The Application Of Traditional Chinese Cultural Elements In The Print Ads

The traditional Chinese cultural elements as the important part of the use ofmodern print ads, are deeply welcomed by people, they reveal the Chinese nation’sspirit and aesthetic taste, show the Chinese nation’s love for life, their industrious andcourageous pursuit and longing for a better life.The use of traditional Chinese cultural elements in the print ads is for the purposeof reflecting the national character of the advertising better, meanwhile it also need tolearn from the excellent foreign cultural and modern creativity constantly. No matter itis in gold and silver jewelry, costume design, architectural style, research packaging,product identification and so on, the shadow of the traditional Chinese culturalelements can always be found. When the creator is using the graceful structure of thetraditional Chinese cultural elements, at the same time they should consider theChinese nation’s human temperament which is embodied in them, as they are cultureof precipitation and the Chinese spirit and content from the Chinese nation’s fivethousand years history, they can demonstrate the distinct and unique Chinesenationality. These features and benefits need to be explored and inherited by thepresent designers, in this paper, the traditional Chinese cultural elements as the startingpoint, the Intend is to promote Chinese culture, how to creatively use traditionalChinese cultural elements in the print ads, and make print ads with more Chinese spirit,meanwhile consistent with the design requirements of print ads. At first, the status oftraditional Chinese cultural elements were systematically summarized and analyzed,their researches are compared, and start with the heritage in print ads and applications,the value and less or advantages, the point of integration with the art of print ads.Comprehensively discuss and analyze the application of traditional Chinese culturalelements in the print ads. Point that nowadays print ads should have contemporary andstylish, at the same time more traditional Chinese cultural elements should beintegrated into, then the print ads will be more unique, which could reflect the strongnational spirit.