The Intercultural Communication Strategy Of "Chinese Elements" Advertisement In The New Era

Since 2004,the concept of "Chinese elements" has gained wide attention from industry and academic groups.Obviously,"Chinese elements" have penetrated into every area of daily life and have become an indispensable part of cultural production and branding.This paper uses the diachronic analysis of "Chinese elements" advertising to summarize its development status and future trends.It is not difficult to find that the advertisement of "Chinese elements" as a combination of culture and technology is closely linked with the background of the times,the overall development shows a state of continuous evolution from subconscious expression to innovation consciousness,and this state determines the main tone of "Chinese elements" advertising creation in the new era.In the perspective of intercultural communication,not all "Chinese elements" can be considered as advertising material.The main reason is the interrelatedness and applicability of heterogeneous cultures.At the same time,the lack of innovation in "Chinese elements" and the low level of the local advertising industry have also hindered the "Chinese elements" advertising from being recognized internationally.Therefore,this paper starts from the three aspects of advertising content,advertising expression and advertising creation,and uses relevant cases to analyze the factors that affect the effect of intercultural communication of "Chinese elements" advertising.This paper proposes to activate the post-modern value of Chinese elements on the basis of “innovation” and to increase international influence through the establishment of “Chinese elements” in the new era.Ultimately,with the help of new media technologies,it will become a powerful tool for shaping corporate branding and promoting national image.