China's Signboard Design Aesthetics Analyze In Ming And Qing Dynasties

In this information age during the rapid fusion process of global economy and culture, the dominant western culture and values made a strong impact to traditional culture of each nation. Reviewing the inheritance and development of national culture has become very necessary and urgent. Involve the traditional culture into the art and design field, through analysis and research the design phenomenon and cultural connotation, build the personality formation of local design and will have its practical significance and research value.As the important carrier of traditional business culture and information dissemination the traditional Chinese signboard which has a long history constitute our unique business outside the ancient cultural landscape, show a live national character and great practical qualities. This article choose the signboard in Ming and Qing Dynasties which are the most mature and with most physical remains as the main object perspective, research from the design aesthetics and combine with advertising, semiotics; divide the signboard into the formal level, image level, mood level and start the comparison and analyze step by step to explore the implication of which the traditional concept and aesthetic content creation. At the same time, the author hope this research can bring some benefits for the performance language of contemporary Chinese outdoor advertising and provide useful supplementary to the practice of outdoor advertising to bring more new revelation.