Red public welfare poster-what is a public welfare poster?

PS masters please come in (poster production)

With the four seasons of spring, summer, autumn and winter as the theme, spring means hope for freshness and expresses the welcome to new students,

Summer Autumn is full of enthusiasm. Autumn not only closely matches the current season, but also conveys the joy of harvest to everyone. For example, after many years of struggle, freshmen finally enter the university threshold, and winter brings joy to people.

Exhibited in the form of ink paintings, with the school's landmark buildings and scenery, it is possible to combine 4 pictures on one poster, but the color selection will be difficult to grasp and may cause confusion. It is recommended that each painting be posted separately, for example, 4 paintings placed at the school gate, placed side by side, or placed in depth, which may have a better effect. What are public welfare posters?

The aesthetic pursuit in traditional Chinese aesthetics subtly affects modern advertising poster design ideas, and advertising poster design ideas in turn influence traditional national aesthetic concepts. This article discusses the reflection of traditional aesthetics in modern advertising poster design. It is pointed out that as a foreign poster art, the works of Chinese designers always reveal the subtle influence of traditional aesthetics. Analyzing these influences and affirming certain positive factors will help develop the poster art of socialism with Chinese characteristics.

[Keywords]: The impact of traditional aesthetics on modern advertising poster design

In our country, advertising has a long history. Oral advertisements for spears and shields during the Warring States Period------The hope of a high school with a banner hanging as described in Han Feizi; the leaflets produced along with printing and engraving during the Song Dynasty, etc. (2) p8, can all be regarded as advertisements The prototype form is an example of the long history of advertising in our country. However, it was in capitalist society that advertising truly became a professional activity and played its huge role. In this sense, my country's poster advertising art can be said to be imported. Posters (POST) are a relatively popular genre in advertising art, used to complete certain publicity and agitation tasks, or to serve purposes such as reporting, advertising, persuasion, and education. In my country, posters used for public welfare or cultural promotion are called public welfare or cultural posters or simply posters; when used for commodities, they are called commodity advertising posters or commodity posters. And all of this is commonly known as advertising paintings, or product advertisements, cultural advertisements, art advertisements, and public advertisements in some foreign countries.

The emergence and development of advertising in various countries around the world follow the same rules. They all come into being with the creation of commodities and develop with technological progress and social development. The innovation of communication methods brought about by the advancement of science and technology has greatly promoted the development of advertising. If the multi-color printed block paintings that appeared on the streets of Paris in 1886 are the beginning of modern posters, then the emergence of posters in our country can be traced back to the calendar advertisements and street sign advertisements that appeared in coastal cities in the 1920s and 1930s and 1940s. logo. Although they have a certain semi-colonial flavor, they are popular among the masses and have penetrated into thousands of households. Therefore, it should be said that they are the development and beginning of poster advertising in my country (1) p87. In the 1950s and 1960s after the founding of the People's Republic of China, my country's poster art was influenced to varying degrees by posters from the Soviet Union, the Czech Republic, and especially Poland. On the original basis, the ideological and artistic qualities have improved. In the past two decades, with the reform and opening up, the country's poster art has Dongkai also draws on poster art techniques from Western countries such as the United States, Japan, and Europe. It can be said that as a poster art, Chinese advertising design workers have absorbed and learned from many experiences and practices of their foreign counterparts.

Judging from the historical experience of our country’s cultural development, if a country or a nation wants to remain invincible in the development of its culture, it must have the courage to absorb, dare to inherit, and be good at blending. Whether it is from the formation of my country's early Chinese culture until it reached the peak of Han culture, or the flourishing of Tang culture under the influence of the Western Regions and Indian culture, it all shows that only those who dare to absorb can develop, and only those who dare to inherit and be good at blending can finally truly become Master of one's own culture. In terms of poster art, we should still be based on China and face the world. We must not only respect the uniqueness of national art, embody the aesthetic psychology of the Chinese nation, but also reflect the inner spiritual pursuit of modern people.

