After the concept of "China Element" was put forward, the advertising industry set off an upsurge of using "China Element". By using the methods of induction and literature review, this paper analyzes the joint application of advertising creativity and China element, defines the "China element", points out the problems existing in the application of China element in advertising creativity, and finally explains how to correctly use China element in advertising creativity.

Keywords: China element; Advertising creativity; consumer

China is a country with a long history and splendid culture. With China culture being understood by more and more countries, the concept of China element has been accepted by more people. Advertising creativity requires uniqueness and freshness, and the application of China elements in advertising creativity can not only improve the level of advertising creativity and the quality of advertising works, but also play a very good role in establishing corporate image, promoting corporate culture, spreading China culture and enhancing the image of China.

Since the concept of "China element" was put forward, more and more people began to understand and accept this concept. Especially in the advertising industry, the application of China element in advertising has attracted the attention of people in the advertising industry. China Element International Creative Competition, organized by China Advertising Association, is an encouraging competition that combines China elements with advertising creativity. On September 17, 2005, the summit dialogue held in Chengdu with the theme of "China Element" proposed that the combination of China element and advertising creativity would be the key for international advertisers to win market competition, but there was not much discussion on this topic. Judging from this series of activities and performances, China advertisers pay more and more attention to the application of China elements in advertisements, while China's advertising creativity needs the intervention of China elements to form its own style, thus branding China enterprises and China brands with culture.

At present, there is no authoritative definition about the concept of China element. Judging from Ci Hai, "Su" is a modern noun, and there is no such word in history.

Look up the essence and significance of "element" from Xinhua dictionary.

EDDIE WONG, executive creative director of EURO RSCG Global Greater China, believes that China elements are excavated, refined, discovered and applied from the traditional culture of China.

Thomas Zhu, the creative director of JWT's Shanghai office, also put forward his views on the element of China, saying, "What we are talking about now is a little narrow-minded about the element of China. Besides concreteness, it should also include abstraction. For example, things that are visualized or symbolized, as well as the spirit, culture, values, lifestyle, customs and habits of China people. " In a word, China element should be something that can reflect China, which is unique to China and China and is recognized by everyone.

The definition put forward by the Ministry of Culture and the Organizing Committee of Humanities China Series Activities is that any image, symbol or custom that is recognized by most China people (including overseas Chinese) and embodies the traditional cultural spirit of the Chinese nation, national dignity and national interests can be regarded as "China elements".

Many experts and scholars have explained the definition of China element. They are defined only from material or spiritual aspects, which I think is not comprehensive enough. On the basis of their research, I think that the China element should be a collection of material symbols and spiritual contents, a cultural achievement with China characteristics created and passed down by China people in the long-term historical evolution of the Chinese nation, which embodies China's humanistic spirit and folk psychology.

Although "China element" has been frequently put forward in many aspects in recent years, all walks of life have long regarded China element as the endorsement of fashion. For example, Chinese knots, Chinese embroidery, silk and landscape paintings have become the favorites of internationally renowned fashion designers, and these works have been loved by people all over the world. Under such a wave of the times, China elements are applied to China's advertising creativity, which not only conforms to the development of the world trend, but also establishes the unique style of China's advertising creativity.

Gao Jun, the chairman of Shanghai Gaomei Creative Consulting Co., Ltd., first put forward the concept of "China element" at an advertising industry gathering in 2005. In 20xx, with the full support of China Advertising Association, the idea of "China Element International Creative Competition" was put into action. In the same year, at the end of 10, the 13 China Advertising Festival was held. The first "China Element International Creative Competition" held in 2006, which was funded by the bosses of nine advertising companies including Gao Jun, came to a successful conclusion. The contest received more than 5,000 works from more than 40 countries and regions around the world. The response was enthusiastic, a little out of Gao Jun's expectation, and a wave of "China elements" rose rapidly. "China element" is not only a matter for individual advertisers, but the phenomenon of "China element" has risen to the height of how to tap the national culture and enhance the self-confidence of China brands. Especially in the 2008 Olympic Games, China elements have been well used in the design concept of the emblem, advertising videos and Olympic public service advertisements. At present, it is the general trend to use China elements in advertisements, which is an irreversible trend.

