Modern Spirit of China's Traditional Cases

The Application of China Traditional Culture in Modern Advertising Posters

First, China traditional cultural elements

China's traditional culture is all-encompassing, whether it is palace art or folk art, whether it is literati painting or religious painting. Through the creative practice of painters, artists and craftsmen in past dynasties, a large number of rich and diverse artistic expressions have been accumulated. From painted pottery in the Neolithic Age to bronzes in the Yin and Shang Dynasties, from vessels and silk paintings in the Warring States Period to sculptures and reliefs in the Han Dynasty, from paintings in the Tang and Song Dynasties to porcelain in the Ming and Qing Dynasties, as well as paper-cutting, woodblock New Year pictures, architecture, ornamentation, costumes and masks, which are widely circulated among the people, fully embody various techniques such as grandeur and dexterity, simplicity or exquisiteness, neatness or extensiveness, enthusiasm or elegance, simplicity or luxury. Whether it's the brushwork of traditional Chinese painting or the rounded decoration; Whether it is exaggerated folk paper-cutting or woodblock New Year pictures with strong colors, all these provide rich expression forms and schema language for modern poster design.

China traditional design elements are the unique landscape and precious wealth of oriental culture. It has a wide range of themes, rich connotations, diverse forms and a long history, which is irreplaceable by other art forms. In the world of art, its unique oriental cultural charm is shining. How to understand the relationship between traditional plastic arts and modern advertising poster design, make it more widely and deeply applied in modern advertising poster design, and create diversified design trends after the trend of "international design style" has become a topic faced by a new generation of designers. This exhibition is based on the understanding of traditional art forms, transforming, refining and applying traditional elements to make them more characteristic of the times.

Second, modern advertising posters

As a visual communication art, poster art has formed many forms of expression in its historical development, each of which has different functions. It is a visual media to spread commercial and cultural information. Because of its reproducibility and communication, it is closely related to advertising and plays an important role in modern social life. Poster is not only to attract people's attention and understanding, but also a beautiful language, which reflects a country's national tradition and social culture.

First of all, the role of posters in conveying information and encouraging publicity affirms its special form. It is different from the oil painting or printmaking on the bookshelf. It requires being clear at a glance, concise and clear, so that people can see what they want to promote at a certain distance in an instant. In order to achieve this goal, posters often adopt a series of hypothetical techniques, highlight key points, delete minor details, details and even backgrounds, and can combine activities in different time and space in different proportions. And often use symbolism to stimulate people's association. Therefore, its conception should overload the reality, its composition should be summarized and concentrated, its image should be concise and exaggerated, and the things to be publicized should be highlighted with strong and bright colors, showing the internal relationship between things, giving the picture a wider meaning, and making people think of a broader life and feel new meaning in a limited picture. In these respects, China's traditional aesthetics can provide designers with a lot of nutrition.

A good poster should not only make people fall in love at first sight, but also make people fall in love at first sight, be attracted by it, look around and leave a deep impression. This requires the poster to have exquisite creativity. No art can explain everything, especially the poster, which is a special art form. Under the limited time and space conditions, it can make people unforgettable and memorable, so we should do "get twice the result with half the effort" and "take one as ten". Of course, there are still audiences who want art to tell everything. Asking for more posters is as unrealistic as asking for more comic books in sculpture and more acts in Allegro. "Use less and use more" and "from here to there" are signs of artistic skills, especially poster art, which can only reproduce reality from one side of life rather than all sides. Any image is only a part of the whole. The important thing is whether we can summarize other parts. Posters often have close-ups of faces full of pictures, a pair of hands, a pair of eyes, an action and an expression. As long as we select the most representative phenomenon and highlight some of its characteristics, we can form a "concise" good work. Although the composition is simple, it needs a certain and attractive artistic conception. In the "artistic conception", the essence of objective things is dealt with centrally, which achieves the blending of scenes and can affect people's feelings, experiences and associations. A scholar in Qing Dynasty said that a painting "makes people think more than they like". If a good poster can attract people, arouse people's association, arouse people's good wishes and express artistic conception, it must have means. We call it an "artist". The word "craftsman" has a derogatory meaning in artists' minds, such as "craftsman spirit". But there are also praises, such as "ingenuity", which others didn't expect, but you thought of it. "Artist" is a special means for artists to process objective things, and the level of processing means indicates the level of the author's artistic achievements to some extent. Du Fu, a poet in the Tang Dynasty, said that "you concentrate everything on one silk" and "language is not strange and will never disappear", which shows that artistic conception must be carefully made by "artists". "Artist" refers to material selection (taking the essence first), tailoring (decontamination and keeping clear), exaggeration (emphasizing the characteristics of image), business position (composition) and performance (choosing appropriate techniques). All these are the main means conceived by China poster designers.

