The application of traditional Chinese culture in modern advertising posters
1. Elements of traditional Chinese culture
Chinese traditional culture is all-encompassing, whether it is palace art or folk art. Whether it is literati painting or religious painting, through the creative practice of painters, artists, and craftsmen of past generations, a large number of rich and diverse artistic expression techniques and forms have been accumulated. From the painted pottery of the Neolithic Age to the bronzes of the Yin and Shang Dynasties, from the utensils and silk paintings of the Warring States Period to the sculptures and portrait stones of the Han Dynasty, from the paintings of the Tang and Song Dynasties to the porcelain of the Ming and Qing Dynasties, as well as the widely circulated paper-cuts, woodblock New Year paintings, architecture, Decorations, costumes, masks, etc., fully embody various techniques such as grand and clever, simple or exquisite, neat or extensive, warm or graceful, simple or luxurious. Whether it is the hasty brushstrokes of Chinese painting or the rounded decorative patterns of engravings; whether it is the exaggerated folk paper-cuts or the strong-colored woodblock New Year pictures, all of these provide rich forms of expression and graphic language for modern poster design.
Traditional Chinese design elements are a unique landscape and valuable asset of oriental culture. They have a wide range of themes, rich connotations, diverse forms and a long history. They are difficult to replace by other art forms and are among the world's arts. , its unique oriental cultural charm is shining brightly. How to understand the relationship between traditional plastic arts and modern advertising poster design, so that its application in modern advertising poster design will be more extensive and in-depth. After the "international design style" trend, we will create a diversified design trend and become a new generation of design. issues faced by teachers. This kind of play is based on the understanding of traditional artistic expression methods, and traditional elements are transformed, refined and used to make it more characteristic of the times.
2. Modern advertising posters
As a kind of visual communication art, poster art has formed a variety of expression forms in its historical development process, and each has different functions. It is a visual medium that spreads information such as business and culture. Because of its replicability and dissemination, it is closely related to advertising and plays an important role in modern social life. Posters are not only meant to attract people's attention and understanding, but also a beautiful language that reflects a country's national tradition and social culture.
First of all, the role of posters in conveying information and agitating propaganda confirms its special form. It is different from easel paintings or prints. It requires clarity at a glance, conciseness and clarity, so that people can clearly see the things to be promoted from a certain distance in an instant. In order to achieve this goal, propaganda posters often adopt a series of hypothetical techniques to highlight the key points, delete minor details, details, and even backgrounds, and can combine different proportions and activities that occur at different times and spaces together. And often use symbolic techniques to inspire people's associations. Therefore, its conception must be able to overload reality, the composition must be summarized and concentrated, the image must be concise and exaggerated, and strong and vivid colors must be used as techniques to prominently and eye-catchingly express the things to be promoted, express the inner connection between objects, and give the picture A broader meaning enables people to associate a broader life in a limited picture and feel new meaning. In these aspects, traditional Chinese aesthetics can provide designers with a lot of nutrition.
A good poster should not only make people "clear at a glance" but also make people "fall in love at first sight", be attracted by it, look forward to it, and leave a deep impression. This requires posters to have exquisite ideas. No art can explain everything, especially a special art form like posters, which can make people unforgettable and have endless aftertaste under limited time and space conditions. Therefore, it is necessary to "win with less" and "one with one." ten". Of course, there are still audiences who demand that art narrate everything, and asking for multiple paintings from posters is just as unrealistic as asking for comic strips from sculptures and multiple scenes from Allegro. "Use less to make more" and "from here to there" are signs 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, it can constitute a "succinct and comprehensive" image. work. Although the composition is simple, it is required to show a certain and attractive artistic conception.
In "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 "intentional craftsmanship." The word "craftsman" has a derogatory connotation in the minds of artists, such as "craftsmanship". But there are also compliments, such as "unique ingenuity", which means you thought of something that others didn't think of. "Intentional craftsmanship" is the artist's special means of processing 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 craftsman of ideas is in a miserable state of affairs" and "the craftsman of ideas will never stop working until his words are astonishing", which shows that the creation of artistic conception must be based on the painstaking efforts of "the craftsmen of ideas". Specifically speaking, "craftsmanship" means selecting materials (taking the most essential parts first), tailoring (removing contamination and preserving clarity), exaggeration (emphasizing the characteristics of the image), managing position (composition), and expression (choosing appropriate techniques). And all of this is precisely the main method used by our country's poster designers when conceiving.
