The use of traditional cultural elements in advertising design

The use of traditional cultural elements in advertising design

The traditional Chinese cultural elements are extremely rich, the connotation is very deep, is a valuable resource for the creation of advertising art. The following is my search on the use of traditional cultural elements in advertising design, welcome to read, I hope to help you! To learn more about the relevant information please continue to pay attention to our fresh graduates training network!

The Chinese nation has a long history, and Chinese culture is profound.... Chinese excellent traditional cultural elements are an inexhaustible source of inspiration and conception for modern advertising designers. Discussing the use of traditional Chinese cultural elements in advertising design is of great significance for improving the artistic taste and cultural content of advertisements, and creating advertisements with Chinese characteristics that can be recognized by the international community.

First, the basis for the integration of advertising design and traditional Chinese cultural elements

The so-called advertising design refers to the process of design activities from creativity to production of advertisements, and it is the advertisement designer who, in order to influence people's consumer emotions and ideas and establish a brand image, creates artwork with text, graphics, and color as the basic elements, and creates the theme of the advertisement, Creativity, language, text, image, backing and other elements of the combination of creative activities. Traditional Chinese Culture Mainly refers to the culture of Xia, Shang, Zhou and the late Qing Dynasty, including the doctrines of Confucianism, Taoism and Buddhism, natural sciences and humanities, which is an ancient cultural system with distinctive characteristics and stable structure, era inheritance and influence on the whole Chinese nation, with the Han nationality as the main body and Confucian culture as the dominant one. Chinese traditional culture is characterized by tenacious vitality, strong integration and cosmopolitanism. In the author's opinion, the elements of traditional Chinese culture refer to the collection of forms and contents of traditional Chinese culture, the former including auspicious patterns, drama faces, dragon and phoenix patterns, hieroglyphic characters, Chinese red, Chinese calligraphy, seal carving, woodblock prints, cloisonné, paper cuttings, sculptures, gardens, architecture, ancient witchcraft, music, dance, opera, martial arts and so on, which can be perceived by sight and hearing, and the latter refers to the divine charm, the charm, the charm, the charm, the charm, the charm and the content which reflect the intrinsic meaning of the Chinese culture, and the content which reflect the intrinsic meaning of Chinese culture. The latter refers to the divine charm, mood, philosophical thoughts, cultural spirit, artistic concepts, aesthetic concepts, etc., which embody the intrinsic meaning of Chinese culture. Here, we understand the elements of traditional Chinese culture from the perspective of form and spirit of Chinese culture. From this, we can see that the elements of traditional Chinese culture are extremely rich and deep.

(a) Chinese traditional cultural elements are a valuable resource for designers to explore advertising design.

Advertising is essentially a kind of culture, and it is a special kind of contemporary popular culture, which is related to Chinese traditional culture is? flow? and? It is the source of the traditional Chinese culture. The relationship between advertising and traditional Chinese culture is one of "flow" and "source". The world often thinks that? Traditional culture is durable and heavy,? The essence of traditional culture is often time-tested and popular for a certain period of time. The essence of traditional culture is often the time-tested popularity of a certain period of time, with a certain degree of representativeness, in line with the aesthetic principles of the elements, and thus become a model for future generations to imitate and learn from. Chinese traditional culture is profound and profound, and the elements of Chinese traditional culture are infinitely rich, which are inexhaustible sources of creation for advertising designers. For example, many excellent design ideas have been produced in Chinese history, from the germination of design ideas in the Stone Age to the exquisite bronze craftsmanship of the Xia, Shang and Zhou Dynasties, from the rational design ideas in the Song and Yuan Dynasties to the collection of design ideas in the Ming Dynasty, and then to the classic designs originated from the folk in the Qing Dynasty, which are all permeated with the excellent design ideas of the ancient Chinese. Tang and Song poems, Ming and Qing novels, as well as Qin figurines, Tang three-color, paper-cutting, cloth tigers? These traditional cultural elements are everlasting and can still be used as a reference for the creation of our advertising design until today. How to dig, using traditional Chinese cultural elements to make Chinese advertising design highlight the artistic characteristics and cultural characteristics, which has become the designers of the **** knowledge and exploration of the subject.

(2) The use of traditional Chinese cultural elements is a necessary way for modern Chinese advertising design to go global.

