Earth Public Welfare Poster-What is the significance and purpose of public welfare posters?

Which poster ideas stand out to you?

Telescope advertisement: Come and see how powerful our telescope is. You can see the moon from the earth, you can even see the national flag on the moon, and even more amazing, you can see the words on the moon: madeinchina, China manufacture. Ha ha. What is the meaning and purpose of public welfare posters?

1. When the print media does not have advertising screens, you can prevent the media from being empty and seeing the ugly inside.

2. If the public welfare poster you design wins the grand prize, it will be a great influence to the advertising design company. A very good signboard urgently needs the connotation and expression of a public welfare poster?

The cultural characteristics contained in public welfare posters

Abstract: This article briefly analyzes the design concept, style and unique artistic charm conveyed by the graphic public welfare poster art in the information age, and expresses its The cultural characteristics reflected illustrate that public welfare poster art has a distinct cultural public welfare theme, and is expressed in its serialization, localization, symbolization and other forms, becoming a media representative that reflects the culture of the times and advanced culture.

Keywords: Understanding the cultural characteristics of public welfare posters in the information age

In the information age where graphic language has become the dominant communication, we have entered a new century of design culture. The integration of design and culture creates a cultural life form of diversified design, allowing the design concepts, thinking, style, and aesthetics to infiltrate unique cultural values.

Poster art (i.e. poster advertisement, English translation: Poster

Advertisement) has a history of more than 100 years. It is an outdoor advertisement posted in public places. Printed advertising is mainly divided into two types: commercial posters and social welfare posters. Although poster art is facing the impact from newspapers, magazines, television and other media with the advent of the information age, the high cultural content and unique artistic charm of visual expression displayed by the public welfare poster art that constantly seeks for innovation and innovation are still at a The important position of advertising media. However, due to the limitations of the target audience of the product, commercial posters that aim for pure economic benefits cannot escape the fierce market competition and economic manipulation. They pay too much attention to the commercial value on the material level, thereby ignoring the cultural value and artistic value on the spiritual level, and are difficult to obtain. Long-term vitality. In today's information age, many companies have partnered with public welfare posters to use them as a media window to shape the company's own image. The operation of commercial posters therefore pays more attention to culture and artistry, thereby shortening the cultural gap with public welfare posters. gap, thereby improving its affinity and reputation. It can be seen that public welfare posters in the information age provide designers with unlimited creative space in this diversified design field. At the same time, they have also become the disseminators of modern design culture and concepts. They effectively convey the theme of human spiritual and cultural fields with Magical visual symbols inject cultural concepts into extraordinary creativity, allowing design to dialogue with the soul, conveying the visual semantics and vitality of design culture, and becoming a media representative that reflects the culture of the times and advanced culture.

Public welfare themes that reflect the cultural concepts of the times

With the increasing integration of the international economy, the huge changes in the communication space, and the exchange and interaction of art and culture, people are increasingly in need of spiritual world Satisfying multiple sensibilities, poster art, as a communication medium for information dissemination, collides with people's lives and spiritual fields with graphic language and theme design infused with cultural concepts, becoming one of the most spiritually penetrating media.

The concept of culture has long been integrated into all human activities, running through human material and spiritual space. The word culture in "Ci Hai" "broadly refers to the material created in the historical practice of human society. The sum of wealth and spiritual wealth. In a narrow sense, it refers to the ideology of society, as well as the systems and organizations that correspond to it." It can be seen that culture is a kind of accumulation and a creative process. Ideas, value orientations and humanistic spirit are the most basic factors that constitute culture. Different eras will convey unique cultural views. Modern art design is reflected in the process of modern civilization. The advanced design concepts, design ideas, and design techniques all contain the creative spirit of modern culture, and as flat public welfare posters in modern art design, they reflect the values, ethics, aesthetics, and outlook on life of the deep structure of the human spirit. Ideology, guide group behavior patterns, promote new concepts of the times, and trigger public awareness of public welfare and public welfare behaviors. This kind of artistic work that meets people's spiritual functional needs must be endowed with profound cultural characteristics.

"Theme is an idea and the most unique and basic element of all works of art." [1] The theme of disseminating clear concepts and ideas is the core and soul of the public welfare poster design process, which itself contains profound cultural connotations and philosophy. International and domestic advertising design authoritative organizations launch different social welfare themed poster design competitions from a cultural perspective almost every year, allowing designers to use visual language to interpret people and relationships from multiple angles and in a multi-theme manner within the limits of the theme. , the eternal topics of people and society, people and nature, to show traditional virtues, fair ethics and social care. Theme posters with rich and distinctive connotations spread spiritual civilization, guide public opinion, dominate public ideology and behavior, and promote the rapid development of social welfare undertakings. For example: the annual public service advertisement design competition jointly sponsored by the China Advertising Association and the China Industry and Commerce Administration has launched the "Chinese Good Fashion" themed design in 1996 to promote the nation's excellent traditions and virtues. Themes such as "Food Fighting Spirit", "Macao's Return", "Establishing New Trends and Marching into the New Century" reflect the main cultural spirit of the times and subtly inspire and educate people. To sum up, the themes of public welfare posters that embody the cultural theme of the times are usually divided into the following categories:

(1) Taking the environmental protection theme of human society as the theme

Human beings are pursuing the high speed of material economy. During development, the protection of human living space has been ignored. Humanity's unlimited development of limited resources and the environment has made the earth increasingly facing crisis, and environmental protection issues have become the most concerning issue in the world. Therefore, themes such as "protect nature, protect the environment, protect wild animals, save land resources, save water resources, prevent water pollution, prevent air pollution, prevent noise pollution," have become the themes of public welfare posters to convey the harmony between humans and nature* Best wishes from **.

(2) Taking human life and health as the theme

Cherishing life, respecting the value of life, and choosing a healthy and safe life are the most basic desires of human beings and also the social responsibility of society. of care. Therefore, themes related to the value of life such as "refuse drugs, cherish life, no smoking, no alcohol, traffic safety, health and epidemic prevention" are more approachable and shocking.

(3) The theme is to promote new social trends and virtues

Society is a big family, carry forward the fine traditions and virtues inherited by the Chinese nation for thousands of years, and arouse public morality Consciousness and establishing new social trends are the call of the times. The themes involved in this include "family harmony, respecting the elderly and caring for the young, family ties, friendship and love, obeying the law, mutual help and love, protecting the legitimate rights and interests of women and children, and curbing domestic violence and suicide" have long been included in public welfare posters to promote good and abandon evil. promotional theme.

(4) Taking the theme of revitalizing the development of education and science and technology as the theme

Education and science and technology are the foundation of national economic development and the root of national prosperity. Education determines the quality of citizens, and science and technology Driven by the economic boom, themes such as "Project Hope, out-of-school children, issues of increasing and reducing students' burdens, re-employment projects, respecting intellectual property rights and combating piracy" have become science and education themes expressed in public welfare posters.

(5) With the theme of improving the quality of the population in society

With the development of human society, on the one hand, the highly technological market economy requires high-quality talents; on the other hand, human beings and The relationship between the earth and the earth is becoming increasingly tense. The earth's home cannot bear the infinite growth of population density. Topics such as "population control, family planning, population aging, and high-quality talents" have become the themes reflected.

(6) With the theme of promoting national culture and patriotic spirit

National culture and art are the treasures of human culture, and promoting traditional culture and art is the social responsibility of mass media. .All themes that promote national prosperity, development, peace, and unity are the themes of public welfare posters.

(7) The theme is to spread the concepts and culture of the times

Enter the information age, giving birth to new culture, new concepts, and new thinking, keeping pace with the times, Everything needs to be communicated. This poster theme that releases cultural concepts will give people deeper thinking and pursuit of the future.

Pursue the cultural expression of theme series

The industry competition brought about by high-speed informatization has promoted the rapid development of communication media. The bombardment of media advertisements has overwhelmed consumers. People surrounded by information are already in a state of audio-visual numbness, the way they receive information is becoming increasingly personalized, and the information induction and forgetting rate is high. Advertising media in the information age will face new challenges and opportunities. Graphic public welfare posters, a communication media with graphic media, rely on static images on square paper to not only pursue cultural taste, but how can they improve the visual attention rate and information acceptance rate of viewers? In recent years, the theme series appeal of public welfare posters has formed The large-scale visual advantage allows the theme to be expressed in depth at multiple levels and angles, which not only improves the intensity of communication, but also makes the theme's guidance and persuasion functions more friendly, strengthens concepts, and enriches visual expression. This kind of cultural expression that pursues the serialization of sub-themes under the leadership of the central theme, and the in-depth thinking and extension of its connotations reflect another cultural characteristic of public welfare posters in the information age.

(1) A series of sub-themes with concentrated ideas

Any work should convey the theme and reflect the creative idea. The series of sub-themes subordinate to the central theme must clearly express the ideological core of the poster theme, that is, the ideas conveyed must be concentrated, concise and clear, and give people a clear and clear concept. In this way, they are composed of multiple sub-themes with the same idea. A series of combinations builds a solid fortress of ideas. The resulting powerful visual lineup and theme offensive can enable viewers to gain a deep understanding of the theme and enhance their memory.