Using less to make more and going from here to there is a sign of artistic skills, especially poster art, which can only reproduce reality from one aspect of life rather than from all aspects. Any image is just a part of the whole. What is important is whether it can summarize other parts. Posters often include close-ups of faces, hands, eyes, movements, and expressions that fill the picture. As long as you choose the most representative phenomenon and focus on some of its characteristics, you can create a good and concise work. Although the composition is simple, it is required to show a certain and attractive artistic conception. In the artistic conception, the essence of objective things has been concentratedly processed, achieving the blending of scenes, which can affect people's certain emotions, certain experiences, and certain associations. A scholar in the Qing Dynasty once said that a painting is better to make people think than to make people love it. Good posters must be attractive, arouse people's associations, arouse people's good wishes, and express artistic conception. They must have means, which we call craftsmanship. The word "craftsman" has a derogatory connotation in the minds of artists, as in craftsmanship. But there are also compliments, such as ingenuity, that is, you thought of something that others didn't think of. Craftsmanship is a special means used by artists to process objective things. The level of processing means, to a certain extent, explains the level of the author's artistic achievements. Du Fu, a poet of the Tang Dynasty, said that the artistic conception is bleak and hard to come by, and the words are not astonishing. This shows that the creation of artistic conception must take the painstaking efforts of the artistic conception. Specifically speaking, craftsmanship involves selecting materials (taking the most essential parts first), tailoring (removing contamination and preserving clarity), exaggeration (emphasizing the characteristics of the image), positioning (composition), and expression (choosing appropriate techniques) (5) p68, and this Everything is precisely the main method used by our country's poster designers when conceiving.

Traditional Chinese art pays attention to balance and internal rhythm. In the art of seal cutting in my country, there is the so-called sparse and airtight layout rule, which emphasizes the balance in change. This is not only in line with the principle of scientific relativity, but also It conforms to the rules of formal beauty in art. This kind of unified, vivid, rhythmic aesthetic feeling can be seen in our country's posters, which include traditional compositions such as movement and stillness, sparseness and density, diversity and unity, echoes of guests and hosts, virtuality and reality, vertical and horizontal twists and turns, black and white contrast, overlapping and interlacing, etc. It is also common in the laws. In addition, ancient bronze patterns, stone portraits, epigraphy and seal carvings, especially Chinese paintings, cleverly use white backgrounds. The rough and bold black-and-white relationship between folk paper-cutting and orchid cloth, and the density and concentration of woodcut illustrations in the Ming Dynasty, (2)p21 can all be confirmed in the composition of modern poster art.

Western traditional art is based on the concept of geometric space and starts from simulating life phenomena to display the author's creative ideas. The ancient Greek philosopher Aristotle once pointed out: All kinds of art are imitations of the real world, which established the imitation theory of traditional Western art (1) p24. Chinese artists, on the other hand, are selective and focused. They pursue resemblance with dissimilarity and express the spirit out of form as the artistic pursuit. When objects are often represented in Chinese paintings, the background is not even a single stroke. The traditional Peking Opera stage has nothing but a simple table and chairs. When the audience appreciates a painting, they don’t mainly appreciate what the artist painted, but mainly appreciate the artistic techniques used to express it. The focus of appreciation lies in the pen and ink, composition, charm, and artistic conception. Just like the audience appreciates traditional Peking Opera, they mainly appreciate the skills of the actors and their singing, reading, acting, and fighting skills. Traditional Chinese art has broken through the one-sidedness of naturalism and formalism and created many standardized programs. These are based on nature, derived from life but refined over time, generalized and changeable, and are a highly refined form of beauty. The essence is the beauty of form that accumulates the content requirements (4)p68. Because of this, it has infinite vitality. Artists give it new vitality in line with the requirements of the times, making it commonly used and always new. This stylized treatment is also often used in the decorative image processing of posters in our country, showing a dazzling brilliance.

We have never asked traditional Chinese art to use truthful descriptions and lifelike reproductions. No one accuses certain landscape paintings of not conforming to the principle of focus perspective, and no one criticizes the stylized performance mode of traditional operas, because We have a fixed concept of our own traditional art and understand the important value of abstract formal beauty in plastic arts.

When the sun rises, the flowers on the river are as red as fire, and when spring comes, the river is as green as orchid. Isn’t the ancient Chinese poet’s use of color symbolism worthy of our reference when designing posters?

The above is just a comparison of traditional aesthetics. Some influences on modern poster art in my country. These aesthetic concepts are subtly influencing our modern design ideas. Of course, we are also constantly being impacted by foreign cultural design ideas, and we have also benefited a lot from them. We believe that in this world-scale cultural exchange and competition, the strengths that our nation does have will never be lost, but will only be carried forward. Why is this World War II poster so popular?

One day in 2000, Mr. Manley, the owner of Bart's Bookstore in Allenwick, Northumberland, northeast England, was opening a box of old books when he was "folded" by a "book" at the bottom of the box. Attracted by the "cardboard piece", he opened it and found that it was an old red poster with five words printed on it: "Keep Calm And Carry On (Keep Calm And Carry On)", and above the words was a crown.

