Conversion And Integration:20th Century Print Ad Design Concepts And Historical Evolution

Print ad design development in the20th century, the dominant role of commerce and art of these two attributes are constantly undergoing conversion and integration of this conversion and integration can be said the print ads evolution and change in the nature of law, not only to promote the print adsdesign their own rapid development, but also to further clarify the nature of advertising.Print ad design concepts and forms of development is an evolving process of change, in a specific period of time, tend to appear in the commercial and artistic Game one party dominates, to form the trend of conversion, but they never not completely separated. New forms of these new ideas developed before the concept and design patterns are not completely negate, but there is some degree of blending. This article explores topics design concepts for print ads and morphology toward conversion, integration of commercial and artistic Game.Dual perspective of commerce and art, print ad design from the market economy, the level of development of science and technology, and advertising industries development multiple dimensions of the view, and print ad design concepts and forms of the evolution of20th century as historic expedition divided into several major stages of development, and staging basis described.The end of the19th century, the early20th century is the period of "art first" print ad design. Advocacy role play "advertised" advertising at this time to take advantage of the aesthetic fancy art form. Print ads "art first" the causes are many:the rapid development of the market economy, and greatly improve the productivity commodity in short supply, the development of color printing technology, advertising design almost all part-time by the painter, the advertising campaign "omnipotent "misconceptions. This "art first" ad all the rage. But it has also exposed the Achilles heel of this period print ad design:ignore the ultimate goal of advertising-commercial promotion.After20years of the20th century to the end of World War Ⅱ,"art first" print ad design changes to functionalism. The first time after the outbreak of the world economic crisis, the decline in the purchasing power of consumers, overproduction, a large number of goods is a backlog. People aware of the importance of merchandising. After World War Ⅱ, the recovery of the world economy, commodity increasingly rich, increasing market competition, commodity homogeneity is serious. The pattern of the market from a seller’s to a buyer’s market transformation. Advertising by the "all-powerful" to "have not" change."Art first" advertising is difficult to reflect the product’s features, advantages, and the difference with competitors. The advertising gurus began to focus betting on how to sell products. Around the product to sell they propose a series of advertising theory and pointed out that the ad design form should follow function, to guide advertising design aesthetic steering business demands. At the same time, the birth of modern art, abstract, simple form of manifestations of the impact of print ads. At this point, the function’mainstream.50-70years of the20th century, during the fusion of "art" and "function" print ad design. After World War II, Europe and the United States economy is developing rapidly, the market oversupply and intensified market competition. Become the dominant consumer demand, and the formation of a buyer’s market in the true sense. Advertising design style functionalism "too much emphasis on the functional demands the monotony of geometric modeling, not only the lack of personality, but also ignore the visual and psychological feelings, alienation fun and pleasure, giving the sense of a mechanical. Mode, standardized advertising works is difficult to highlight the tiny differences between commodities, it is difficult to attract the attention of consumers. The advertising design must be a whole new look, more wealth to the visual pleasure form to win the favor of consumers. In this context, the U.S. advertising industry, advertising "creative" theory, functional demands from the business to the fusion of art and commerce, and that creative-artistic expression to subtly commercial purposes. Print ads began to explore the development of new advertising creative-oriented, focusing on consumers feel, seek better way to express that advertising morphology.International market diversification trend in the1980s, the Internet, and convenient traffic, narrow space distance between people, a variety of cultural, ideological blend become a necessity, especially postmodernism advocates from the historical tradition absorb nutrients in the local culture or modern culture, looking for inspiration from the ideological and cultural development of modern society, it emphasizes the decorative, entertaining, and advocated a return history. Advertising theoretically also the further development of integrated marketing communication theory is proposed. These factors to the print ad design concepts and morphology huge print ad design to embark on the road of diversified development advocates to meet the psychological needs of consumers, to return to decorative approach to achieve a rich visual experience purposes. 20th century print ads constantly seeking design concept and morphological changes in supreme emphasis on artistic expression from the art of the beginning of the century, concise functionalism height, and then to gradually return to the creative era pluralism and integration, focusing on decorative. This change reflects a return to at the end of the century. Such a return is not a simple mechanical repetition, but in the constant adjustment, and constantly improve the return of the higher level.The evolution of the print ads of the20th century is the leading role of the commercial and artistic game, conversion and integration process. Future development, regardless of how the print ad design change, the commercial and artistic attributes will not change, art is always business services, print ad design style will be more and more honest, natural, gradually receded strong traces of Business reflect advertising Sincere rustic.