(2) Unique expressions from multiple perspectives

After clarifying the ideological core of the central theme, the expression of serialized sub-themes must approach the theme from a novel and unique perspective and create Create a set of node-like sub-topics with unique insights, and use this to specifically expand its expression and fully expand imaginative thinking: or explore new ideas from a macro perspective, social value perspective, personal concept perspective, harm perspective, etc. ; Or use metaphors, inferences, analogies, assumptions and other rhetorical techniques in literature to inspire innovative thinking, and seek the most innovative, connotative, and wonderful set of unified sub-themes of language structure form, which will serve as The theme concept expressed in creative design and the basic positioning of creating picture effects are the inner lifeline of forming a serialized style. Interpretations at multiple levels and from different angles will further highlight the message intensity of the theme, allowing the public to accept concepts and information in the transmission of the same cultural concepts. This unique theme serialization style reflects the individual charm of the work.

(3) Revealing the profound connotation of the theme

If a design work, especially a design work that spreads concepts, cannot unearth exciting ideological connotations, of course it is not considered a design work. A masterpiece of excellence. Public welfare posters with deep thinking actually come from the designer's careful perception of ordinary life, thinking about the concepts, values, aesthetics, and creative philosophy brought by life. They are the most emotionally arousing posters for the majority of viewers. The topic of Ming is a profound philosophy that is indirectly hinted by different expression techniques, thus giving people more cultural enlightenment.

In the series of cultural expressions, the sub-themes developed from the central theme are particularly focused on pursuing concentration of ideas, unique expression, and profound connotation, and also particularly grasp the visual unified style of the series. The use of serialized style in the theme creation of public welfare posters has a value effect that not only makes the theme ideas gain emotional resonance through repetition, but also enables all information elements to obtain a complete and unified visual perception, that is, on the one hand, the theme ideas are complete Unity: The ideas of the sub-subjects derived from the central theme must be subordinated to the theme; on the other hand, there is a unity with complete constituent elements: the internal unity of the text and language style, the internal unity of the main image of the advertising screen, and the overall layout of the advertisement. Inherent unity of design style and so on. For example, the poster design created by Wei Zheng that reflects the annual theme of "Environmental Protection" adopts a series of creative styles, with "Environmental Protection of Gold", "Environmental Protection of Wood", and "Environmental Protection of Water" ", "Environmental protection of fire",

"Environmental protection of earth" are sub-themes to convey the concept of environmental protection, especially the use of Chinese characters with the same style and different styles as element design, supplemented by different tones and the same layout style. The powerful visual impact leaves a deep impression on people.

Design concepts that inject local culture

The famous German designer Hog Matisse once emphasized: "The design of any country should reflect the root of the country. This root is Their own culture." [2] Every nation has its own splendid culture, and they all love their own local culture, which is the source of the cultural characteristics that designers explore. In the information age, although public welfare poster design attaches great importance to the mutual integration and mutual promotion of design concepts and design technologies with international advertising media to achieve radical development, as a social cultural design, it inherits a thousand-year splendid tradition. Culture, it needs the nourishment of local culture in order to develop. Injecting local culture into poster design is essentially a process of re-understanding traditional culture, enriching one's own personal language by absorbing the essence of national culture, and seeking personalized creative expression in the uniqueness of modern design. This This kind of creativity that injects traditional cultural elements into modern design concepts reflects another cultural characteristic of public welfare poster design in the information age.

Our country is an ancient country with oriental civilization, which has accumulated a very rich national culture and spirit. Traditional culture and art also show infinite aesthetic connotation. Traditional painting arts (such as traditional fine brushwork, ink painting, murals) etc.); the folk customs and unique artistic charm reflected in folk art works (such as paper cutting, lacquer painting, New Year pictures, dyeing and weaving, etc.) all contain the complex of national culture and become Inexhaustible cultural resources for modern design. Conceptual thinking and personalized expression are the pursuit of innovative design of public welfare posters. We deeply explore traditional cultural resources and image elements, and skillfully absorb and apply them to modern design to reflect the personalized design of Chinese cultural connotations. The internationally renowned Hong Kong designer Jin Daiqiang can be said to be a model of modern Chinese designers. A commentary article by Tam Chi-shing, former chief curator of the Hong Kong Museum of Art, said: "Jin Daiqiang is good at modern ink painting. He combines traditional Chinese painting and Western design ideas** He created a new realm for landscape painting." [3] He created "Element Time Poster Series", "The Age of Ink and Wash", "Chinese Character Series Posters", "Hong Kong New Design Fifteen People Exhibition", and "Care and Care". Cultural public welfare poster design works such as "Nature Series" are all soaked in the connotation of Chinese culture. The works focus on integrating the brushwork, ink, charm and artistic conception of traditional paintings into modern design language, thus forming a unique style unique to "Jin" , quite influential in the international design community. Since 1991, the "Taiwan Impression Poster Design Association" has taken "love Taiwan, value culture, and care about design" as its ideological core, and has successively launched annual theme poster designs, aiming to reflect the splendid Chinese national culture and the spirit of the times, such as: Lin "Taiwan TANWAN" series of posters created by Pan Sheng; "Good Weather" and "Pray for Peace" created by You Minglong; "Fushou", "Longevity", "Great Love" and "Long Life" series of posters created by Cheng Xiangru; Jin The "Communication" series of theme designs created by Dai Qiang, etc., from these annual theme poster creations, the combination of China's traditional culture and visual elements with modern design concepts is revealed, and they are used vividly in the design, all of which make People feel the profound meaning, the spirit of the times and its unique artistic charm reflected in the creative design of public welfare posters.

