The Calligraphy Element In Modern Graphic Adverting Design

There are several forms of expression means which can be utilized in the advertising design. It includes the words, the color, the embodiment and abstract graph utilization. Among them, the application of calligraphy art not only provides the inexhaustible creative fountainhead, but also displays its unique style, with the good visual impulse and the artistic power. And it also helps Chinese traditional culture to be popular in the world.The dissertation elaborates the utilization of Chinese calligraphy element by its history, type, style and aesthetics. And it analyses the principles and methods of utilization about calligraphy to adverting design. This dissertation also tells the advantages of calligraphy utilized in advertising design by the expression, culture and brand of goods. At last, the dissertation concludes the problems which modern adverting design faces, foresees the future of adverting design and suggests the calligraphy and adverting design should be together harmoniously and tightly so as to make the calligraphy as unique arts fascinate the whole world.