A Research On The Application Of Art Symbol In Western Plane Advertisements

In modern society, advertising is closely related to every aspect of people’s lives.In addition to providing information, product sales and other functions, modernadvertising can also enrich people’s lives. A successful advertisement is just like anexquisite works of art, which can not only introduce to commodity, but also let thepeople through the works of image observation, appreciation, give rise to a rich lifeAssociation, establish a new concept of consumption, increase the spiritual enjoyment,and in the art of influence character by environment of produce purchase desire. Inaddition, it can also help consumer to establish a correct moral values, cultivatepeople’s spiritual civilization, and give the consumer all aspects of knowledge.Actually, application of planar advertisement art symbol is a win-win strategy,not only can hide ads naked commercial essence, effectively enhance theadvertisement can appreciate and artistry, and consistent with the communicationcenter for the audience ’s demand, at the same time or art itself symbolic perpetuationand dissemination requirements. In the west, art symbol used in the planeadvertisement is prevalent. The phenomenon of development up to now, not only inquantity increasing, at the same time in the advertising creative scope is alsoexpanding and extending, which greatly enriches the plane advertisement creativityspace world.Current, our country domestic advertising industry whole competition ability isweaker, presence of small companies, industry internal cut-throat competition, worksquality not to be high, the study is helpful to the domestic advertising industry fromthe international commercial success, to create elegant high standard works, enhanceoneself competition ability.According to the current western print art symbol application present situationand the grasp of the relevant literature, this paper adopts case analysis, documentanalysis and content analysis method of combining research methods, in order todiscover, analysis, problem-solving ideas for research, the planar advertisement artsymbol application perspective of the western phenomenon, a large number ofoutstanding graphic advertisement the thorough analysis. The purpose of the study ismainly based on the print ads in the art symbol application phenomenon research,theories from semiotics, communication and other point of interpretation, revealingthe phenomenon and reasons of development, advantages, conditions, the artisticsymbols and advertising closely integrated, in-depth analysis of Western Graphic adsin the use of artistic symbol in a large number of success stories, help us to moredeeply know and understand this kind of advertising and creative, to raise the level ofdomestic advertising creation is also of significance for reference, so as to promotethe further development of China’s advertising industry.In contrast to western excellent advertising works, Chinese print advertising in the creative expression and content selection also is very inadequate. Generallyspeaking, Chinese plane advertisement works currently exists in three aspects:1,works of art are not vulgar;2, the creative combination of a lack of new ideas, nothigh degree of mechanization, the bringing principle, imitation means heavy;3, asense of humor is missing, the lack of audience main elements;4, national the elementis used less, unique sense of lack. In the face of these print ads advertising problems,Chinese plane advertisement must draw lessons from western excellent advertisingadvanced place, clever use of various techniques and novel and unique perspective,with a wonderful creative expression, in order to achieve the best advertising effect.This paper to the Chinese plane advertisement development and put forward thefollowing suggestions:1, increase the implicit beauty;2, strengthen the sense ofhumor;3, a good grasp of the nationality and internationalization and the art ofmarriage;4, enhance advertising art. Only in this way, the Chinese planeadvertisement can grasp the current global economic development and integrationtrend, development expands.