The relationship between Chinese advertising design and traditional Chinese cultural elements reflects the relationship between traditional Chinese culture and Western culture. As the saying goes, the more national the more global. In today's economic globalization, the cultural exchanges between countries are becoming more and more frequent, and to occupy a place in the world's culture, advertising is not an effective way. Incorporating traditional Chinese cultural elements into advertising design is to export our cultural values and aesthetic concepts to the world. For example, the various publicity advertisements for the 2008 Beijing Olympic Games and the 2010 Shanghai World Expo ignited the world's interest in traditional Chinese cultural elements. For example, the Beijing Olympic Games in 2008 and the Shanghai World Expo in 2010 ignited the world's passion for traditional Chinese cultural elements. The global attention has been focused on China. The world is watching China. Chinese traditional elements have become a trend in the international business world. have become a trend in the international business world. And as the influence of Chinese advertisements on the world becomes more and more extensive, it is only reasonable that Chinese traditional culture will also be increasingly borrowed and utilized by foreign designers. For example, as early as 2006, the Germans made the Chinese? Bagua? The concept of? Yin and Yang? Chair, won the first prize in the German Red Dot Design Concept Award, illustrates the status of traditional Chinese cultural elements in the world design stage. It can be seen that the use of traditional Chinese cultural elements of affinity and difference, not only can tug at the heartstrings of consumers in their own country, but also to attract the eyes of consumers in other countries, so that Chinese advertising to the world.

(3) The use of traditional Chinese cultural elements in advertising design reflects a strong sense of return to tradition.

After China's reform and opening up, people's thinking began to diversify, social and cultural pluralism, value pluralism, choice pluralism make the original somewhat confused Chinese people do not know what to do, coupled with gold worship, moral slippage, the proliferation of counterfeiting, work pressure, people began to yearn for the previous warm, calm and simple life, resulting in a traditional culture of attachment and return to the mentality. For example, as far as consumption is concerned, people begin to ? to be ancient. In their opinion, the old products. often mean handmade, need to spend more time and money, the product is unique and rare, the producer has a moral conscience; and? Modern products are the opposite. The opposite is true. The trend of antiquity is a trend that has created an interest in traditional Chinese culture. The traditional Chinese cultural elements of people's aspirations, advertising design is not another. The Chinese nation after a long history of precipitation and the formation of a deep cultural heritage and national sentiment of auspicious patterns, decorations, the three friends of the year plum, bamboo, pine, symbolizing the auspiciousness of the three sheep, meaning? The three friends of the year are plum, bamboo and pine, symbolizing the auspiciousness of the three sheep, symbolizing the meaning of the year. Lotus and fish graphics and other traditional cultural elements have become sought after. From the traditional culture to find new inspiration, spirit and connotation has become a kind of consciousness of advertising designers. In the field of design when? internationalization? the proliferation of visual symbols and localization? When the phenomenon of aphasia of visual language is more prominent, advertising design towards tradition, the use of traditional cultural elements in advertising more and more common has become a kind of inevitable and transcendence.

Second, the use of traditional Chinese cultural elements in advertising design

Advertising design is mainly through the visual symbols of the value of the goods conveyed to the audience of the artistic behavior, is to communicate the bridge between the enterprise, the goods and the audience. In order to achieve the purpose of publicizing the culture and promotion of new products, advertising designers can look for cultural complexes and artistic inspiration from traditional Chinese cultural elements, and apply traditional Chinese cultural elements to advertising design, so as to enhance the artistic and cultural content of products.

(1) Utilizing the value of traditional Chinese cultural elements to enhance the theme of advertisements and deepen the meaning of advertisements.

The theme of the advertisement is a red thread that runs through the advertisement. In addition to considering the factors of the product and the brand itself, the establishment of the advertising theme should also consider how to utilize traditional Chinese cultural elements to shape the brand image and create added value for the product. The application of Chinese culture in advertising design is based on traditional Chinese culture, leaving the support of culture, the kind of symbolic and superficial Chinese elements can not fully reflect the deep heritage of traditional culture, and may not be able to bring the product's real? Soul? Chinese traditional cultural elements embodied in the Chinese culture of charm, mood, philosophical thinking, cultural spirit, artistic concepts, aesthetic concepts, etc. is to enhance the theme of the advertisement is the most valuable resources of thought. The theme is the soul of the advertisement, and a distinctive, focused and profound advertising theme can enhance the cultural value of the advertisement, realize the effective communication of the meaning, and arouse the emotional identity of the audience.

