当代广告人在广告创意表达中对中国传统元素的重视与运用,近年来虽然卓有成效。但是,在运用过程中却出现了一系列的问题,如中国传统元素与广告创意的结合、运用的理论研究不够深入等。本文将从中国传统元素的基本内涵、类型、表现形式以及在广告创意中的运用和应注意的问题等方面进行深入的探讨。 The emphasis and application of contemporary advertising people on traditional Chinese elements in the creative expression of advertisements has achieved great success in recent years. However, there are a series of problems in the process of application, such as the combination of traditional elements of China and creative advertising, the application of theoretical research is not deep enough and so on. This article will discuss in depth the basic connotation, types and manifestations of traditional elements in China as well as their application in advertising creatives and issues that should be paid attention to.