Plaques are a unique commercial language and cultural symbol in China. It is a comprehensive art work that integrates Chinese language, Chinese calligraphy, traditional Chinese architecture, and sculpture, and combines ideological and artistic qualities. Plaques are not only directional signs, but also symbols of culture and even cultural identity. It is widely used in prominent locations in palaces, archways, temples, businesses, residences and other buildings to convey information about imperial power, culture, characters, beliefs, commerce, etc. to people. Plaques are currently mostly used in the commercial field. They are a unique form of advertising in my country that disseminates commercial information. They use literary works, rely on the literary talent of business associations, quote idioms and allusions, attach myths and legends, and celebrity inscriptions, and make use of the psychology of seeking good luck and picking up religious beliefs. Words, expressions of gratitude, and display of store integrity. It is loaded with heavy national business ideas and reflects the traditional cultural color.
With the development of society and economy, exploring the traditional culture of plaques and criticizing the inheritance of national advertising cultural heritage will not only help to excavate and organize the treasures of Chinese commercial culture and study the history of plaque advertising, but also contribute to modern advertising. Its development and innovation also play a very important role in reference, inspiration and promotion. The plaque is the finishing touch of a building or even a city. In our country with a rich and poetic traditional culture, it embodies the essence of the Chinese nation's thought and art and is a unique cultural landscape. With the process of urbanization, plaques have become increasingly important in urban culture.
Plaque culture is a unique landscape in the traditional culture of the Chinese nation, which has lasted for more than 2,000 years since the Qin and Han Dynasties. Today, under the conditions of market economy, Chinese brand culture is flourishing again. Plaques can be hung in a wide range of places. Plaques are almost everywhere in pass castles, palaces, gardens, temples, famous houses, industrial shops, etc. There are both outdoor and indoor hangings, which are an important part of indoor and outdoor decoration. Traditional plaques are divided into three main types in terms of materials: wood, stone and metal, but wood is the most common, and stone and metal are relatively rare. The inscriptions on the plaque were mainly dignitaries, celebrities and calligraphers at that time. The paint on the plaques is mostly black, but also comes in purple, red, blue, green, brown and other colors. The most common type of writing is real gold plaque. The so-called real gold plaque means applying gold foil on the characters. Gold paste is an important craft category in traditional lacquer art. The gold paste process is very particular. First of all, when preparing gold glue, you must master the material proportion, thickness and dryness according to the changes in the four seasons. Secondly, the gold glue must be applied evenly, and it is very important to control the "heat". It cannot be too early, not too late, not too fast, not too slow. It must be smooth, tight, smooth, and bright, with no obvious interfaces. In addition to affixing gold plaques, there are also inscriptions with colored lacquer, the most common being pea green, and there are also inlays with ivory, animal bones or mother-of-pearl characters. The inscription on the plaque is the finishing touch. Some have both upper and lower models, and some have only one model. The money is stamped and written. There are two kinds of seals: "famous seal" and "idle seal". The seal carvings and decorations are either gold characters on a red background or red characters on a gold background. Traditional wooden plaques can be carved using a variety of methods, including machine engraving and hand engraving, but hand engraving has the best effect, but is not as efficient as machine engraving.
Theme:
(1) The names of the buildings and palaces. Such as "Tengwang Pavilion", "Eternal Life Hall", "Wangyue Pavilion", "Wangjiang Tower", etc.
(2) The name of the merchant’s font size. Such as "Tongrentang", "Neiliansheng", "Laofengxiang", "Rongbaozhai", etc.
(3) Inscriptions praising virtues. Such as "The garden is full of peaches and plums", "Love the people like a son", "Look up to the mountains" and so on.
(4) A lyrical inscription with a painted scene. Such as "the cool breeze is coming", "the mountains are clear and the water is beautiful", "the greenery is beautiful", "spring is peaceful and the scenery is bright", etc.
(5) An inscription describing aspirations and aspirations. Such as "God rewards those who work hard", "The sea embraces all rivers", "Advance with the times", etc.
(6) Inscription for the opening of the celebration. Such as "expanding great ambitions", "prosperous business", "prosperous financial resources", etc.