Unaware of the poster's origins, Mr. Manley showed it to his wife, who both thought it was great and decided to put it up in bookstores. Many people wanted to buy the poster after seeing it, but the Manleys refused. As more and more people liked it, the Manleys decided to reprint it and sell it to the public.

The first batch of posters was printed in 500 copies and sold out quickly. On Christmas Eve 2005, a national newspaper included the poster on its Christmas gift recommendation list. In the following period, the Manleys received a flood of orders, the phone rang constantly, the bookstore's website crashed due to overload, and all the clerks were busy packing. On average, every week 3,000 posters are to be sent out.

The Manleys thought that this poster would be like those perishable fashion items in the past, and people’s novelty about it would soon pass. As a result, things developed completely unexpectedly. When the Manleys When the Lees took to the streets, they discovered that this poster was used everywhere, on T-shirts, mugs, badges, and even in cartoon graffiti on the streets. In a very short period of time, this poster transformed into popular culture in Europe and triggered a frenzy of imitation in the design field.

Mr. Manley was proud when he realized that what he had found was a World War II poster that had been buried for many years - almost entirely unintentionally, but a piece of history. In this way, posters have become an important part of contemporary culture.

The King's Speech

KeepCalmAndCarryOn was born in Europe's darkest year. On September 1, 1939, Germany launched a blitzkrieg attack on Poland. The free world was in danger under the fierce Nazi offensive. After a long period of suffering, Britain and France were forced to declare war on Germany.

The movie "The King's Speech" recreated this process. On the day of the declaration of war against Germany, the stuttering king finally overcame his inner fear and delivered the most successful speech in his life: "I implore everyone to remain calm and firm, and to unite in the face of the test. The test is severe, and we will face it again." It is a difficult day, and the war is not limited to the front line. Only with justice in our hearts can we act correctly. We sincerely pray to God here. As long as everyone has firm faith and with God's help, we will win!"

Countless families were waiting in front of the radio, quietly listening to the king's voice. In the following time, Britain tenaciously withstood the huge pressure of the Dunkirk evacuation, the fall of France, and the Nazis' crazy air raids, until it ushered in the final victory.

The production of posters for war propaganda began before the declaration of war on Germany. In April 1939, the British government officially launched the production of posters including "Keep Calm And Carry On". The British Prime Minister at the time was still Arthur Neville Chamberlain.

In June 1939, the design work of the posters was completed. Their pictures were abstract and concise, and the language was concise and powerful. The slogans were spoken in the tone of a speech by King George VI of the United Kingdom at that time. In addition to the slogans, there was only a crown of the British King, which was visually appealing. Extremely strong. In August 1939, the designed posters were sent to the printing factory. Whenever war broke out, they would stand up and fulfill their mission of defending the country. There are three posters in this series, and they were originally planned to be released sequentially according to the battle situation.

The content of the first poster is "YourCourage, YourCheerfulness, YourResolutionWillBringUsVictory (Your courage, your enthusiasm, your determination will bring us victory)", with a print run of 800,000 copies, it was Posted everywhere on notice boards, building walls, train stations, bus stops, London Underground stations, shop windows.

The second poster was subsequently launched, with the content "Freedom is in Peril. Defend It With All Your Might (Freedom is at stake, use all your determination to defend it)", with a print run of 400,000.

The third poster was "KeepCalmAndCarryOn" which was accidentally discovered by Mr. Manley. Its print volume was much more than the first two posters combined, reaching 2.5 million copies. After being posted, it was enough Covering every corner of the UK, there is no doubt that the British government intended this poster to have the most difficult and important task - according to the original production plan, it was intended to be posted after the Nazis occupied the UK. The government prepared for the worst - luckily it didn't work.

Poster - "Weapons on the Wall"

On May 10, 1940, Winston Churchill was appointed as Prime Minister of the United Kingdom.

Facts have proved that Churchill, with his tough style, accomplished the task of inspiring people better than war posters. His fiery personality and careful planning made the Nazis feel more pressure and boosted the morale of the British people. After a quick victory in the War of Britain, Britain began to launch a counterattack against the Nazis. The "KeepCalmAndCarryOn" poster certainly failed to fulfill its mission ideally.

The poster with the content "YourCourage, YourCheerfulness, YourResolutionWillBringUsVictory", which is the first poster in the same series as "KeepCalmAndCarryOn", became the most popular poster in the UK during World War II after being posted on a large scale. Well known poster.

