Research On The Form Of Calligraphy Elements In Graphic Advertising Design

Calligraphy is a unique artistic form of expression of Chinese characters in China.After thousands of years of evolution and development,it is full of rich national cultural connotations,and it has become an important carrier of our history and cultural heritage,which can be called the quintessence of our country.Nowadays,with the rapid internationalization of economy and culture,the national cultural characteristics of graphic advertisement design are particularly important.Combining calligraphy elements with graphic advertisement design is not only conducive to the inheritance and innovation of Chinese traditional national culture,but also conducive to creating design works with national characteristics,improving the international popularity and brand competitiveness of graphic design in China,and enhancing people’s competitiveness.People’s cultural self-confidence is of great significance.This paper explores the forms of expression of calligraphy elements in graphic advertisement design,expounds the basic concepts and aesthetic characteristics of calligraphy elements,and fully reflects the feasibility and positive significance of the integration and application of calligraphy elements in modern graphic design practice.The research process is divided into the following parts: the first part: the background,purpose,significance,current situation and method of the combination of calligraphy elements and graphic advertising design;the second part: the basic meaning,historical origin,cultural connotation and intrinsic function of calligraphy elements;the third part: the expressive principles and aesthetic characteristics of calligraphy elements;the fourth part: calligraphy elements in a wide range of plane.Artistic expression in advertisement design;Part V: Prospect of Calligraphy Elements in Graphic Design.The expressive principles,aesthetic characteristics and artistic forms of calligraphy are the key parts of this paper.By analyzing the expressive principles and forms of calligraphy elements in Graphic Advertisement Design in turn,it reflects the unique national cultural connotation of graphic design endowed by calligraphy elements.At the same time,with visual impact,harmony of pictures,unity of style and vividness ofcontent as the principles of artistic expression,the creation of graphic design has rules to follow.Applying traditional culture to graphic design can not only bring people more real and appropriate artistic enjoyment and national pride,but also make our design unique in the international design field.At the same time,it is also conducive to the inheritance and innovation of the art of calligraphy,proving that the nation is the world.Through the exploration of the expression form of calligraphy elements in graphic advertisement design,the aim is to explore the integration of traditional culture and modern graphic design.In the art of calligraphy,we should constantly absorb the ideas of artistic creation,give more spiritual and cultural connotations to graphic design works,design works with more traditional Chinese national characteristics and formal language,maintain the sensitivity of design thinking and ideas,strengthen our cultural creativity,make our modern graphic design works more in line with the trend of globalization and internationalization,and let Chinese national culture.The Chinese Calligraphy Art is going to the world.