The Research On China’s Advertisement Design Development After The Reform And Opening Up

This paper takes China’s advertisement design so far from the reform and opening up as the main theme, and researches on the dynamic evolution process of the development of advertisement design according to the changing factors of social politics, economy, ideology, culture, consumption model, aesthetic style and industry development during this period. It aims to seek the development direction of China’s advertisement design.The first chapter discusses the vicissitude of advertisement design under and the influences of social transformation. In order to explore on the cause of the high speed development of advertisement design since the reform and opening up, the paper starts with a review of the basic situation of the development of advertisement design during the period from the May 4th Movement in the early 20 th century until the early days of the reform and opening up. Meanwhile, the political and economic systems of China’s society were in great transformation. The social transformation also reflexes on the development of advertisement design, which had experienced a process from prosperity to being restrained and back to full recovery. The subjects, patterns and dissemination carrier of the advertisement design had also changed along with it.The second chapter takes a research on the progress and improvement of advertisement design attributed by traditional media. After the reform and opening up, the four traditional media known as TV, broadcast, newspaper and magazine had flourished. The art form of an advertisement had been more important than the introduction of product’s functions and characteristics. The advertisement design also began to emphasize on creations, expressions, patterns and other aesthetic needs. Except the four traditional media advertisement, the design of outdoor advertisement, DM advertisement, POP, and cinema advertisement had also played a constructive role.The third chapter puts an emphasis on the revolution and creation of advertisement design promoted by new media. In the late ‘90s of the 20 th century, compared with traditional media advertisement, new media advertisement had emerged rapidly. There were obvious differences of spreading system and design theory between them. Various new media advertisements enriched the creations and patterns of advertisements. Under the strong impact of new media advertisement, traditional media advertisement also tried hard to take its own advantage and combine with the technology of new media to develop on new types of TV media, electronic journals and other brand new advertising media. Although new media advertisement had more features than advertisement design on these media, the future trend of the combination of traditional media and new media had created improvements for advertisement design.The fourth chapter summarizes the booming and diversification of advertisement design brought by the renewal of concepts, and analyzes some advertising phenomena appeared along with the rapid development of advertising industry. The reform and opening up freed people’s mind and renewed concepts, while also initiated the change of social culture, consumption structure and aesthetic style. From an overall perspective, advertisement design is prospering and diversifying. The development of advertisement design is a dynamic process in a changing social environment, which is also continuously adjusting and improving to adapt the need of market.Through the research on China’s advertisement design activities after the reform and opening up there can be a conclusion that, the developing level of advertisement design is closely related to the nation’s economic environment. The prosperity of commodity economy makes the advertisement activities more and more frequent, and causes the improvement of advertisement design. On the other hand, the improvement of advertisement design also stimulates the consumers’ desire to buy, and strengthens their purchasing power, which leads to a growth of economy and forms a virtuous circle. Throughout the developing process of China’s advertisement design after the reform and opening up, the pursuit of advertisement design’s creation has been changing from direct presentation to today’s “consumer-centered” design concept, which reflects the change of social culture, consumption model and aesthetic style. The transformation of advertisement design from text to image, then to stereoscopic figures and dynamic and hyperlink expressions is a kind of 2D to 3D and multi-dimensional development for advertisements. Traditional media plays an important role in pushing the advertisement design to develop after the reform and opening up, while is also impacted under the spring up of new media. However, the coexistence and combination of traditional and new media is a future trend for the development of advertisement design and media.