"Style And Meaningfulness"

Chinese characters are a symbol of traditional Chinese culture, is the crystallization of the wisdom of the Chinese nation. Study of the origins and development of Chinese characters has been for thousands of years of history, ancient and modern scholars have done considerable work in various aspects of the visits of Chinese characters body, has now formed a series of Chinese characters and rules. Advertising for China is still an emerging industry, the new China was founded40years almost no professional academic research until1983, Xiamen University was founded advertising professional, real advertising included in the research areas of the design disciplines. only less than30years now. There are many related disciplines in the academic research on the advertising has not been systematically study and resolve, of which the Chinese characters in advertising design, applied research, particularly the lack of a complete system of research methods and research theory.As a carrier of the new form of Chinese characters, advertising by virtue of a large number of its own unique functional morphology and social needs, has become one of the most dynamic growth point of the Chinese characters use and Character Design. The emergence of this new form of the carrier to the Chinese characters design research and development space, making the new era, the characters are given more of a new mission. Concerned about the use of Chinese characters in advertising design in the real practice, study and scientific research on Chinese characters in the advertising creative, which is our most important research topic.In this paper, the Chinese character design and advertising design, style and content ", and the creation of the works of designers at home and abroad, and I practice as an example to analyze and contrast, combined with the Chinese character" symbol "," picture ","traditional aesthetic characteristics, to explore the design culture of Chinese characters in advertising design in the use of connotation, significance, role, intended to sort out a more systematic theoretical system design and use of Chinese characters in the set of advertising design, so that people can easily knowledge and understanding of the complementarity of a close relationship between the design of Chinese characters in advertising design and two different disciplines.Chinese culture is a profound and interrelated whole, Chinese characters can be said to be the most representative part of this system. Modeling methods and performance of the Chinese characters embody the command of the Chinese nation and creativity, it is a fundamental part of the visual arts, is the most important visual resources in advertising design.