3. The application of Chinese traditional culture in modern advertising posters
The application of Chinese traditional culture in modern poster design is very wide and diverse. Here, I will simply List several traditional cultural elements that are widely used in modern advertising posters.
(1) The application of Chinese ink landscapes in modern advertising posters
After a long period of development, traditional Chinese ink painting has become a unique form of painting in China. Among realistic ink and freehand ink, ink painting art has formed a formal language with Chinese characteristics, showing the unity of external form and inner spirit. The unique form of expression of ink art is first reflected in the simple formal language unique to ink art, that is, the simple image of "thinking white is black". The simple picture of ink art does not mean simplicity, but the image is simple and the meaning is rich. The beauty is that it expresses the most information with very few elements.
Many artists in China are now engaged in ink art. Some people pay attention to tradition and have been studying the legacy of ancient ancestors, while other artists are struggling to find a newer development method for ink. Since China entered modern history, the tradition of ink painting has been in decline, so much so that Kang Youwei, the leader of the Reform Movement of 1898, called for learning from Western art in order to develop Chinese art. Perhaps since then, many Chinese people have doubted the tradition of ink painting. During the 1985 New Wave Art Period, Li Xiaoshan from the Nanjing Art Institute even said that Chinese ink painting art could only be regarded as a reserved art category and announced its demise. However, more than 20 years later, it seems that ink painting is still full of vitality today, and various ink painting artists are making unremitting efforts to improve and develop this art form.
Modern ink art essentially pursues the organic cycle of spiritual and traditional cultural accumulation, and moves towards the cultural context of maximum awareness and comfort, and is consistent with the nature of national culture. This is ink painting. The only way for art development. In the process of understanding and grasping it, we should not be obsessed with appearances. We should advance our thinking on the inner meaning in a higher and broader direction, pursue the original meaning of life, constantly advance our understanding to the deeper levels of meaning, and explore the richness of the meaning. The manifestation of the spiritual realm brings individual behavior into a permanent realm of philosophical significance. The art of modern Chinese painting must ultimately end with the excavation and display of the spiritual realm. Mr. Jin Daiqiang, a world design master, has been exploring the integration of Chinese ink painting language and design language in his works, pursuing the fusion of simplicity of composition and richness of communication. For example (Picture 1) Jin Daiqiang's poster work, the entire poster production is combined with traditional Chinese ink art expression techniques, and the rich and rich brush and ink style injects a torrent into the local posters, and the style of the work is undoubtedly reflected. In addition, by creatively changing the speed and technique of writing, hooks, wrinkles, dots, splashes, etc. can be combined or used individually to achieve layer upon layer of dots and combine beautiful brush and ink images. Fast, slow, dry, dry and moist, it is like a clear blue pool. When there is no wind, the surface is as clear and calm as a mirror, and the bottom of the water has deep currents and undercurrents. When there is wind, the surface ripples, and the bottom waves help. Picture (2) is one of a series of real estate poster advertisements. This series of posters is very representative and is a good example of designers applying Chinese brush and ink to modern design.
The harmonious combination of light ink and thick ink makes the picture pure, concise yet rich, majestic yet elegant. The large area of ??white and the different levels of black, dry or wet, thick or light, create a refined and lively artistic conception. The spirituality of Chinese painting brush and ink is brought into full play, giving people a strong visual impact.
In today's increasingly rich cultural exchanges, the pursuit of ink painting in modern Chinese painting is by no means simply presented as a personalized artistic operation. Its various behaviors must represent the essence of humanistic thinking of modern Chinese culture in its development. It is advanced. This advanced nature is reflected in the use of unique cognitive methods and character markers as the basis to show the rich ideological depth and humanistic standards of modern Chinese people in the development of real culture, so that modern ink art strives to step out of the art that the Chinese people should have road and become the banner of the culture of the times. Therefore, in the face of the historical and realistic context of Chinese culture, any humanistic efforts made for the understanding and expression of the development of Chinese modern cultural ink painting art will ultimately show its existence value based on the height of its cultural realm.
