The Incarnate Of Local Traditional Culture In The Modern Advertising Design

How to use and develope the regional, national heritage, to seek local tradition and modernity in the modern advertising design has become an important research topic in the modern advertising design.This paper from three perspective of modern advertising design with reference to the use of traditional Chinese philosophy , to understand and use of aesthetics meaning of the local culture and modern advertising design modeling method and innovation of local traditional arts, to explore modern advertising design combined with local cultural factors, to seek the integration and unity of modernity and nationalism, to explore to create more cultural, national and global advertising works through Chinese local culture and to provide a useful perspective for modern advertising design.From the inspiration of the philosophy and human relations of Chinese Confucianism, relations between humanity and Taoist philosophy to Chinese art design, it extends to the confusion of Buddhism and Taoism culture, forming a unique local traditional aesthetic characteristics and expounding on the use of the indigenous culture of modern advertising from an aesthetic point of view. Then by many analysis of unique aesthetic implication of the traditional Chinese art of, including the research of tactics, modeling method, traditional graphics elements and other of innovative aspects of the text to figure out that in the design of modern advertising, shall strive by borrowing in the form of traditional graphic language and the specific cultural connotations. Combining the themes and content of the works to deepen and strengthen the cultural foundation works for the purpose of tension on the basis of giving traditional graphics new energy, continuing and developing visual vocabulary of graphic design.Finally it figured out that only chief executive of traditional art, fully understand the various design ideas from the modern West, based on the merit of it, find a meeting point between traditional and modern, creating cultural and affection for the successful design and the world, and will improve the entire design sector's competitiveness of China.