Thirdly, the application of China traditional culture in modern advertising posters.

China traditional culture is widely used in modern poster design, and it is rich and diverse. Here I briefly list some traditional cultural elements widely used in modern advertising posters.

(1) The application of China ink landscape painting in modern advertising posters.

After a long period of development, China traditional ink painting has become a unique painting form in China. In realistic ink painting and freehand ink painting, ink painting art has formed a formal language with China characteristics, which shows the unity of external form and internal spirit. The unique performance of ink painting art is first reflected in the unique and concise formal language in ink painting art, that is, the simple image of "counting white as black". The simplicity of the picture of ink painting art does not mean simplicity, but the image is simple and the meaning is rich. The beauty lies in expressing the most information with few elements.

There are many artists engaged in ink painting in China. Some people pay attention to tradition and have been studying the heritage of ancient ancestors, while others are struggling to find a new way of development for ink painting. Since China entered modern history, the tradition of ink painting has been declining, so that Kang Youwei, the leader of the Reform Movement of 1898, called for learning western art in order to develop China art. Perhaps since then, many people have doubted the tradition of ink painting. During the' 85 trendy art period, Li Xiaoshan of Nanyi even said that China's ink painting art can only be declared as a reserved art. However, more than 20 years later, it seems that ink painting is still full of vitality, and all kinds of ink painting artists are making unremitting efforts for the perfection and development of this art form.

Modern ink painting art essentially pursues the organic cycle of spiritual and traditional cultural accumulation, and moves towards a comfortable cultural context of knowledge, which is consistent with the essence of national culture. This is the only way for the development of ink painting art. In the process of understanding and grasping it, we should not be obsessed with appearances, but should push forward the thinking of internal meaning in a higher and broader direction, pursue the true meaning of life, constantly push understanding to the depth of meaning, explore and enrich the display of spiritual field, and make individual behavior enter a permanent realm with philosophical significance. Modern Chinese painting art will eventually end with the excavation and display of spiritual realm. Mr. Jin Daiqiang, a world design master, has been exploring the integration of China ink painting language and design language in his works, and pursuing the simple composition and the rich integration of communication. For example (Figure 1), Jin Daiqiang's poster works, the whole poster production combined with China's traditional ink and wash art expression, colorful brushwork charm, injected a torrent into local posters, and the style of the works was undoubtedly reflected. In addition, creatively change the writing speed and skills, such as crossing, wrinkling, pointing and splashing. Or use them alone, you can get layers of stains and compound beautiful pen and ink images. Fast and slow, dry and moist, like a clear blue pool of water. There is no wind, the water surface is as clear as a mirror, and there are deep currents and undercurrents at the bottom. When there is wind, there are waves on the surface and waves on the bottom. Help each other. As shown in Figure (2), it is one of the poster advertisements of real estate series. This series of posters is very representative, which is a good example for designers to apply Chinese painting to modern design. The harmonious combination of light ink and thick ink makes the picture pure, concise and rich, majestic and elegant. A large area of white and dry or wet, or thick or light black creates a refined and agile artistic conception, which gives full play to the spirituality of Chinese painting ink and gives people a strong sense of impact visually.

In today's increasingly rich cultural exchanges, the pursuit of ink and wash in modern Chinese painting is by no means a simple personalized artistic operation, and its various behaviors necessarily represent the essence of humanistic thought in the development of modern China culture, which is advanced. This kind of progress is based on the unique means of understanding and character identification, which shows the rich ideological depth and humanistic level of modern China people in the development of real culture, thus making modern ink and wash art strive to get out of the artistic road that China people should have and become the banner of the culture of the times. Therefore, in the face of the historical and realistic context of China culture, any humanistic effort to understand and express the development of modern ink painting art in China will eventually show its existence value with the height of its cultural realm.

(2) The application of Chinese paper-cutting art in modern advertising posters.

China folk paper-cut is the most representative art style in China folk art, the foundation and parent art of folk art, and also one of the important topics of modern graphic design research. From ancient times to the present, China's folk paper-cut modeling methods all reflect the rich design ideas of human beings, and bear the imprint of human design ideas. It is inseparable from design. In the face of rich national cultural resources, we can re-understand and re-explore at multiple levels and angles.

