A Research On Shutong Li’s Thoughts Of Advertising Design

Shutong Li is a famous literary and art pioneer in modern China.He has made pioneering contributions in art,music,poetry,drama,literature,calligraphy and other fields.In the aspect of advertising art,he boldly introduced and borrowed western design,and integrated it with traditional Chinese calligraphy and painting art.In1912,He was the director of the Pacific Times advertising,pushing the latest ads,and by noble elegant,novel and unique style of advertising.It’s opened the new scene of Chinese modern newspaper advertising art.The design feature and ideological connotation of his work possess great research value and significance.The Pacific Times is a critical position for Shutong Li to publicize the promote the concept of advertising design,where he firstly proposed the concept of"epoch-making new advertising" and reformed the old style to pave the way for the esthetical creativity of advertising.His modern idea of advertising also reflects his ideology about the purpose and the value of the advisement.Therefore,a thorough review and analysis of the essence,connotation and feature of Shutong Li’s advertising design will not only serve as a deep interpretation of his art theory and spirit,but also a reference for the current development of advertising design.Building on the extensive researching and collecting of the historical material,combined with the methodologies of literature research and case study,this paper will excavate the specific and detailed content of Shutong Li’s idea of advertising design.This paper consists of five chapters.The first chapter explores the ideological and cultural background of modern Chinese society as well as the western design trend and advertising culture,and analyzes the emerging foundation of Shutong Li’s advertising idea.The second chapter focuses on the "Advertising Essays" and "The discussions on The Pacific Times epoch-making new advertising" analysis,and elaborates the Li’s "epoch-making" new design philosophy.The third chapter expounds the essence of "the picture expression" in Li’s the ideology of advertising design through the analysis of relevant literature and works.The fourth chapter refines the "noble and graceful" design features based on the interpretation of advertising work’s copywriting and form posted on The Pacific Times.The fifth chapter analyzes the purpose and method of Shutong Li’s advertising design,and summarizes the originality and the strategy of "enlightening the interest".