Advertisements embodying China's traditional culture

Believe in the Power of Brand —— CCTV Image Advertisement "Ink"

From intangible to tangible

From finite to infinite

I believe many people are deeply impressed by this advertisement of CCTV09 in 2009.

This article is a brand-new image propaganda film launched by CCTV in September 2009, which conforms to the image propaganda slogan of "Believe in the power of brand" put forward by CCTV earlier. Unique creativity, through describing the process of a drop of ink infiltration and water fusion, thus conjuring up a series of China cultural symbols, such as landscapes, flowers and birds, martial arts, architecture and so on. With the poetic display of the artistic conception of "from intangible to tangible, from bounded to unbounded", the appropriate use of ink and wash culture and Chinese painting elements will inject new vitality into advertising films, and render and contrast the profound and long-standing culture of CCTV and even China.

Nowadays, advertisements are increasingly used in the traditional culture of China. China's art contains rich aesthetic theories. Since ancient times, human beings have never stopped pursuing beauty. Countless people have given different definitions of beauty from various aspects, and the increasingly rich material life has also enhanced people's aesthetics. The charm of traditional culture lies in that it is the sum of all kinds of material and spiritual things formed and accumulated by human beings in the long-term interaction with nature, and its owners are rich and profound. In fact, modern design is inseparable from traditional culture. In human history, traditional cultural elements have been preserved through the continuation of modern art design, so that traditional cultural elements can serve modern civilization. The Chinese nation has left us countless cultural treasures, and even today's people can hardly reach that cultural height. These are the spiritual wealth that we must inherit. Therefore, to inherit and carry forward traditional culture in modern design, we should carry forward our traditional culture with a scientific attitude of "taking its essence and discarding its dross".

China has a long history of traditional culture, and graphics are the beginning of the formation of traditional culture. Since the records of human history, the ancients used graphics to convey ideas and exchange feelings, leaving a valuable cultural heritage for future generations. Traditional culture is a highly refined factor, which absorbs all excellent cultures, including writing, humanistic architecture, national customs, literature and art, historical figures, etc., and can reflect national individuality. Traditional cultural elements are not only formal visual symbols, but also a spiritual core. In today's society, China traditional culture is the main source of advertising creativity, such as lanterns, Peking Opera masks, Mid-Autumn Festival full moon, China Kung Fu, Four Treasures of the Study, Chyi Chin calligraphy and painting, antique furniture, seal cutting, China Red and so on. These are popular symbols in print advertisements. However, when using traditional cultural elements, we must realize that these traditional cultural elements are not just a pattern, but originated from China's traditional culture, which is the carrier of traditional cultural spirit.