"Following ideological advertising, the local complex of advertising creativity has become increasingly prosperous in recent years, and the influence of China elements in advertising creative practice has become increasingly prominent. Integrating China's aesthetic elements and ethical value elements into the creative trend of advertising with local words is the contradiction between China's advertising creativity and the post-modernism trend of thought and ideological advertising in the world. It uses local language, adopts local thinking logic and its own customary language expression, and emphasizes the national cultural aesthetics of advertising creativity in its insight into local consumers, thus gradually gaining the psychological identity of the audience and the market recognition of consumers. He is not a "retro" trend of thought, nor a narrow and one-sided worship and admiration of tradition, but an important basis for us to rediscover our creative language and a source of confidence for local advertising creators. Nowadays, more and more China elements appear in the works of advertisers, injecting a fresh blood into the contemporary advertising industry. " Using China elements in advertising creativity can really improve the quality of advertising works and better communicate with consumers psychologically and emotionally, but we must pay attention to the rationality in the process of advertising creativity. If used well, it is a stroke of genius, icing on the cake. If it is not used well, it will not only damage the corporate image, but also hurt the feelings of consumers.

We say that advertising works should combine China elements with advertising creativity, but it doesn't mean that all products and enterprises are suitable for using China elements. Blindly piling up elements will only lead to the failure of creativity.

20xx Nippon Paint "Dragon Film" advertisement picture: A dragon is coiled on two pillars of a classical pavilion in China, and the left pillar is dim, and the dragon is tightly coiled on the pillar; The column on the right is brightly colored, but the dragon has slipped down. Advertising wants to express the high quality of product lubrication. As far as the product quality is concerned, this advertising idea is exquisite. But this advertisement forgets the national culture of the target audience. China people claim to be descendants of the dragon, and in the traditional culture of the Chinese nation, the dragon is the totem of the Chinese nation.

This advertisement has the background of Japanese-funded enterprises. Once this advertisement is broadcast, how can it not be linked to that painful history? Therefore, many people in China feel that this advertisement not only desecrates the spiritual belief of the Chinese nation, but also hurts the national pride of China people.

Remember that advertising creativity is to better express the advertising theme and better communicate with consumers, so we should inherit the tradition with a critical attitude and guide the perfect social values. The use of decadent China elements in advertisements is the most obvious decadent idea of "men are superior to women and imperial power is enslaved". For example, in an advertisement of Wang Jinzun, the picture shows that the "emperor" has an amazing amount of alcohol, and the "eunuch" is busy looking for an antidote and finally finds it to help the "emperor" drink it. The next morning, when he went to court, the "emperor" laughed and said with great spirit, "Drink a bottle of gold Neptune and you will be fine the next day." This advertisement is not creative at all, but it vividly interprets monarchy and servility. There are countless such advertisements. This kind of advertisement shows the unhealthy content in feudal traditional culture. Even if the product is profitable, it is also a short-term profit, which is not conducive to the long-term development of enterprises.

Under the impact of fierce competition, cultural diversity, information surplus and other market changes, advertising creativity seems to have reached the era of dislocation. Good ideas recognized by advertising celebrities are increasingly unable to identify the "pulse gate" of consumers, and the advertising creative market is caught in the embarrassing situation of consumers' indifference or "applause", and even encounters cultural traps. In this context, how to attract consumers' numb perception has become an urgent requirement for advertising creativity to realize the transformation of the times and connect with the audience's aesthetic imagination.

The combination of China elements and advertising creativity has promoted the prosperity and development of the advertising industry and brought vitality to the advertising industry in China. We advocate adding China elements to advertising creativity, so as to shorten the distance with consumers and better reflect the product image. However, when using China elements in advertisements, we must not blindly accumulate and use negative and decadent elements. When using China elements in advertising creativity, it should be consumer-oriented and in line with the psychological acceptance of the audience. While shaping the core of brand spirit and culture, we should also integrate eastern and western cultures.

On the Application of China Elements in Advertising Creativity Paper 2 [Abstract] China's traditional culture is profound and profound, which contains rich design elements, and the essence of these traditional cultures is the precious wealth of oriental culture. It has a wide range of themes, rich connotations, diverse forms and a long history, which is irreplaceable by other art forms. Modern advertising culture permeates the deep soil of traditional culture from the commodity world, absorbs the essence of China traditional culture from creative elements, injects positive cultural connotation into advertising and constructs new value orientation.

[Keywords:] traditional culture; Advertising; affect

First, the traditional culture of China.

