Symbols of Chinese Elements in Transnational Enterprise Sports Advertising Communication

The purposes of advertising are to sell commodity and to build enterprise image through using different symbols to convey commodity information. The Chinese elements are unique and meaningful symbols tactfully used in sports ads by transnational enterprises. Sports ads can convey their key contents by using the Chinese character symbols, drawing close the psychological distance of the Chinese consumers through the Chinese graphic symbols. In a more specific way, sports ads can integrate with the "Chinese scene" to manifest consumption value, and use the "Chinese color" to create consumption atmosphere. The Chinese elements can be further utilized to enhance the identity of consumers.