The Application of Traditional Cultural Elements in Advertising Design

The Application of Traditional Cultural Elements in Advertising Design

China's traditional cultural elements are extremely rich and profound, and they are valuable resources for advertising art creation. The following is about the application of traditional cultural elements in advertising design, which I searched and sorted out. Welcome to read, I hope it will help you! For more information, please continue to pay attention to our fresh graduates training network!

The Chinese nation has a long history and profound Chinese culture. China's excellent traditional cultural elements are inexhaustible inspiration and creative source for modern advertising designers. Exploring the application of China traditional cultural elements in advertising design is of great significance for improving the artistic taste and cultural content of advertisements and creating advertising works with China characteristics that can be recognized by the international community.

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

The so-called advertising design refers to the process of advertising design activities from creativity to production. It is a creative activity in which an advertisement designer creates art with words, figures and colors as the basic elements, and arranges the theme, creativity, language, words, images and foil of advertisements to influence people's consumption emotions and concepts. ? China traditional culture? Mainly refers to the culture of Xia, Shang and Zhou in the late Qing Dynasty, including Confucianism, Buddhism and Taoism, natural science and humanities. It is an ancient cultural system with distinctive features and stable structure, which is dominated by the Han nationality and has been passed down by the times and influenced the whole Chinese nation. China traditional culture has strong vitality, strong integration and cosmopolitan characteristics. The author thinks that the elements of China traditional culture refer to the sum of the forms and contents of China traditional culture. The former includes auspicious patterns, drama masks, dragon and phoenix patterns, hieroglyphics, China Red, China calligraphy, seal cutting, woodblock New Year pictures, cloisonne, paper-cutting, sculpture, gardens, architecture, ancient witchcraft, music, dance, opera and martial arts. The latter refers to the embodiment of China culture. Here, we understand the traditional cultural elements of China from the perspective of the form and spirit of China culture. Thus, the elements of China traditional culture are extremely rich and the connotation is extremely profound.

(A) China traditional cultural elements are valuable resources for designers to explore advertising design.

Advertising is a kind of culture in essence, and it is a special popular culture in contemporary times. What does it have to do with China's traditional culture? Flow? With what? Source? The relationship. The world often thinks? Traditional culture? It is both durable and heavy. Traditional culture? The essence of China's calligraphy is often a popular element in a certain period that has stood the test of time. It is representative and conforms to aesthetic principles, thus becoming a model of imitation and learning for later generations. China's traditional culture is extensive and profound, and China's traditional cultural elements are infinitely rich, which is an inexhaustible creative source for advertising designers. For example, many excellent design ideas have emerged in the history of China, from the germination of design ideas in the Stone Age to the exquisite bronze crafts in 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 people in the Qing Dynasty, all of which are permeated with the excellent design ideas of ancient China. Poetry in Tang and Song Dynasties, novels in Ming and Qing Dynasties, terracotta warriors and horses, tri-colored paintings in Tang Dynasty, paper-cutting and cloth tigers? These traditional cultural elements are timeless and can still be used as a reference for our advertising design until today. How to excavate and utilize the traditional cultural elements of China, and make China's advertising design show its artistic and cultural characteristics, has become a subject of knowledge and exploration for designers.

(B) Flexible use of China traditional cultural elements is the only way for China modern advertising design to go global.

The relationship between China's advertising design and China's traditional cultural elements reflects the relationship between China's traditional culture and western culture. As the saying goes, the more national, the more cosmopolitan. In today's economic globalization, cultural exchanges between countries are becoming more and more frequent, and advertising is an effective way to occupy a place in world culture. Integrating China traditional cultural elements into advertising design is to export our cultural values and aesthetic concepts to the world. For example, the advertisements of the 2008 Beijing Olympic Games and the 20 10 Shanghai World Expo have ignited the world's right? China traditional cultural elements? Enthusiasm, global attention to China. Pursuing China culture and application? China traditional elements? Has formed a wave in the international business community. With the more and more extensive influence of China's advertisements on the world, it is reasonable that China's traditional culture will be more and more used for reference by foreign designers. For example, as early as 2006, what did the Germans do to contain China? Gossip? Ideal? Yin and Yang? The chair won the first prize of German Red Dot Design Concept Award, which shows the position of China traditional cultural elements in the world design stage. It can be seen that the affinity and differences of China's traditional cultural elements can not only strike a chord with domestic consumers, but also attract the attention of consumers in other countries, and make China's advertisements go global.

(3) The application of China traditional cultural elements in advertising design reflects the contemporary people's deep sense of returning to tradition.