Culture is a broad thing. For example, language, psychology, literature, philosophy, living habits, but also involves some marginal and even totem symbolic things, such as clothes, customs and so on. Taylor, an American scholar, defines culture as: "Culture and civilization are a complex whole, which includes knowledge, beliefs, artistic laws, ethics, customs and habits and any other abilities and habits acquired by people as members of society through study."

China's traditional culture includes ancient prose, poetry, music, fu, national music, national drama, folk art, traditional Chinese painting, calligraphy, couplets, riddles, shot put, alcoholic drinks and two-part allegorical sayings. Including traditional festivals and various folk customs in China; The natural sciences in ancient China include the traditional calendars and the traditional cultures of various regions and ethnic minorities living in the big family of the Chinese nation.

Second, the influence of China traditional culture on modern advertising

In modern times, advertising industry is a cultural industry, and culture is the foundation of advertising industry development.

Modern advertising not only permeates all aspects of social life, but also has an important impact on human economy, culture and even politics. It even dominates people's consumption concepts and consumption patterns to a great extent and directly affects people's social values. Advertising culture has become a social culture. The process of advertising communication is a process in which people enjoy social culture, and it is also a process in which social values are constantly transmitted, strengthened and accepted by the public.

China's traditional culture is an inexhaustible treasure, and national culture is the most precious thing that a nation has gradually precipitated in the long history. In the long process of the formation and development of Chinese civilization and culture for 5,000 years, the unique value orientation, mode of thinking, belief mode and aesthetic taste of the Chinese nation have gradually penetrated into the minds of China people. Successful advertisements often contain profound national cultural implications and are also a mirror of the progressive culture of the times. Therefore, modern advertising creativity and traditional culture promote each other:

1. Traditional culture brings individuality to advertising creativity;

2. Traditional culture makes advertising creativity closer to consumers' psychology;

3. Advertising creativity and traditional national culture restrict each other, and advertising creativity must adapt to the different national cultural psychology of the audience. For example, Toyota's advertisement is just a negative example, which has aroused protests and boycotts from Chinese people. Lugouqiao's lion salute and copywriting greatly stimulated the memory of China people on that period of national enmity. Advertising creativity may not be accepted by people if it jumps out of the circle of national culture. More seriously, once the creative elements in an advertisement violate the national culture and hurt the national feelings of consumers, it will cause consumers to rise up and attack, which will greatly affect the information dissemination of advertisements, weaken the creativity of advertisements, and even produce the opposite advertising effect; Therefore, advertising creativity can not ignore the stipulation of national culture, and absolutely can not infringe on a nation's culture and damage its dignity.

Third, the application of traditional culture in modern advertising

Advertising creativity goes deep into the deep soil of traditional culture from the commodity world, which not only injects positive cultural connotation into advertising, but also constructs a new value orientation and implements reasonable advertising strategies, which is very important.

Advertising creativity comes from life and culture. Culture will also enhance the connotation of advertising creativity and bring cultural added value to advertising products. The uniqueness of a national culture will inevitably bring unique personality to advertising creativity, thus enhancing the attraction and recognition of creativity. In today's consumption era, the key to how advertising products gain competitiveness lies in the cultural value they convey, whether the brand image they create has personality, whether it is different from similar characteristics recognized by consumers, and whether it can meet consumers' psychological needs. Therefore, the unique and rich national cultural resources can increase the creativity of advertisements and bring unexpected effects to advertisers.

Take a series of real estate newspaper advertisements as an example, and take traditional architectural forms as the starting point of advertisements; Combined with the artistic height of China's works of Chinese painting, the innovative application in the design field shows the oriental thought and the concept of perfect home life quality. By accurately grasping the essence of China art such as ink painting and calligraphy, designers form their own expressive style with rich oriental culture, and perfectly integrate national traditional culture and art into modern design concepts.

Drawing lessons from the composition skills of China's traditional works of art, "leaving blank", "hiding territory", "creating momentum" and "creating danger" make the works have far-reaching artistic conception and endless aftertaste. "You can do calligraphy and painting in a sparse place, but not in a dense place." China painters often use these two sentences to emphasize the contrast between density and reality, so as to oppose equal treatment and enumeration. A good print advertising poster should not only make people fall in love at first sight, but also make people fall in love at first sight, be attracted by it, look around and leave a deep impression. Designers often use the artistic techniques of "using less and using more" and "from one side to the other" to reproduce reality from a certain side of life. In China's print advertising design, traditional composition methods such as dynamic and static, sparse and dense, diverse and unified, guest-host response, virtual and real, vertical and horizontal, black-and-white contrast, overlapping and interleaving are common. In addition, ancient bronze patterns, stone reliefs and lithographs, especially Chinese paintings, skillfully used the originality of white background, the rough and bold black-and-white relationship between folk paper-cutting and blue cloth, and the scattered density of woodcut illustrations in the Ming Dynasty, all of which were applied to the composition of print advertising design.

