Creative advertising in China

After several senior Chinese and foreign advertisers gave a "Pk" speech at the 13th Chinese advertising festival, the Chinese Element pointed out that after numerous collisions between East and West cultures, it will become an indispensable element in today's international advertising creativity.
The Chinese element is the spirit of China.

Gao Jun, Chairman of meigao (China), said in his speech that although China's advertising industry has experienced 25 years of development, it would be an ignorance if he did not know how to learn from the West 25 years ago, however, 25 years later, they blindly worship the West, that is, their incompetence. Creative people in China must see the so-called Chinese elements. They are not a pattern derived from Chinese culture and used for communication. They are a carrier that reflects the spirit of Chinese culture.

Learn from others and never give up on yourself

Mr. James msmyth, chairman of the American professional designer alliance and Chairman of the New York advertising festival, mentioned in his speech: "I am in Russia, when a local advertiser person introduced a new creative advertisement with its own cultural content, he saw the cowboy image in the western United States, A group of advertisers are eating McDonald's and drinking American brands of wine while talking about how to create advertisements with their own characteristics. In China, we also see such phenomena, from which we can feel the influence of American cultural elements on the world ."

Although American cultural elements have a great influence on the world, Mr. James msmyth lamented that with the emergence of Chinese advertisers internationally, the idea of advertisement with Chinese elements is becoming more and more recognized by the world. From this year's Chinese creative ad works to the New York festival, 29 of them won awards, and these are all works with strong Chinese elements, we can see that the Chinese element is not only accepted by the judges, but also affects the development of the world's advertising creativity to a great extent.

Chinese characters are the source of Chinese elements

Jin Dinghai, vice president of the school of humanities and communication of Shanghai Normal University, said that the development and changes of Chinese characters and the functionality that each Chinese character has in other languages are incomparable, chinese characters play an important role in China's advertising industry. From more and more clothing with Chinese characters printed in Europe to the logo of the Beijing Olympics, we can see that the source of Chinese elements comes from Chinese characters. He believes that Chinese advertisers must take Chinese text as a basic element for research when carrying out ideas with Chinese elements.