A Study On The Value Of Chinese Traditional Sapporo In Modern Business Visual Communication Design

Traditional Chinese commercial poster, the original form of commercial advertising, is a special industry logo with which the ancient merchants attract customers. It combines sculpture, calligraphy, painting, paper, clay sculpture art gimmick and contains rich traditional culture connotation, which extremely shows the characteristic of China. But at present the study of traditional Chinese commercial poster mainly focus on the folk custom culture research, most of which introduces the origin of the commercial poster, its history, shape, and its category, and there is little study done from the perspective of visual communication design. As for the detailed research combining its design concept and contemporary visual communication design is even less. Through the interpretation of recruit and the formation and development, this paper reveals the function of implied commercial, cultural and aesthetic, analyzes from the angle of modern commercial visual communication design, and tries to find out the guidance of traditional call centers to the modern commercial visual communication design.Through the study of the recruit and shape of traditional Chinese commercial poster, this article tries to elaborate the commercial poster from two aspects of trademark and cover. Signs are divided into four classes, vertical, the horizontal wall of recruit, recruit and sign on the wall while the cover is divided into five categories, that is physical model, move symbol, specific identification, move reel and words. The formation of various call centers have their own deep factors such as history, geography, humanities, and also has a subtle relationship between each other.Colorful variety of recruit and traditional design is a reflection of the long and rich history of Chinese civilization which plays an important role in the ancient commercial activities. And these effects can be respectively generalized from three aspects, which is commercial function, cultural function and aesthetic function. Through the study of these features, this paper reveals the traditional business culture, folk culture and traditional characteristics culture of the recruit.But the research of the history and function can not fully guide the modern design and therefore we need further analysis of traditional Chinese commercial poster from the angle of modern commercial visual communication design, understanding of its design elements, forms and rules. Compared with the characteristics of modern design, we try to prove that the design concept is not entirely suitable for the modern design, just like that commercial poster has its historical factors, while the formation of modern design should also have the characteristics of era.Through the multiple perspectives of interpretation about the commercial poster comparing with modern design, modern commercial visual communication design should adopt the soul instead of the form of traditional recruit but not constrained by the traditional shape, and tries to derive the beneficial nutrients from the underlying cultural concept, traditional morality and business sense.Under the background of globalization, integrating the recruit and traditional Chinese design concept into the modern commercial visual communication design is not only to rich the design language, but also to carry forward the inheritance of Chinese traditional culture. It is, for the China’s commercial art design, the key to the world.