摘要:北京奥运会所展现出的“中国风”在广告业中产生了巨大影响。伴随着中国文化的崛起和时代全球化趋势的发展，中国传统元素渐渐成为国内外各大广告商的创作灵感，紧紧与当代广告交融在一起，成为当代广告的重要组成元素。为吸引中国消费者的眼球，丰富自我品牌价值，国内外各大广告主纷纷要求广告商为自己的产品打造独特的“中国风”广告。“中国风”广告一时间在中国市场成为时尚，受到了中国消费者的追捧和认同。充满中国元素的广告创意对于中外品牌抢占中国市场，实现品牌营销发展，树立充实品牌价值起到了重要作用。文章通过对几个国内外品牌的广告创意中中国元素运用的分析，阐述了“中国风” 广告在当代广告中的地位与关系，着重表达了“中国风”广告对于开辟中国市场，树立丰富品牌价值的重要作用并对中国传统元素今后如何更好的在广告传播中的应用提出了自己的思考。
关键词：传统元素 广告创意 传播
ABSTRACT:Beijing Olympics to show "China wind" in the advertising industry had a tremendous impact. With the rise of Chinese culture and the era of globalization trends of development, China has gradually become the major domestic traditional elements inspired advertisers, advertising and contemporary blend together tightly, becoming an integral element of contemporary advertising. In order to attract the attention of Chinese consumers, rich self brand value, major domestic and international advertisers have asked advertisers for their products to create a unique "China wind" ad. "China wind" advertising a time in China market has become fashionable, sought after by the Chinese consumers and recognition. Full of Chinese elements of creative advertising for foreign brands to seize the Chinese market, and brand marketing, development, and foster substantial brand value has played an important role. Article by several domestic and foreign brands creative use of Chinese elements in the analysis expounded "China wind" ad's position in contemporary advertising and relationships, focusing on expression of the "Chinese style" advertising for open Chinese market, establish brand rich China values the important role of traditional elements and how to better future in advertising communication application put forward their own thinking.
Key words: Traditional elements of advertising; Creative Communication
