Study Of Chinese Traditional Auspicious Image

According to the archaeological information, image is the early visual sign in the history.lt has recorded some incidents and events,transmited some information and expressed feelings. It is the significant medium to converse and exchange each other for peole and it also is the cultural code of ancient civilization. The era in which characters was not invented is the age so called "reading image",thus,image information is the inevitable element in order to uncover the information codes of ancient civilization in China and all over the world.Therefor we study the traditional auspicious images in China that appear in ancient city in Xi'an in the way of investigating and seeking history documents.The aim is to investigate the modem logos of shop in ancient city of Xi'an objectively and exactly and try our best to seek the sources of several common traditional auspicious images.The whole structure of the thesis as follows:Firstly,according to all the information especialy including these photos are taken in recent months, the modem logos of shop in Ancient City of Xi'an are classified into three categories—the modem logos in flourishing streets;the modem logos in streets with rich traditional atmosphere; the modem logos in common streets.After analysing the structures of the modem logos in all streets in the ancient city,we find that "symmetry" and "yin and yang" structure is the popular styels.So we get the conclusion that lots of Chinese people have been influenced by tradional culture and they have been pursuring the harmonious,happpy and auspicious life all the time.Secondly,interpreting the connotations of the modem logos from two aspects—form and colour. After analysing the forms and colours of the modem logos in all streets,it is concluded that these forms including circle,square,triangle,"S", "(?)", "panchang",dragan,bird,flower and so on are used frequently in the modem logos and these colours including red,yellow,black,whitle,blue,green and so on are also used constantly.From this phenomenon,the tradional culture of China has been playing a vital role in people's everyday life and it gets rich nutriment,both of them impact and promote each other.Thirdly,afer comparing images in logos from different cultures,it is not difficultly concluded that the modem logos in every times,every ethnic group,every nation,every district and every trade respectively have distinctive characteristics.And the conditions of traditional auspicious images in China are also have special features when using in these different fields.However,only these modem logos which take root in national culture and accord with social demands will be successful in business.Fourthly,according to the study of the modem logos in the ancient city and the observation and interview,our estimation is that these excellent modem logos which can arose audiences'background and consciousness that impeling them to participate in business at the same time they can make a "dialogue" between designer and audience.But the prerequisite of the "dialogue" is traditional auspicious images in China are utilized appropriate in the modem logos,only this,can the modem logos in China abtain the fine dvelopment of blanceing nationalization and internationalization.Fifthly,there are several suggestions on designer,government,advertising, social supervision and so on. Design should be established in folk culture with rich connotation and daily life of the populace meanwhile designer should connect design and people's inclination of running after auspicious and happy life;government should make suitable laws and regulations to restrict the publish of wicked modem logos in order to enhance the level of supervision and administration; some rules and regulations should be made in advertising which will spur businessmen self-restraint and self-manage; the masses should perform their power on social supervision and promote the adjustment of laws, policies and norms.Finally,there are three suggestions on the development of modem logos and traditional auspicious images in China.The first,application of traditional auspicious images in modem society should follow the principle of balancing nationalization and intemationalization.The second, modem logos should accord with the design concept of people formost in order to combine humanities spirit and scientific spirit and combine commercial value and social value.The third,the "authenticity" must not ignored when developing tradional culture using mass media.