Research On Application Of Chinese Characters In Modern Advertisements

Research on advertising copy writing has more than 20-year history in China, But People seldom research on Chinese characters in advertisement, the achievement of Chinese language research concentrates in the application of other disciplines, such as writing, Market, psychology, the beforehand research on Chinese characters in advertising concentrates in esthetics, there's been fewer articles and books involves Chinese characters creativity method in advertisement, but no one studies it systematically. This article not only utilizes the glyph characteristic of Chinese characters and advertisement creativity with lots of advertisement, but also analysis commonly used Chinese characters creativity and the social problems it brings, which principles should pay attention to. The content constitutes by following several parts:First part: Chinese character and advertisementBrief introduction of the history of Chinese character in advertisement application and the qualitative change, summarize the tendency of Chinese characters in advertisements application, As well as the direction of development. Expound the relations between advertisement creativity and Chinese characters, analysis the glyph characteristic of Chinese characters and the possibilities of being the resources of advertisement creativity as well, makes a summary of Chinese characters using characteristics in modern advertisements.Second part: The image creative methods of Chinese charactersAnalysis the characteristic of Chinese characters glyph in the application of the advertisements, Simultaneously according to the unique cultural phenomenon which they produced to encapsulate the common methods the admen use : the image creative methods of Chinese characters, which include the reconstruction of the characteristic of Chinese characters image, replace Chinese graphemes with other symbols, compare similar Chinese characters, combine Chinese characters with the letters of other languages, compare pictophonetic characters, The multi-Chinese characters graphemes connect together, the position of characters express image semantics, and analysis the similar creativities which each method produces, as well as the negative influence which produces to the society.Third part: the application of Chinese characters in overseas advertisementsThe Chinese characters origin from China, but China is not the only country that uses Chinese characters. The Chinese characters play a vital role in some other countries, such as Japan, Korea, Thailand and Vietnam. The advertisements of those countries based on their own understanding and cultural influence, create the massive outstanding Chinese characters advertisements. To a great extent, those countries has a higher Chinese characters creative level. In this part I collect many advertisements and analysis the successful experience of overseas simultaneously.Fourth part: the principles of using Chinese characters in advertisementsBecause there are so many Chinese characters creative methods in advertisements and produced some negative influence which produces to the real life, proposes the use principle of Chinese characters in advertisements which is based on the philology research principles and the request of advertisements creative methods: Admen seldom use a single Chinese characters creative method, the creative methods are overlapping; the Chinese characters creative methods passes through the entire ad campaigns, became a unique Chinese characters advertisement culture; Keeps pace with the times, innovates unceasingly; Conforms to the legal laws and regulations, avoids the negative influence; Strengthen the international exchanges and disseminate the native culture.Fifth part: three contradictions which needs to solve in the application of Chinese characters in advertisements This part has analyzed each kind of contradiction which the Chinese character researches and the commercial advertizing application produces: the contradiction between the specialization of Chinese characters application fundamental researches and the popularization of the information transmission of advertisements; the contradiction between region national characteristic of Chinese characters advertisements creativity and the globalization of commercial information propaganda; the contradiction between the cultural negative effect of advertisements creative contents and inheritance Chinese character national culture and how to resolve the contradictions, The creative methods of Chinese characters, the contradiction between the operations of modern advertisements commercials and Chinese characters culture is a contradiction which is difficulty to resolve now, if we want to resolve this contradiction, the effective solution is to study a system of Chinese characters creative method theory to instructs Chinese characters advertisements creativity of China.Sixth part: Conclusion...