摘要：“民族的，才是世界的”，自2006年首届中国元素国际创意大赛的成功举办，掀起了利用“中国元素”进行广告表现的热浪，中国式广告风格初见雏形，在国际广告圈中引起了关注。中国的广告应该有中国自己的特色，其特色不应该只是具象的符号，更应该是一种精神，在广告表现中所把握住的气韵。本文借鉴各专家学者从业人士的观点思想，总结、提炼，思考：中国元素之于平面广告，如何在一个静止、无声的二维世界把握其节奏感，表现其张力，使其流动着浓郁的中国气质，达到最佳的传播效果。 

关键词：中国元素、广告、平面广告

Abstract："National, is the world of", the first China elements since the 2006 international creative competition will be hold successfully, by "China raised the advertising elements" heat waves, the Chinese expression initial prototype AD style, in international advertising circles aroused attention. China's advertising should have its own characteristics, its characteristic should not just figurative symbols, more should is a kind of spirit, in advertisement performance of functional grasp. This paper business personalities of various experts and scholars, summarizes and abstracting viewpoint thought of elements, thinking: China plane advertisement, how in a static, silent two-dimensional world hold its rhythm, expressed its tension, make its flow with rich Chinese temperament, achieve the best effect of communicating.

Keywords: Chinese elements, Advertising，Print advertising

本文从中国元素出发，探究中国元素对平面广告的作用，使其能更好的运用于平面广告。通过对中国元素的认知，梳理中国元素的概念、特征、分类，了解平面广告对中国元素应用的现状，思考中国元素可起到的作用，从而反思中国元素与平面广告结合的方式，希望能为运用中国元素进行平面广告创意设计时有着一些思维方式的梳理与导向。