Study On Design Aesthetics In Chinese Traditional Commercial Poster

Traditional ethnical cultures, the foundation and source of designing development, have received increasingly more attention in this information era when global economy and culture are integrating. A logion of Karl Marx suggested "More ethnical, more global". Consequently, it is extraordinarily important for Chinese Modern Design to dig out the soul of ethical design elements. The main research object of this thesis was the traditional commercial poster, with design aesthetics as theory framework. The methods of literature research, logic reasoning and investigating on the spot were included in this research. The objective was to investigate the aesthetics connotation of traditional commercial poster.Commercial poster was the sign of stores in ancient China, which could attract buyer. The function of commercial poster was conveying the information of merchandise, promoting selling and canvassing clients. The laconic and lively figure, striking tint and unvarnished character were full of decorating and visual effect, which make up Chinese traditional commercial folk-custom sight.Aesthetics has a close relation with sensibility. Visualization and communication were main characters of aesthetics. Communication of the vision has to be made by the form of representation. Under the rule of canvassing function, commercial poster manifested the character of procedure, simple, vivid and simplex in colors, inartificial and original in material. With the rule of model aesthetics, the elements of commercial poster, such as modal, color and material, form the variety and harmony of the whole design.Commercial poster not only has the common characteristics of a symbol, but also has the emotional and symbolic characteristic of an artistic symbol. These abundantly emotional and allegoric meanings make Commercial poster profoundly subjective image. The meaning of form is shown with the application of different kinds of propitious symbols and the symbolization of especially historical folk-custom. And the meaning of color is shown on the basis of material naturally presenting color with compatible with ethnical favorite color and cultural connotation; the meaning of letter was shown with auspicious symbol letter and the lyrical conceiving.Artistic Conception is the bourn of relative ideality and harmonious living of Chinese people yearning and hankering in different era. This artistic conception will not be intuitionally felt from the commercial poster, but indirectly contained in the profound view of traditional design culture and in the faith of traditional philosophy. The soul of it is the rule of aesthetics and goodness compatibility, the idea of human and nature intergrowth, the connotation of full-bodied imagery, the emotional appeals of vivid living and strong systematic rhythm.Aesthetic concept and culture mentality of Chinese traditional commercial poster was embodied from sightlines of form to sensibility of imagery and harmony of artistic conception. This thesis analyzed the theoretical value and practical value of Chinese traditional commercial poster through a three-level aesthetic study, which offers the extraordinary reference value to modern design. The exploitation of traditional commercial poster in modern society and the comparison with modern symbol will be studied following by this study.