基于“中国元素设计热”的本土化广告创意思考

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。

Thinking on Localized Advertising Creatinty on the basis of Hot Chinese Elements in Design

nowadays," Chinese element"is prevalent,but most simply as a symbol of China-"China elements" in the application still relativel"ygeneralization," which does not form a distinct features of the mainstream trend to trigger its surging forward and promoting its progress,and expand its impact.Therefore,how to make better use of this design symbols in advertising creative services,there is a certain reality meaningless.This paper advertising semiotic perspective,the Chinese localization element symbols in advertisements for the use of the relevant analytical,aimed at promotin"gMade in China"concept,then the advertising development for the localization play a facilitating role.