How to apply Chinese elements to advertising theme design?

First of all, it is necessary to conduct market research, clear product positioning, and determine the advertising theme. The main thing is to grasp the psychological needs of consumers. Secondly, to combine the characteristics and functions of the product in-depth study of the deep-seated cultural characteristics behind the product, to distill the essence of a certain culture and the core content, and finally put forward the theme of product design. Specific methods are mainly reflected in the following aspects: First, the essence of Confucian ethical and moral values of benevolence, righteousness, propriety, filial piety, fraternity, honesty, shame, loyalty, forgiveness, wisdom, trust and other aspects of the content of the infiltration of the theme of today's advertising. This has become an important value of modern advertising to shape the brand image of the root, is conducive to reflect the connotation of humanism in advertising, promote truth, goodness and beauty, such as a number of late filial piety and respect for the elderly advertisements have achieved good advertising results is to make use of Confucian ethical and moral concepts, to bring the audience closer to the audience, triggered by the audience's **** Ming's sake. Benevolence is most likely to trigger the advertising audience's ****ing sense. Secondly, the beneficial components of ancient Chinese philosophical thinking are extracted as the ideological roots of advertising themes. For example, the Chinese philosophers of ? The unity of heaven and man? Ideas emphasize the harmony between man and nature, adjusted to cure the earth's resources, the environmental crisis of a good remedy, this idea can be integrated into the advertising theme of environmental protection products, bring economic and social benefits. Thirdly, it will utilize the context theory of classical Chinese poetry and painting to create advertising themes. In short, mood is the meaning and realm conveyed by literary works with the help of images. The use of contextual theory in advertising design enables the audience to associate with limited advertising elements to achieve the realm of endless meaning. The traditional Chinese aesthetic mood emphasizes the naturalness of truth, the blending of scenes, the sense of words, and the aftertaste. For example, the design of Nongfushanquan has the theme of ? Nongfushanquan comes from high-quality water and never uses tap water. Green water, hazy mountains, mountain reflection is clearly visible, a bottle of Nongfushanquan mineral water is placed on the right side of the picture, while the left side are picturesque landscapes, emphasizing the theme of the advertisement. Ink and wash technique-based advertising works on the mood of the performance is particularly prominent.

(ii) Integration of traditional Chinese cultural elements into modern advertising production, to create advertising works of art with traditional Chinese characteristics and modern flavor.

Traditional Chinese cultural elements are extremely rich, their patterns, schemas, images, their forms, images, morphology, and their artistic expressions all have high artistic value, and are modeling resources that can be utilized in modern advertising design. Modern advertising design in the use of traditional cultural elements at the same time to take into account the international requirements of modern advertising design and the aesthetic interests of modern society, the traditional elements of the transformation, highlighting the advertising design of the 'artistic, humanistic, digging the essence of traditional culture, highlighting the national personality.

First, the use of traditional Chinese modeling elements in the selection of materials and moderate innovation.

Advertising as a symbol must choose a carrier, that is, a form of expression. Traditional Chinese cultural elements materialized as a modeling element, can be flexibly integrated into modern advertising design, such as the totem of Chinese primitive society, Taiji Bagua, Terracotta Warriors, Peking Opera face, shadow, auspicious cloud pattern, dragon wind pattern, the God of the Door, the unicorn, seal carving seals, etc. can be used in modern advertising design, the addition of these traditional elements to highlight the traditional regional culture, highlighting the rich national characteristics, which will help the design of the These traditional elements can highlight the traditional regional culture and national characteristics, which will help to extend the design concept and enhance the visual impact. For example, the pomegranate symbolizes good fortune, the pine crane symbolizes health and longevity, and the mandarin duck symbolizes the love of husband and wife. By integrating these traditional Chinese patterns into modern graphic design, the meaning of the symbols triggers the cultural ****sing of the consumers, thus achieving the communication effect of the advertisements.