After China's reform and opening up, people's thoughts began to diversify. The diversity of social culture, values and choices makes China people confused. In addition, people began to yearn for the warm, calm and simple life before, resulting in the attachment to traditional culture and the psychology of returning. For example, as far as consumption is concerned, people begin to? Cyangus? . In their view? Old products? It often means that manual production needs more time and money, the uniqueness of products is few and far between, and producers have moral conscience; And then what? Modern products? The opposite is true. ? Ancient peak? It has given birth to people's demands for China's traditional cultural elements, and advertising design is no exception. Auspicious patterns and decorations with profound cultural background and national feelings formed by the Chinese nation after a long historical period symbolize auspiciousness, auspiciousness, auspiciousness, auspiciousness, auspiciousness and auspiciousness. More than a year? Traditional cultural elements, such as lotus and fish graphics, have become sought after objects. Seeking new inspiration, spirit and connotation from traditional culture has become a consciousness of advertising designers. In the field of design? Internationalization? Diffusion of visual symbols. Localization? When the aphasia of visual language becomes more prominent and advertising design tends to be traditional, the application of traditional cultural elements in advertising becomes more and more common, which becomes a necessity and transcendence.

Second, the application of China traditional cultural elements in advertising design

Advertising design is mainly an artistic act to convey the value of goods to the audience through visual symbols, and it is a bridge to communicate enterprises, goods and audiences. In order to promote the culture of new products and promote sales, advertising designers can look for cultural complex and artistic inspiration from China traditional cultural elements, and apply China traditional cultural elements to advertising design, so as to enhance the artistry and cultural content of products.

(A) the use of the value of traditional cultural elements in China to enhance the theme of advertising and deepen the connotation of advertising.

The advertising theme is a red line that runs through the advertising works. Besides the factors of the product and the brand itself, the establishment of the advertising theme should also consider how to use the traditional cultural elements of China to shape the brand image and create the added value of the product. The application of China culture in advertising design is based on the traditional culture of China. Without the support of culture, those symbolic and superficial elements in China can not fully reflect the profound heritage of traditional culture, and may not bring real products? Soul? . The charm, artistic conception, philosophical thought, cultural spirit, artistic concept and aesthetic concept of China culture embodied by China traditional cultural elements are the most valuable ideological resources to enhance the advertising theme. Theme is the soul of advertising. A distinctive, concentrated and profound advertising theme can enhance the cultural value of advertising, realize the effective communication of meaning and arouse the emotional identity of the audience.

How to apply China elements to advertising theme design?

First of all, we should conduct market research, make clear the product positioning and determine the advertising theme. The most important thing is to grasp the psychological needs of consumers. Secondly, it is necessary to combine the characteristics and functions of products, deeply study the deep-seated cultural characteristics behind products, extract the essence and core content of a certain culture, and finally put forward the theme of product design. The specific methods are mainly embodied in the following aspects: First, the essence of Confucian ethical values such as benevolence, righteousness, courtesy, filial piety, loyalty, honesty, shame, loyalty, forgiveness, wisdom and faith permeates today's advertising theme. This has become an important source of value for modern advertising to shape brand image, which is conducive to embodying humanistic spirit and promoting truth, goodness and beauty in advertising. For example, many advertisements for the younger generation to honor the elderly have achieved good advertising results, that is, using Confucian ethics and morality, narrowing the distance with the audience and causing the audience to sing. Kindness is the most likely to cause a sensation among advertisers. The second is to extract useful elements from China's ancient philosophy as the ideological source of advertising theme. Like the China philosopher? Harmony between man and nature? This concept emphasizes the harmony between man and nature and is a panacea to solve the global resource and environmental crisis. This kind of creativity can be integrated into the advertising theme of environmental protection products, bringing economic and social benefits. Thirdly, using the artistic conception theory of China's classical poetry and calligraphy, the theme of advertisement is created. In short, artistic conception is the meaning and realm conveyed by literary works with the help of images. The application of artistic conception theory in advertising design makes the audience associate with limited advertising elements and reach the realm of incoherence and endless meaning. China's traditional aesthetic artistic conception emphasizes the truth and nature, the blending of scene and scene, and its implication is meaningful and memorable. For example, the design of Nongfu Spring, what is its theme? Nongfu Spring comes from high-quality water and never uses tap water? . Green water source, hazy mountain color, and the reflection of the mountain is clearly visible. A bottle of mineral water from Nongfu Spring is placed on the right side of the screen, and the picturesque scenery on the left side emphasizes the theme of the advertisement. The artistic conception of advertising works with ink and wash techniques is particularly prominent.

(2) Incorporate China traditional cultural elements into modern advertising production, and create advertising art works with China traditional characteristics and modern flavor.

China is rich in traditional cultural elements. Their patterns, schemata, images, forms, images and artistic expressions all have high artistic value and are available modeling resources for modern advertising design. While using traditional cultural elements, modern advertising design should take into account the internationalization requirements of modern advertising design and the aesthetic taste of modern society, transform traditional elements, highlight the artistry and humanization of advertising design, tap the essence of traditional culture and highlight national individuality.

First of all, China traditional modeling elements are used in the selection of materials, and appropriate innovations are made.

As a symbol, advertising must choose a carrier, that is, a form of expression. China's traditional cultural elements are embodied as a modeling element, which can be flexibly integrated into modern advertising design. For example, the totem of primitive society in China, Taiji Bagua, Terracotta Warriors, Peking Opera masks, shadow play, auspicious cloud patterns, dragon wind patterns, door gods, Kirin and seal cutting can all be applied to modern advertising design. The addition of these traditional elements can highlight the traditional regional culture, highlight the rich national characteristics, and contribute to the extension of design concepts and the enhancement of visual appeal. For example, pomegranate symbolizes many children, Song He symbolizes health and longevity, and Yuanyang symbolizes conjugal love between husband and wife. Integrating these traditional Chinese patterns into modern graphic design will arouse the cultural resonance of consumers through the meaning carried by symbols, so as to achieve the communication effect of advertisements.

