The long history of the Chinese nation for thousands of years has nurtured an excellent traditional culture with distinctive national characteristics, broad and profound, which has been inherited and developed by the Chinese nation from generation to generation. Nowadays, with the accelerating process of economic globalization, more and more foreign advertising companies occupy a larger share and advantage in the Chinese market. For this reason, if China's local advertising industry wants to gain a competitive advantage, it must be rooted in excellent traditional culture, absorb the essence of excellent traditional culture, fully demonstrate the charm of Chinese culture, and take a road of advertising design with Chinese characteristics.
The advertising design industry in our country has a relatively short development time and does not have its own independent and complete design theory with Chinese characteristics. It has to learn from Western advertising design theories to promote its own development. At present, the use of excellent traditional cultural elements in my country's advertising design industry is not satisfactory. Although some advertising designs incorporate excellent traditional cultural elements, they are often used directly and then packaged with modern design techniques. The use of such excellent traditional elements will not only not play a positive role in the development of advertising design, but will damage its charm to a certain extent. How to properly integrate excellent traditional cultural elements into advertising design has obviously become the key to the extraordinary development of the advertising design industry.
China's excellent traditional cultural elements, with a wide range of materials, diverse forms, and rich content, have a very distinctive Chinese charm in the world's culture and art. The reason why China's excellent traditional cultural elements can endure for a long time lies in its rich and colorful cultural content and diverse expression styles. China’s excellent traditional cultural elements have a complete range of broad and profound, whether it is material form elements such as poetry, architecture, art, murals, paper-cutting, porcelain, calligraphy, or spiritual form elements such as Confucianism, Taoism, and Buddhist culture, all provide ideas for advertising design. The source and rich nourishment.
Advertising design is between art and life. It is a unique cultural carrier with a powerful function of cultural inheritance. Advertising design is an effective carrier for the development and inheritance of my country's excellent traditional culture. Excellent advertising design affects our consumption philosophy and value orientation to a certain extent, and even has a subtle effect on our behavior and thinking habits. In the era of global competition, if you want to enter the international advertising design market and occupy a place, Chinese advertising design must closely integrate the essence of excellent traditional culture with modern advertising design, and then create an international market with Chinese characteristics and in line with the characteristics and needs of the times. Develop excellent advertising works.
Carefully analyze the current development trend of China's advertising design, and there are roughly the following types of Chinese excellent traditional cultural elements incorporated in advertising design. One is painting elements. Painting is a process of using basic lines, colors and framed to outline. It is not only a form of expression and transmission carrier, but more importantly the expression of its inherent cultural spirit and connotation. Traditional Chinese paintings fully express the characteristics and charm of traditional culture, and play a positive and significant role in promoting modern advertising design. Mr. Le Daiqiang, a world-renowned designer, admires design elements and concepts with Chinese traditional national characteristics, and integrates his unique understanding of traditional Chinese ink painting into his design works, thus reaching a state of ecstasy and becoming a well-received enterprise And the excellent advertising design works welcomed by the market.
The second is Chinese characters and calligraphy elements. As a major symbol of Chinese traditional culture, the art of calligraphy is diverse in form and rich in content. With the gradual development of Chinese characters from oracle bone inscriptions and hieroglyphics to various writing forms such as official script, cursive script, and running script, until the final formation of Chinese characters, they have experienced the polishing of time and the precipitation of history, and they have always had a unique influence and charm. Traditional Chinese calligraphy pays attention to the writing style of one stroke and one stroke, and pays attention to the overall layout structure, which coincides with the concept of advertising graphic design. To this end, we must use the traditional Chinese calligraphy art in advertising design rationally and effectively, and design advertising products with Chinese characteristics.
The third is the seal cutting elements. With the development of time and the continuation of space, the art of seal cutting has produced various forms. In a small square inch, the real simplicity of time and the solid sense of space have been integrated. The yin and yang engraving method of seal cutting is widely used in advertising design, especially the engraving is more popular in the advertising market.
The fourth is graphic pattern elements. In the initial stage of the founding of human civilization, the people used simpler patterns and graphics to express information and record events. Traditional pictorial symbols are not only simple records, but also express our ancestors' yearning for a better life and their sustenance for good wishes. These graphic patterns that have been handed down to this day cater to and satisfy the modern people's pursuit of high-quality life, so they appear from time to time in advertising design. For example, the dragon was imagined by our ancestors to express gratitude to heaven and was a symbol of power and status in ancient China. By applying the dragon to the advertising design, this unique graphic pattern can eliminate the fetters of regions and languages, and realize cross-regional and cross-language communication and exchanges.
Chinese excellent traditional cultural elements are an important part of modern advertising design. It not only promotes the Chinese national spirit, but also enhances the attractiveness of advertising design. It also meets market demand and is conducive to the globalization of my country's advertising design industry. Therefore, only by dialectically absorbing traditions and innovating to create high-quality advertising design with Chinese characteristics can they continue to accelerate their development and integrate into the world's trends and trends.
The use of Chinese excellent traditional cultural elements in advertising design, on the one hand, is conducive to the inheritance of Chinese excellent traditional culture. Nowadays, under the background of relatively rapid development of globalization, international trade exchanges and other economic activities are becoming more frequent. Advertising design boutiques containing Chinese excellent traditional cultural elements will carry forward China's excellent traditional culture and Chinese national spirit through channels provided by globalization. On the other hand, it is conducive to the development of advertising design industry with Chinese characteristics. For the Chinese advertising design industry in the developing stage, it is difficult to completely imitate the Western advertising design model to occupy a larger share and have a greater impact in the international advertising design market. only by integrating Chinese excellent traditional cultural elements, working hard on national spirit and national culture, and designing advertising products with Chinese characteristics, can it be among the forefront of the world's advertising design industry.