Symbolic graphics that convey cultural concepts

With the widespread penetration of information technology in the field of communication media, the graphic design form of public welfare posters has also entered the stage of modern advertising activities. The international trend has gradually become a graphic language with a national intellectual basis that transcends the country. In order to adapt to the cultural needs of design in the information communication era, in order to gain more attention in the fierce media competition, it conveys the cultural concept orientation. Symbolic graphics have become another significant cultural feature of public welfare poster art in the information age.

Symbol is a highly conceptual directional image with very rich cultural connotation. As a mass communication media, public welfare poster art creatively uses novel and exquisite symbols and graphics to express cultural concepts, focusing on the in-depth expansion of theme connotations, that is, relying on images to express the symbolic nature of objects, and expressing them through colorful artistic techniques. , thereby embodying a visual symbol form that is both concise and rich in information connotation, and gives it a clear meaning.

“The term graphic generally refers to those graphic works with an advertising nature, which are visual symbols that are designed and intended to illustrate a certain concept. In short, they are obviously different from works of art. "[4] The concept of graphics continues to expand with the development of science and technology. It has expanded from graphics produced by traditional manual techniques to graphics performed by modern photography, computers and other technological means, all of which contain different meanings. The symbolic meaning of cultural concepts has formed a rich graphic vocabulary and has become the main carrier of projecting information in media communication. "The so-called 'design' is to transform these advantages of visual language into a powerful emission force and an effect that forces the audience to accept it." [5] Symbolic graphic design is mainly based on associative thinking and relies on the designer's Transcendent imagination realizes creativity through the image similarity of objects and the symbolic direction of graphics. In the design of public welfare posters, image elements and text elements form the structural basis of graphic symbols. From an artistic perspective, designers must develop wonderful artistic imagination on the image elements and text elements in the design, and understand and analyze the design theme objects. After that, we strive to find an image that can best reveal the profound cultural connotation of the theme, and then use various artistic expression techniques: or use painting and photography techniques to express the real image; or use contrast, exaggeration, association, invisibility, space, etc. Use diverse expression techniques to shape the artistic conception of the theme; or use the symbolic nature of text language to interpret the theme of the work, etc., striving to obtain a symbolic, more graphic, and new literal form of visual communication, that is, symbolic graphics , at the same time, this kind of communication must be concise and easy to read and based on common sense. In fact, there are many objects in our lives that have rich cultural connotations and symbolic meanings, and can be transformed into symbolic graphics, such as: tea sets, palace fans, pens, inkstones, mice, nails, sign language, etc. objects can be used by designers to Different cultural concept orientations are reflected in the creativity. It is not difficult for us to realize the artistic charm and cultural concept orientation conveyed by symbolic graphic forms from the public welfare posters of many outstanding designers. For example: a Polish designer created a poster for the Warsaw Temperance Association. A poster he created uses typical concept-oriented symbolic graphics. The work is themed against alcoholism. There is no text in the entire picture, only the shape of a wine bottle wrapped with a rope and a black background. It is simple and concise. The visual form conveys profound visual semantics. The shape of the wine bottle twisted by a rope reflects the image similarity of the theme object, that is, the visualization of the concept of alcoholism. The black background and the twisted thick rope give people a The feeling of death and despair is the symbol of the concept of harm. The work so cleverly conveys the two concepts using graphic symbols, thereby revealing the harmful theme of alcoholism. Therefore, the exploration of visual symbol elements can be found from the following aspects: (1) In the process of analyzing the theme, develop in-depth associations, thereby eliciting a variety of visual images related to the theme, and finally seeking the most representative image. (2) In the process of theme analysis, start from the concept and seek "homogeneous" images that are the same as the connotation structure of the word meaning. (3) In the process of theme analysis, obtain unique visual language from accidental shapes. It can be seen that the symbolic graphics in public welfare posters contain very rich cultural connotations.

Faced with the era of "global access to information technology", the cultural connotation of public welfare poster art will continue to expand, and its cultural characteristics will become more prominent. The unprecedented high precision, high efficiency, and rich and new visual expression effects created by computer graphics design provide charity poster designers with an unimaginable creative space and rich forms of artistic expression, becoming a new work standards, and drive the art of public welfare posters to a broader prospect.