(2) The application of Chinese paper-cutting art in modern advertising posters
Chinese folk paper-cutting is the most representative art style in Chinese folk art, and it is the foundation of folk art. And matrix art is one of the important topics in modern graphic design research. From ancient times to the present, China's folk paper-cut modeling methods all reflect the rich design ideas of mankind and are imprinted by human design ideas. It is inseparable from design. Facing the rich national cultural resources, we can re-understand and re-discover them at multiple levels and angles.
Through the in-depth analysis of Chinese folk paper-cut shapes, we can accurately grasp the rich cultural heritage of the Chinese nation and the connotation of the Chinese aesthetic spirit, which has a huge impetus for the performance of modern design works. The emergence of paper-cut shapes can be traced back to the primitive society. With the pace of history, paper-cut shapes have also continued to change and develop. Paper-cut modeling comes from life, but is higher than life. Folk paper-cutting is a materialized artistic symbol. It is not only an intuitive graphic, but also very rich in connotation. It is the crystallization of a specific culture. It expresses a series of social meanings and is an artistic symbol assimilated by the national thinking group. As shown in (Figure 3), this poster accurately and intuitively reflects the cultural resources of the nation. From the paper-cut shapes and the application of paper-cut colors, it embodies a strong festive atmosphere.
(3) The application of Chinese calligraphy in modern advertising posters
Chinese calligraphy is an ancient art, which has developed along with the development of Chinese civilization. There are only a handful of nations in the world that possess the art of calligraphy. Chinese calligraphy has a long history. Calligraphy, as an artistic creation, has profound mysteries. From oracle bone inscriptions and bronze inscriptions, it evolved into large seal script, small seal script, and official script. In the Eastern Han, Wei, and Jin dynasties, cursive script, regular script, running script, and other styles were basically finalized. Calligraphy always exudes the charm of ancient art. The art of calligraphy is a wonderful flower blooming in the traditional art garden of the Chinese nation. It is a unique aesthetic object of the Chinese nation and a unique art form. The beauty of Chinese calligraphy melody, form and artistic conception has been increasingly adopted by modern designers, and has given modern design a unique national style and characteristics of the times.
The art of calligraphy plays a vital role in the design of modern advertising posters, which require exquisite conception. No art can explain everything, especially a special art form like posters. Under limited time and space conditions, it can make people unforgettable and have endless aftertaste. It is necessary to "win with less" and "one as ten". The art of calligraphy has been used in advertising and poster design for a long time, and many successful national works have been created. Some calligraphy and poster designs for art exhibitions, especially exhibitions with a heavy emphasis on traditional culture, often have titles inscribed by calligraphers, and with a little beautification, they are elegant and rich in connotation. Many posters, such as dance performances, often have a cursive word for "dance", and the last vertical line is stretched to express the dynamics and tension of dance. This is achieved by making full use of the decorative beauty of Chinese calligraphy art. Good results. Due to the appropriate use of calligraphy, many poster designs appropriately convey the characteristics of the design content. For example (Figure 4), this advertising poster made by Shengjing Tianxia Real Estate uses thick and ancient fonts to give people a feeling of yearning for classical art life. In addition, the bold brushstrokes reflect an informal yet unassuming personality.
IV. Conclusion
The above are just some of the more typical applications of China’s traditional culture in modern advertising posters. Facing the wave of global design, poverty of thought and loss of faith are the fierce enemies of every advertising poster designer. Through my research on my ancestors, I personally believe that in this soil with a long and splendid cultural history, as modern advertising and poster designers, while constantly being impacted by foreign cultural design ideas, we must learn to combine Chinese and Western methods and use Chinese and Western methods. The main purpose is to form a national personality, so that our national culture will be continuously passed on and our advertising poster design will shine in the "internationalization". When applying traditional cultural elements, do not stick to conventions. Some designers carry heavy burdens of traditional culture and deny new things, which is not conducive to the development of design. It is worth noting that not all advertising posters must use traditional Chinese cultural elements. You must choose a poster design that is suitable for the company and product. For example, in modern advertising posters, it is required to highlight modernization and emerging elements that can lead fashion trends. Traditional cultural elements are basically not used in the design of such posters. If those traditional elements have to be added, it will be like superfluous and will be counterproductive. effect. Therefore, beautiful design is not necessarily good design, suitable one is the best.
References
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[2] Luo Ping. Basics of advertising visual design[M]. Oriental Publishing Center. 2000, 178.
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Foreign language works:
[ 1] Meigs (US). 20th century vision transmission design history.Hubei fine arts publishing