China traditional design elements are the unique landscape and precious wealth of oriental culture. It has a wide range of themes, rich connotations, diverse forms and a long history, which is irreplaceable by other art forms. In the world of art, it shines with the unique charm of oriental culture. Of course, inheritance does not mean rigidity. Simply pursuing "takenism" in design, there is no way out without bringing forth the old and bringing forth the new. Based on the understanding of traditional art forms, this drama transforms, refines and applies traditional elements to make it more characteristic of the times.

In a word, advertising culture is rooted in the soil of national culture, and the influence of a culture on people's values and ways of thinking is subtle, so modern advertising is inevitably influenced by traditional culture. Cultural collision, conflict or communication between different nationalities often leads to the mutual reference of different cultures and the prosperity of cultures. Any national culture has inheritance, stability and mobility. With the high development of market economy and science and technology, the stability of national culture will be more and more strongly impacted. Only by having a more open and inclusive mind can we occupy a place in world civilization. The vitality of advertising lies in innovation and novelty. Advertising that pursues modern flavor and spirit of the times will inevitably change some traditional cultures and promote the development of culture. Modern advertising should constantly cultivate, refine and develop the socialist enterprise spirit and business philosophy with the characteristics of the times and in line with China's national conditions, and earnestly establish an advertising culture with distinctive characteristics of the times, vitality and unique national spirit, so that China's advertising can enter a broader development space.

On the Application of China Elements in Advertising Creativity Abstract: It is a kind of cultural consciousness to apply China elements to advertising creativity, which is a brand-new face of China's creative marketing in the era of reading pictures. Advocating creative marketing is a kind of cultural autonomy, and China element has become the main expression symbol and information carrier of advertising creativity, which greatly enhances the spiritual and cultural connotation of advertising performance and the unique tension of advertising marketing. The creative marketing campaign of China's element advertisement is a cultural trend, which points out the direction for China's advertising industry to develop along the road of independent innovation.

Keywords: China element; Advertising creative marketing; Spiritual symbol; Creative tension;

In 2007, the Ministry of Culture and the Organizing Committee of People's China Series jointly held a large-scale series of activities called "People's China". The organizing committee clearly put forward the concept of China element, which has been widely recognized by more than 654.38 billion overseas Chinese at home and abroad. It embodies the spirit and traditional cultural wisdom of the Chinese nation, represents the interests and dignity of the Chinese nation, and can be called "China element". The concept of China element and the practice of advertising creative marketing are closely related to the ever-changing advertising environment in China in recent years, the new creative ideas adopted by advertisers and the artistic expression concept of marketing, which determines the vision, category and value direction of advertising creative people using China element.

First, the combination of China elements and advertising creative marketing under cultural consciousness.

China's concept of elements is the product of the development of the times, and its concept is constantly changing with the development of the times. If the advertising creative industry is positioned as the core of China's cultural industry, then China's element creativity and marketing activities, which are widely mentioned and advocated in the field of advertising creative art, are also the most dynamic and tense landscape in China's element movement. Judging from the development of the application of China elements in advertising, the combination of China elements and advertising creativity is a kind of cultural consciousness.

Taking Coca-Cola's New Year's advertisement as an example, its advertisement uses a lot of China elements for creativity, aiming at improving the effect of advertising communication and making the appeal of advertising communication subtly touch consumers' heartstrings. China has a long history and profound cultural accumulation. The Chinese nation has always advocated etiquette, and etiquette customs and etiquette civilization are important parts of China traditional culture. The annual Spring Festival is the most important traditional festival for China people and overseas Chinese, and it is a day for family reunion and auspicious celebration. During the Spring Festival, people usually put up Spring Festival couplets, hang New Year pictures, set off firecrackers and wrap up jiaozi. Through these Spring Festival customs, they pray for a prosperous New Year, a safe family and a smooth career. Coca-Cola Company made full use of these customs and created a series of New Year advertisements with strong China characteristics. Since the Spring Festival of 200 1, Spring Festival couplets, paper-cutting, skiing, golden rooster dancing and taking me home have been launched one after another. These advertisements have been frequently placed in more than 80 key cities across the country, which has aroused great concern and love from consumers, caused extensive hot discussion and word-of-mouth communication, and achieved good communication results.

