| As a form of culture, China's regional culture is generated and developed with the long history of the Chinese nation. Multiple migration of cultural center in China's history leads to the uneven development on the base of civilization between different regions and different ethnic. And regional culture is assumed multi-type, multi-level phenomenon. In order to convey blurb preferably and more properly, to inherit and develop China's classical art and culture, to create outstanding works that truly belong to this nation and can be received recognition by more people, in this paper, the problem, how to effectively use geographical and cultural elements in advertising creative, is studied. Major researches are as follows:First, regional culture is studied from the perspective of symbolic elements. The characteristics of regional culture are summed up. The contact between shaped pattern in regional culture and aesthetic concepts and the relationship between manifestation mode and thinking pattern are sorted. And the close relationship between the region culture and advertising is further pointed out. Thus the reason, why should use geographical and cultural elements to design advertising creative, is obtained.Secondly, on the basis of the analysis about current situation and trends of advertising creative at home and abroad creative ways which are appropriate for China are presented. At present domestic advertising creative lays emphasis on the psychological needs and cultural needs of consumers. The use of regional culture in the advertising creative is suitable for the development tendency of modern China's advertising, which will help enhance the regional brand image.Finally, the application method of graphic image, text and color of Regional cultural element in advertising creative is researched. |
