Local Cultural Impact Studies, Design Of Print Ads

China is a country with vast territory, abundant resources, multiple nationalities, as well as a long history and fabulous ancient civilization, which enable her to keep the unified and sustained cultural patterns for thousands of years. Among the people, the prevailing forms of folk art, including paper-cut, New Year paintings, sculpture, printing and dyeing, clothing and minority-characterized clothing, become the elements of Chinese art, the source of Chinese art and the crystal of Chinese wisdom.Traditional Chinese culture is inherited by the descendants from generation to generation like a family heirloom. From the historical point of view, it is the precipitation of both material and spiritual cultures. With the development of productive forces, the culture gets improved and innovated, so that mankind has a new tool for conquering nature and expressing emotion.The impact of traditional culture on designing can be seen everywhere. We recognize the great charm, the ubiquitous extensiveness, the composited or successive hereditary and the subtle influence of our traditional culture. Human beings still live in the world which is built by traditional culture. Its existence provides the power to advance human history. Undoubtedly it exerts huge impact on the man-created modern and future civilization.The true localization of designing has to be based on the context of the nation's traditional culture. The well-comprehended values and preferences of the local consumers can be the foundation of the local aesthetic study; the in-depth content and technique exploration of traditional Chinese culture can help to inherit and develop the culture and integrate the culture into modern advertising design.Advertising pays great attention to the performance of visual effects as the way of information dissemination. Advertisements are "exhibits" in front of the public, which contact and communicate with the audience's vision straightforward. Therefore, the study of the impact of local culture on advertising has a special research value, which plays a very important role in the success of the dissemination of information. Traditional culture poses huge and ubiquitous impact on modern advertising, even unconsciously.However, the questions of how the promotion of visual communication design in China can develop and how the involvement of local culture with contemporary design culture can have a catalytic role are considered to be the responsibility for every designer. "Localization" not only emphasizes the traditional culture, but also using traditional, geographical characteristics to represent the concept of modern spirit and enable human to involve in the development of world culture with unique individuality and personality. From the view of "localization", for art design, the option of old-style elements reflects the geographical concept and the delivery of cultural background. The ancient painted pottery patterns and folk paper-cut designs both reflect the cultural significance directly. We should first look close at and grasp the thread of the world's design development, fully absorb the ideological essence of humanism, attach importance to people's own values, concern the living conditions of people and defend human dignity and happiness.