Using traditional modeling elements, we should not simply copy traditional patterns, but deeply understand the cultural connotation contained in traditional modeling elements, transform and refine traditional symbols with modern aesthetic concepts, bridge the gap between tradition and modernity, and make modern advertising art design more humanized. There are three specific methods: first, direct application; The second is form transfer, that is, creative design is carried out on the basis of traditional visual elements, and new artistic elements can be formed by changing the perspective and position of the same element or even combining concentrated elements on the screen; Thirdly, element reconstruction, that is, according to the cultural connotation and artistic design rules, traditional elements such as graphics and patterns are extracted, and then the extracted elements are organized and integrated to form brand-new artistic elements. For example, the traditional auspicious patterns in China are all more than one year old, including rich flowers, harmonious flowering of three sheep, scattered flowers of the goddess, the rising of the phoenix, flat peaches and so on. Among them, not only the patterns are exquisite, but also full of vitality and vitality, which reflects people's right? Happiness, wealth, longevity, happiness, wealth, luck, harmony, security and support? Good wishes. Using the above three methods to re-create and innovate in advertising design can not only enhance the artistry of advertising, but also reduce the psychological pressure of modern people and create a harmonious spiritual space.

Secondly, in the advertising creation, the color expression techniques of China traditional art are used for reference.

Advertising is a way of visual communication, and color is the most obvious appearance feature of advertising. Colors express people's beliefs, expectations and hopes for future life. The use of color in advertising design reflects the designer's personality and emotional characteristics, and can also attract consumers' attention. In order to distinguish your advertisement from other advertisements, the use of color is very important. Among the traditional Chinese colors, red, black and white are the five colors of cyan, yellow, red, white and black that are most used in print advertising design. ? Red, black and white? These three colors have distinct visual effects and strong visual impact, which are favored by designers and the public. Red is red, which is considered as China Red. It is a traditional festive color in China, so it is often used in design. Because of the strong contrast and conflict between black and white, they are often used together in design.

Reasonable use of Chinese traditional colors in advertising design will achieve good artistic effects. China Red, for example, is the Chinese nation's love and worship for this abstract color, which expresses a hidden longing for a happy and beautiful life in a roundabout way. It is endowed with the symbolic color to show the national image, which has a profound influence on the color tendency and usage habits of China people, and makes the expression of China color have a distinct personality in the process of globalization and fashion. Now? China red? It has penetrated into all aspects of advertising design, and it conveys festive, auspicious, joyful and harmonious feelings to the world. Another example is China's ink painting techniques. Ink painting is the quintessence of China, which makes people? Can't see and think? The artistic charm of. But its secret weapon is ordinary ink and wash, mainly light black, with elegant colors and endless expressive force. China ink color elements appear in the field of advertising design in an innovative way, which can increase the connotation of works and highlight the characteristics of national art.

Thirdly, creative skills and principles of China traditional art should be applied flexibly in advertising creation.

China's traditional culture contains many artistic creation skills and experiences, some of which can be called creative principles, such as? Don't like it? 、? Take off the shape and write god? 、? Vivid? 、? A vivid portrayal? 、? Both form and spirit? 、? Balanced symmetry? 、? Natural balance? 、? Hasty and impeccable? Wait a minute. If these creative experiences and principles can be flexibly applied to print advertising creation, advertising design will undoubtedly achieve new transcendence on the basis of inheritance.

The principle of unity of opposites is the philosophical principle and artistic creation principle of China in ancient times. It was first embodied in China's Taiji diagram. The Tai Chi diagram consists of a black fish and a white fish in an S-shape. Taiji shows that there is yang in yin and yin in yang, which can be repeated and varied endlessly, showing the contradictory law of unity of opposites. Taiji figure symbolizes the development of Chinese civilization, and its thought is one of the essences of China traditional culture. We should grasp its spiritual essence and connotation. Tai Chi map? The concept and its changes are integrated into the advertising design to show the charm of China's traditional arts. There are many advertisements that use Taiji flexibly, such as Pepsi logo, Korean flag, National Acrobatic Troupe logo, Saiwu department store logo in Hong Kong, Phoenix TV logo in Hong Kong and so on. Thus, the principle of unity of opposites is widely used in all kinds of advertising design. Another example? Leave blank? 、? Tibetan territory? 、? Create momentum? 、? Take a risk? China and other traditional art composition techniques are also widely used in modern advertisements.

In a word, China traditional cultural elements are widely used in advertisements, and there are many places worth studying, which need further study. In advertising design, we should? Based on tradition and facing the world? We will combine the respect for the uniqueness of national art and the aesthetic psychology of the Chinese nation with modern international art concepts, and strive to create innovative advertising works with China characteristics that can be recognized by the international community.

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