The reasons why China traditional culture influences modern clothing advertisements.

Clothing plays an extremely important role in human life. Clothing ranks first among the four items of food, clothing, housing and transportation. It plays a role in protecting the body, keeping out the cold, hiding shame, marking and beautifying people's lives, so clothing is the window of human life.

Clothing not only meets the needs of people's material life, but also reflects an important symbol of a nation's culture, a cultural custom phenomenon of a nation in a specific era, and a comprehensive expression of many factors such as politics, economy, psychology and habits. In many regions and ethnic groups, there is probably little difference in housing style, eating habits and traffic conditions, but the difference in clothing is clear at a glance. "Mozi Meng Gong" says: "In the past, Qi Huangong had a high crown and a wide belt, and Jin Jian Mu Dun ruled the country and leveled the world; Jin Wengong Dabu's clothes? The sheep's fur, Wei Yili's sword, came to rule his country, its country; In the past, the first official of Chu Zhuangwang wore a tassel and ruled the country with a robe. In the past, King Gou Jian cut his hair and tattooed his body to govern the country and govern the country. " It can be seen that there were obvious differences in customs and habits of different countries at that time, from hairstyles to crowns and hats, from costumes to accessories, and the formation of this difference lies in the cultural differences of different places.

The evolution of clothing is also inseparable from the influence of cultural trends of thought in various periods. As far as the color of China's traditional costumes is concerned, it is obviously influenced by the theory of Yin-Yang and Five Elements. For example, in Historical Records, it is said that "when Wang changed his surname, he must be cautious at first, change his surname, and it is easy to suit his color". He thinks that Qin's destruction of the six countries was due to the virtue of water, so the color is still black. According to the theory of five elements, water belongs to winter in season and its color is black, so Qin's clothes and flags are still black. In the Han dynasty, the rulers thought that after the Han dynasty inherited the Qin dynasty, it should be regarded as a kind of soil virtue. The five elements theory holds that soil is better than water, and soil is yellow, so the color of clothing is still yellow. The alchemists also combined the theory of five elements with the concept of five elements in astrology, and thought that soil symbolized the center; The wood is cyan, symbolizing the East; Fire is red, symbolizing the south; Gold is white, symbolizing the west; Water is black, symbolizing the north. The five colors of cyan, red, black, white and yellow are considered as positive colors, and yellow is the most expensive color, which is determined as the color of the emperor's royal service. Later, I thought that the symbol of the emperor's unity represented the colors of all parties in the world, so I asked the emperor's clothes to change according to different seasons, that is, Meng Chun wore cyan, Xia Meng wore red, late summer wore yellow, Qiu Meng wore white and Meng Dong wore black, which formed a custom. In addition to the positive color, according to the belief that Yin and Yang coexist and resist each other, the intermediate color is blended, which is between the five colors and is mostly used for casual clothes. The colors of China's costumes, combined with the belief of orthochromatic five parties in ancient times, constitute the background color of traditional costumes, which has been passed down from generation to generation. For example, wearing blue and black clothes in winter and spring in our country is the inheritance of this ancient custom.

Confucianism also had a great influence on clothing, especially the Neo-Confucianism of Zhu Cheng in the Song Dynasty. It emphasizes feudal ethics, and advocates "preserving justice and destroying human desires". In the clothing system, it attaches great importance to restoring old traditions and worshipping ancient costumes; In the color of clothing, emphasize the true color; In terms of clothing texture, it is recommended not to be too luxurious, just simple. The emperor of the Song Dynasty also repeatedly declared that clothing should be "simple" and "not luxurious". In particular, the requirements for women's clothing are particularly strict, changing the fashion of topless women's clothing in the Tang Dynasty. In the early years of Jiatai in Ningzong, except for the emperor and queen, gold and stone jewelry used by women in the court were set on fire to warn the world. For another example, women's hair styles in the early Song Dynasty inherited the legacy of the late Tang Dynasty and the Five Dynasties, and high bun was the most important thing. Most of this comb with high bun is mixed with wigs, and some of it is directly woven into various shapes of fake bun, which is worn on the head when it is used, which violates the principle of simple clothes in Neo-Confucianism. Therefore, Song Shi Yu Fu Zhi said: "Women's fake bun should be banned, and high bun and high crown are still not acceptable." It can be seen that under the influence of Zhu Cheng's Neo-Confucianism, the costumes of Song people were very formal and simple.

The influence of feudal etiquette system on clothing is more specific. China has been bound by etiquette for generations, and the grade difference of clothing is very significant, which to a certain extent has realized "the difference between noble and low, you can know at a glance". Social fashion, which is strictly bound by etiquette system, is permeated with strict hierarchical concept. Even if the people are rich, according to the etiquette law, they are not allowed to wear clothes that they shouldn't wear, and they are not allowed to rely on wealth for more points. Ritual system is such a way to safeguard privileges and prevent them from spilling over. Political power is above property ownership, and directly intervenes in the clothing of all walks of life from the consumption field. The distribution of clothing is determined by the distribution of power, and super-economic forces penetrate into all aspects of social life.

Throughout China's 5,000-year-old costumes, although they are ever-changing and have their own characteristics, there are still certain rules to follow in terms of shape, pattern and color. In terms of shape, there are two basic styles, namely, the upper garment system and the garment system. These two styles of clothing use each other and contain each other. Throughout the evolution history of clothing, women wear more clothes with tops and skirts, and the use cycle is longer. After the Sui and Tang Dynasties, men usually wore robes with upper and lower branches. Among decorative patterns, the most commonly used patterns are animal patterns, plant patterns and geometric patterns. The expression of patterns has gone through several stages, such as abstraction, standardization and realism. In clothing color, it is influenced by the theory of Yin-Yang and Five Elements. Usually five kinds of positive colors are the main colors, supplemented by intermediate colors, which are magnificent and simple.

China is called "the kingdom of clothing". For thousands of years, the people of China have created countless exquisite costumes and made outstanding contributions to the world's clothing forest. Today, after the impact of modern westernization, China's clothing has once again stepped onto the stage of the world's clothing. This shows that China traditional costumes have great vitality and artistic appeal.