The use of traditional modeling elements, not simply copy the traditional pattern, but to y understand the traditional modeling elements of the cultural heritage contained in the modern aesthetic concept of the traditional symbols for transformation, refinement, between traditional and modern bridge, so that the modern advertising art design more humanistic. There are three specific methods: first, direct application; second, form transfer, that is, based on the traditional visual elements, creative design, you can change the same element on the screen by changing the perspective, location or even the combination of concentrated elements to form a new art element; third, element reconstruction, that is, according to the cultural connotation and the law of artistic design, traditional graphics, patterns and other elements to be refined, and then the refined elements of various elements Organization and integration to form new artistic elements. For example, the traditional Chinese auspicious motifs such as "Lunar New Year", "Flowers and Prosperity", "Three Sheep in Bloom", "Together in the Same Heart", "Heavenly Maiden Scattering Flowers", "Dragon and Phoenix", "Danfeng Chaoyang", "Peach Offering Longevity", etc., not only have beautiful motifs but also are full of vigor and vitality, which imply people's hope for Fortune, Luck, Longevity, Happiness, Fortune, Auspiciousness, Harmony, Peace and Nurture? The beautiful wishes of the people. Using the three methods mentioned above to recreate and innovate in advertising design not only enhances the artistry of advertising, but also reduces the psychological pressure of modern people and creates a harmonious mind space.

Secondly, the color expression of traditional Chinese art is borrowed in the creation of advertisements.

Advertising is a way of visual communication, and color is the most significant external feature of advertising. Color expresses people's beliefs, expectations and hopes for the future of life, the use of color in advertising design, reflecting the personality and emotional characteristics of the designer, but also most able to attract the attention of consumers. The use of color is crucial to make your advertisement different from others and catch people's eyes in a large number of advertisements. In Chinese traditional color, among the five colors of green, yellow, red, white and black, red, black and white are the most used in print advertisement design. Red, black, white? These three colors have sharp visual effects and strong visual impact, and are quite popular among designers and the public. The red color is red, which is considered as Chinese red, a traditional Chinese universal festive color, naturally often used in design. Black and white are also often used together in design due to their strong contrast and conflict.

Chinese traditional colors in advertising design will achieve good artistic effect when used reasonably. Such as Chinese red is the Chinese nation's love and worship of this abstract color, meandering expression of a deep-seated hidden desires and aspirations for a happy and beautiful life, it is given to show the national image of the iconic color, which y influences the Chinese people's color tendencies and habits of use, so that the performance of Chinese colors in today's globalization, fashionable process of distinctive personality. Nowadays? Chinese red? has permeated every aspect of advertising design, which conveys to the world the emotions of celebration, auspiciousness, joy and harmony. Another example is the Chinese ink technique. Ink painting is China's national treasure, with the ability to make people? See endless, think endless? s artistic charm. However, its secret weapon is just ordinary ink, which is mainly light black, with muted colors and endless expressive power. Chinese ink color elements appear in the field of advertising design in an innovative way, can increase the meaning of the work, highlighting the characteristics of national art.

Third, in the creation of advertisements, the use of traditional Chinese art techniques and principles of creation.

Traditional Chinese culture contains a large number of art creation techniques, experience, some of which are also called creative principles, such as?

The principle of unity of opposites is an ancient Chinese philosophical principle and principle of artistic creation. It was first embodied in the Chinese tai chi diagram. The Tai Chi diagram is composed of a black fish and a white fish in an S-shape in a circle, with their heads and tails connected. There is yang in the yin, and yin in the yang, which can be rotated, change endlessly, and be born endlessly, showing the contradictory law of opposition and unity. Taiji symbolizes the development of Chinese civilization, and the idea it contains is one of the essences of traditional Chinese culture, so we should grasp its spiritual essence and connotation, and put it into practice. Taiji graphic? The concept of "Tai Chi diagram" and its variations should be integrated into the advertisement design to show the charm of Chinese traditional art. There are many advertisements that utilize the Taiji diagram, such as the Pepsi logo, the Korean flag, the logo of the National Acrobatic Troupe, the logo of Hong Kong's Seibu Department Store, the logo of Hong Kong's Phoenix Satellite Television, etc. The principle of unity of opposites is widely used in advertisements. It can be seen that the principle of unity of opposites is widely used in all kinds of advertising design. Another example? White space? The principle of unity of opposites is widely used in all kinds of advertisement design. Hidden realm? and the principle of unity of opposites are widely used in advertising design. "Create a momentum"? What's the point? create danger? and other traditional Chinese art composition techniques in modern advertising is also very common.

In short, the use of traditional Chinese cultural elements in advertising is very broad, worth studying a lot of things, and to be studied in depth. In terms of advertising design, we should? Based on tradition, facing the world? , respect for the uniqueness of national art and the aesthetic psychology of the Chinese nation combined with modern international common art concepts, and strive to innovate to create advertising works with Chinese characteristics and can be recognized by the international community.