Through the in-depth analysis of China folk paper-cut modeling, we can accurately grasp the profound cultural heritage of China and the connotation of China's aesthetic spirit, which will greatly promote the performance of modern design works. The appearance of paper-cut modeling can be traced back to primitive society. With the pace of history, paper-cut modeling is constantly changing and developing. Paper-cut modeling originated from life, but higher than life. Folk paper-cutting is a materialized artistic symbol, which is not only an intuitive figure, but also rich in connotation and the crystallization of a specific culture. It expresses a series of social meanings and is an artistic symbol assimilated by national thinking groups. Such as (Figure 3) This poster works accurately and intuitively reflects the national cultural resources. From the shape of paper-cut and the use of paper-cut colors, there is a strong festive atmosphere.

(3) The application of China's calligraphy in modern advertising posters.

China's calligraphy is an ancient art, which develops with the development of Chinese civilization. In the world, there are only a handful of nationalities with calligraphy art, and China's calligraphy has a long history. Calligraphy, as an artistic creation, is deeply mysterious. From Oracle Bone Inscriptions, inscriptions on bronze inscriptions to Da Zhuan, Xiao Zhuan and Li Shu, to the Eastern Han Dynasty, Wei and Jin Dynasties, cursive script, regular script and running script were basically formed, and calligraphy always exudes the charm of ancient art. Calligraphy art is a wonderful flower in China traditional art garden, a unique aesthetic object of the Chinese nation and a unique art form. The beauty of melody, form and artistic conception of China's calligraphy is increasingly adopted by modern designers, which endows modern design with unique national style and characteristics of the times.

Calligraphy art plays a vital role in the design of modern advertising posters, and posters need to have subtle ideas. No art can explain everything, especially posters, a special art form, which can make people unforgettable and memorable under limited time and space conditions. It is necessary to "win more with less" and "take one as ten". Calligraphy art has a history of applying advertising poster design, and has also created many successful national works. Poster designs of some calligraphy and art exhibitions, especially those with heavy traditional culture, are often inscribed by calligraphers after a little beautification, which are very exquisite and rich in connotation. Many posters, such as dance performances, are often the word "dance" of a weed, and the last one is specially drawn to show the dynamic and tension of the dance, which makes full use of the decorative beauty of China's calligraphy art and achieves good results. Due to the application of calligraphy, many poster designs properly convey the characteristics of the design content. For example, this advertising poster made by Shengjing Tianxia Real Estate (Figure 4) uses ancient and heavy fonts, giving people a feeling of yearning for classical art life. In addition, the bold and unrestrained brushwork embodies an unobtrusive and unconventional atmosphere.

Four. Concluding remarks

What has been described above is only the application of several typical traditional cultures in China in modern advertising posters. Facing the global design wave, the lack of ideas and the loss of faith are the opponents of every advertising poster designer. Through my research on our ancestors, I personally think that in this soil with a long and splendid cultural history, as modern advertising poster designers, we should learn to integrate Chinese and Western ideas and form national individuality while being constantly impacted by foreign cultural design concepts, so that our national culture can be continuously passed down and our advertising poster design can shine in the "internationalization". While applying traditional cultural elements, don't stick to the rules. Some designers bear a heavy burden of traditional culture and deny new things, which is not conducive to the development of design. It is worth noting that not all advertising posters should use the traditional cultural elements of China, and poster designs suitable for enterprises and products should be selected. For example, in modern advertising posters, traditional cultural elements are basically not used in poster design, such as emphasizing modernization and emerging elements that can lead fashion trends. If you add those traditional elements, it will be like gilding the lily, which will achieve the opposite effect. Therefore, a beautiful design is not necessarily a good design, but the right one is the best.

Take the exam and contribute.

China's works:

[1] Zhu. History of modern poster art [M]. Shanghai: Bookstore Press .2000,5 ~15.

[2] Luo Ping. Fundamentals of advertising visual design [M]. Oriental Publishing Center .2000, 178.

[3] Wang Shouzhi. History of World Graphic Design [M]. Beijing: China Youth Publishing House. 2002，269。

[4] Li Yanzu. History and aesthetics of visual communication design [M]. Beijing: Renmin University of China Press .2000, 130.

[5] Chang. Introduction to China traditional culture [M]. Beijing: Law Press.

[6] Wang. Graphic design [M]. Beijing: Tsinghua University Academy of Fine Arts Press.2001,10.

[7] Zhang Liguo. Modern design sociology [M]. Hunan: University of Science and Technology Press. 2005，84 ~ 92。

[8] Wang. Modern advertising design [M]. Fudan University Press, 2002, 204.

[9] Bo Songnian. China art history course [M]. Shaanxi: Fine Arts Publishing House.2000, 158 ~ 173.

Foreign language works:

[1] Meggers (USA). History of visual communication design in the 20th century. Hubei fine arts publishing house