Research On Native Culture In Chinese Modern Advertisement Design

How to integrate wealthy connotation of Chinese native culture into modern advertise? How to develop Advertising Design based on native culture and seek resonance between modern concept and the local culture? The two above problems become the focus of discussion in the modern advertising design.The first and the second chapter of this thesis summarize the concepts, connotation and classification of the Advertising Design. And then, the application of Confucius Culture and Taoist culture in Advertising Design indicates that the fusion of these two types of culture have become a unique Chinese aesthetic feature. At last, the first two chapters illustrate the fact in the aesthetic sight that the native culture provides inspiration for Modern Advertising Design. The third chapter is the core and innovative part of this paper, in which analysis and research on typical cases are provided. And the mold and expression, traditional elements, advertising creative are classified and summarized in this part by combining the theme with the content of design. Then the chapter emphasizes that the advertising designs not only need to combine the traditional graphics with modern elements but also need to attach importance to traditional graphics and traditional moral. At last, by explaining what are the"Five Cardinal Virtues of Confucian Ethics"and its relative function for advertising design, this part of paper also suggests that the advertisers are supposed to understand and learn the"Five Cardinal Virtues of Confucian Ethics"deeply and comply with its principle. It, if so, not only makes the advertising develop in the right direction, but also endows advertising with new vigor and vitality and prolongs its life by cultural accumulation.