Posters have appeared in ancient Egypt. Archaeologists have discovered many remaining ancient murals on walls and pillars in ancient Egyptian ruins. Producers used them to warn the public about what was about to happen. . With the emergence of lithography in 1796, posters officially entered the color era, but it was World War I and World War II that really enabled the rapid development and widespread popularity of posters.

In such a total war, a large amount of funds and personnel were invested in the war. The warring countries had to raise a large amount of funds and recruit soldiers to maintain the war. They were called "weapons on the wall" Posters become the best promotional vehicle in this case.

The cultural characteristics and historical traditions of each country are reflected in the war posters they produce. The British posters mainly emphasized the country's need for more manpower and materials to defeat the evil Nazis; the German posters emphasized the determination to fight, the heroism of the soldiers and the casualties of the troops; the French posters often emphasized individualism, sensitivity, enthusiasm and intelligence. French characteristics; American posters are best at mocking their opponents with humorous design styles.

"KeepCalmAndCarryOn" is undoubtedly a very British war poster. The British have always shown themselves to be conservative, indifferent, and firm, and do not show their emotions easily. Even if they are sad, they rarely show it. At the same time, he is very patient and never shows any anxiety under any circumstances.

"KeepCalmAndCarryOn" condenses the perseverance of the British spirit in just five words. This attitude has helped the British achieve their glorious history and also helped them survive the most difficult years.

The greatest inspirational poster?

On September 2, 1945, the "World War II" ended and Europe entered a period of recovery. The "Keep Calm And Carry On" posters that were not used were destroyed in large numbers, and only a few survived. Most of them were collected by the British National Archives. In addition, two posters were scattered to the public, and one was collected by the Manleys of Bart's Bookstore. I bought it by chance, and the other one is owned by Store (a store in the UK that specializes in collecting, replicating, and selling war posters).

When orders for the "KeepCalmAndCarryOn" poster flooded into the Manleys' Bart Bookstore, the economic winter was plaguing the British public. Europe in the 21st century ushered in the beginning of the European Union's founding The longest economic downturn in history, which many observers believe will lead to a global economic recession. Amidst such turmoil, the role of this poster has quietly changed. It is no longer a commemorative poster or a war poster, but has successfully entered people's daily lives and become a psychological resonance. The best statement. It is not inflammatory in any way, but it has an effective comforting effect on the public who are depressed by the economic downturn.

In 2009, the BBC, the Guardian, the New York Times and many other media reported on this poster. The BBC report used a question-like title - "The greatest motivational poster ever?" The BBC reporter believes that this poster, which was born during the war, has injected new comfort and strength into the peaceful but turbulent contemporary era; " The Guardian's report was slightly pessimistic, believing that the popularity of this poster reflects people's current plight in life.

People began to mention this poster frequently, and it was also widely used for public welfare to encourage cancer patients and disadvantaged groups. In addition to the general public, many celebrities are also fans of this poster, and they put it up in their offices, including David Lubars, creative director of the world-famous BBDO advertising agency North America, and Edward Lubars, publisher of Vanity Fair. Edward Menicheschi and many other business leaders and media tycoons. Lubas said: "This sentence brings a very good feeling to people. It can make people feel calm and comforting."

In 2001, the Imperial War Museum was completed in Manchester as a symbol of the British spirit. This poster was posted in Churchill's office, but interestingly, Churchill's favorite war slogan was not "Keep Calm And Carry On" but "Keep Bugering On (Never Relax)."

In addition, "KeepCalmAndCarryOn" has also been used as a national symbol of the United Kingdom in the decoration of No. 10 Downing Street, Buckingham Palace and various institutions. It has also appeared on Britain's sexiest man - David? Beckham's T-shirt.

People like this poster more and more because it is both classic and powerful. Designers pay tribute to the classic in their eyes by changing the background color, slogan, and pattern of the poster. "KeepCalmAndTheBeatles (Keep Calm And The Beatles)" is used to express the love for the Beatles and music, and "KeepCalmAndHaveACupcake (Keep Calm And Have a Cupcake)" is used in casual restaurants.

Beyond the background of war, “KeepCalmAndCarryOn” can still give people peace and strength.

On the other hand, from the perspective of fashion trends and public aesthetic psychology, this poster has just caught up with the neo-retro trend of the 21st century. Its overall style and tone, coupled with the special historical background, are undoubtedly very suitable for role-playing. One of the best spokespersons of the century, he has become a popular symbol that retro enthusiasts flock to.