It is not difficult to see that the rise of factor movement in China has both macro-political background and realistic economic interests. In the dissemination of China elements, the alliance of art and commercial operation has opened up a new path for the diversified dissemination of China elements and laid a good foundation for the application of China elements in the field of advertising creative arts. The combination of China elements and advertising marketing is the reflection of China cultural elites on traditional culture, and it is also the inevitable result of Chinese people's high recognition of traditional culture under the market economy environment.

Second, the creative marketing innovation of China element advertisement under the cultural advocacy.

Over the years, the creativity of advertisers in China has mostly come from the ideological treasure house of western advertising masters and western advertising companies. The creativity and marketing classics of the six theoretical schools of advertising creative strategy are regarded as the standard by advertisers. Imitation, learning and reference are the first courses that China advertisers should do well. Although the debate between internationalization and localization is helpful for advertisers to establish subjective consciousness, the blurring of its boundaries is even more confusing.

In the development of China's reform and opening up and market economy, China advertisers have been thinking about the relationship between reference, imitation and innovation in advertising creative marketing. Gao Jun, Chairman of MGM (China) Company, took the lead in proposing the concept of "China Element" in the field of advertising in 2004. He admired China's traditional culture, and thought that "China element" was extracted from China's traditional culture, which was the material and carrier for spiritual exchange and could reflect China's strong and distinctive humanistic spirit. These views represent the same cognition of a group of advertisers, and are regarded as the beginning of China advertisers' research on China as the creative ideology of independent advertising culture.

On June 5438+ 10, 2006, at 13 China International Advertising Festival, China Advertising Association, advertising creatives and related units jointly advocated the establishment of "China element" as the discussion theme of the conference, and in response to this, a "China element" creative competition was specially organized. In order to mobilize the enthusiasm of more advertisers, Gao Jun mobilized his peers to raise 6.5438+0.8 million yuan to present awards to the winners of this creative competition. This has aroused the enthusiasm of many advertisers and quickly triggered the creative trend of "China element" in the advertising industry. In 2008, as one of the main sections of the 5th China International Advertising Festival, the 3rd "China Element" International Creative Competition with the theme of "Prosperous China" received 10900 entries from home and abroad, and finally selected 100 entries, including 3 gold medals and 5 silver medals. At the same time, China's creative works have a rapid impact in international competitions. In 2006, 29 creative advertising works with China elements won awards at the new york International Advertising Festival, which set off a fresh Chinese style in the field of global advertising creativity. Creative advertising using China elements has become an international fashion, and China elements have begun to show the value of cultural independence on the international platform.

An analysis of the process in which advertisers consciously regard China as the art of advertising creative marketing highlights the comprehensive recovery of the profound social and cultural independence behind their cultural consciousness.

1. The idea of China's creative marketing art meets the needs of the development of the times and the upgrading of the advertising industry in the social transformation period.

2006 is not only the year that China advertisers pushed China's element advertising creative movement to a climax, but also the first year that China implemented the 11th Five-Year Plan and the year that the national cultural creative industry was fully launched. The development plans of creative industries in various provinces, cities and some medium-sized cities have been introduced one after another. Guangzhou, Shanghai, Beijing and other cities have successively formulated creative policies in line with their own urban development, and at the same time began to establish creative industrial bases with groundbreaking significance. Advertisers seize this opportunity, keenly connect China elements with cultural and creative industries, and a strong national wind of China has been blown up in the creative circle, which constantly inspires advertisers' national cultural self-confidence, makes generate, a China advertising creative circle, stronger in China, produces more vivid and vivid advertising works, and constantly pushes the advertising creativity of "China elements" to the world stage. This ideal not only conforms to the times, but also conforms to the trend.

2. The independent application of China element in advertising creative activities also accords with the proposition that advertising industry is the core component of cultural creative industry.

