The Innovation And Application Of Propitious Culture In The Modern Graphic Advertisement Design

Auspicious symbol is the Chinese national yearning, the pursuit of a better life and created a special a rich ethnic styles of art form, is the richest characteristic of China traditional visual resources. Chinese auspicious symbol is auspicious supplication for the theme of the people of a kind of psychological demand of the product, contains many of the traditional culture of the content, including various need every aspect of life, the form feature is the traditional aesthetic culture characteristic of embodiment. In today's advocacy cultivate our own national original design background, development and establishing with Chinese domesticated characteristics design language is particularly important.In today's economy, information under the trend of globalization, the distance between the countries all over the world is narrowing, strong expansion of western culture and values, make the infiltration of our national culture by a shock. Although in recent years China's advertising design had great progress, but compared to European and American countries for, still show weak, how to develop China's modern advertisement design, is the industry and education common thinking proposition. Along with the rapid development of China's economy, China "design" in today's world pattern appears especially important, research auspicious symbol is for design of Chinese language as a way of for a nation with a long traditional culture that it will be as the "Chinese design" provide from mainland China's wisdom and imagination.This article mainly from the auspicious graphic symbols, auspicious text symbols and auspicious color signs on three aspects, systematic, concretely discuss in modern advertisement design field how to better use and innovation to traditional auspicious symbol, in succession to carry forward Chinese traditional culture, promote the basis of modern advertisement design innovation, to reach a new level.