As early as June 2002, 5438+065438+ 10, in the report of the 16th National Congress of the Communist Party of China, it was clearly proposed to actively develop the cultural industry. Then, in the relevant documents of cultural industry policies issued by national ministries and commissions, the advertising industry has also been brought into the fast lane of cultural and creative industries. It is worth mentioning that in September 2009, the "Cultural Industry Revitalization Plan" discussed and adopted by the the State Council executive meeting clearly stated: further optimize the cultural industry structure; Promoting the merger and reorganization of cultural enterprises with capital as a link. In the key task part of the plan, advertising and cultural creativity are clearly regarded as the development focus of the cultural industry.

Advertisers, whether expounding the concept of China element or promoting China element movement through creative contests, hope to tap and inherit the spirit of the Chinese nation, absorb the essence and wisdom of traditional culture, form an advertising creative culture with distinctive China characteristics, and actively promote China element advertisements to all parts of the world. It is of great significance to grasp the inherent laws among creative industry, economic operation and national culture and regard China as an important driving force for the development of advertising culture industry. The advocacy and application of China elements by advertising creative people is the comprehensive awakening of cultural creativity and the independent innovation of advertising cultural marketing under the background of the comprehensive recovery of social and cultural subject consciousness.

Third, under the guidance of cultural trends, the marketing art of China's element advertising creativity has been sublimated.

With the in-depth development of market economy and the arrival of social transition period, China society has gradually entered the consumer society. In such a social environment, commercial culture, which represents the development direction of new productive forces, shoulders the heavy responsibility of carrying forward the spirit of the times and playing the melody of the times. Similarly, from imitation to conscious and independent innovation, under the guidance of commercial culture, China advertising industry has gradually completed the transformation from dependent industry to independent and innovative cultural industry. In this process of transformation, the element of China has really played a role in promoting the development of cultural industry, and the element movement of China represents the new cultural trend of advertising creative marketing art in a certain sense.

1. Advertising Creative Marketing Art New Culture Movement pays attention to the combination of historical and cultural traditions and the spirit of the times.

China elements include material cultural elements and spiritual cultural elements. China element is the carrier of China characteristics. In practical application, we must clearly distinguish the new connotation of China elements from the over-generalized and vague symbolic expressions in historical traditions, as well as the description of feudal, ignorant and backward symbolic representations that reflected the background of a specific era and the cultural characteristics of a specific region in the early days of reform and opening up. We should consciously abandon the cultural dross in China's historical tradition, and refine, summarize and apply the symbolic elements that can reflect the wisdom, splendid culture, folk customs and personal dignity of the Chinese nation.

2. The application of China element is the comprehensive sublimation of China's creative advertising marketing concept.

Advertising scholars should only pay attention to China elements in social culture, commercial culture and creative arts industry. The cultural interpretation of China's advertising creative artistic function and marketing function is the foothold of the study of China elements in the advertising field. In this regard, many scholars have made a more incisive exposition. China element is not only the crystallization of China's traditional culture, but also the symbol of China's traditional thoughts and values. Another scholar thinks that China element is the essence of China culture, which has both material entities and metaphysical ideology. In the performance of advertising creativity, we should take the harmony and unity of China's innovative connotation, commercial value, aesthetic orientation and international vision as the new cultural development direction of advertising creative marketing activities.

3. The application of China elements is carried out along the internationalization route and independent innovation.

Chinese civilization is an important part of world civilization, and China elements can also become the common wealth of all mankind. China element should go global, and its application should take the internationalization route and the road of independent innovation. The application of China's concept of elements and related knowledge to advertising creativity and marketing practice not only enriches the content of the world's knowledge treasure house of advertising creativity theory, but also injects fresh blood into the world's advertising creativity theory system, highlighting the voice of China's marketing. More importantly, the promotion of China's element creativity and marketing concept is in line with the rapid development of the advertising creative culture industry, which has made a powerful footnote for the positioning of the advertising creative art industry in the core strength of the cultural industry in the new era. At the same time, it also provides time coordinates for China's advertising industry to develop along the internationalization route and take the road of independent innovation of cultural and artistic industries.

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[3] Jiang. In 2008, the third China Element International Advertising Creative Competition was grandly announced [J]. Advertising Grand View, 2008 (1 1).

[4] Shen Zanchen. Creative Industry under China Element Engine [J]. Advertiser, 2006 (09).

[5] Han Ji and Liu Mengzhi. China Element Movement for 30 Years [J]. News Knowledge, 2009 (05).

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