Traditional Painting And Modern Advertising Creative Resonance

Along with the globalization of economy development, the status of Chineseeconomic has continued to rise, the Chinese market is increasingly beinginternational brand value, at this time, Something that can representChina’s symbolic form and life form is more and more respected, The callof” Chinese elements" Continued Unabated."Chinese elements" has a lotof symbolic form, and traditional Chinese calligraphy and painting hashigh status and strong representative in all elements, not only symbolicform has the Chinese characteristic, but also the respect to nature andthe world, the attitude toward life, the traditional painting andcalligraphy elements is always being used in many modern advertisementcreativity. This article based on the traditional Chinese calligraphy andpainting aesthetic elements, try to find the same points betweentraditional painting and calligraphy. So the elements will be subdividedinto "form"," spirit","meaning" three aspects.The article is divided into five parts, the part of introduction is aboutresearch literature home and abroad which concerning the same points ofthe creative of the traditional painting and calligraphy and modernadvertising creative. Also point out the research methods and researchpurposes. Chapter2introduces and summary the aesthetic elements of thetraditional Chinese calligraphy and painting. The third chaptersummarizes the common points of the traditional painting and calligraphyand modern advertisement, which can divided into "form"," spirit "，"meaning" three levels, The specific interpretation is also in thischapter. The fourth chapter use the plane advertising works in <<IAI Chinaadvertising works yearbook>> in2006-2011as the research object, select86plane advertising works as sample according to certain standards, andat the same time, the cellular model of depth of creative which is aboutthe traditional painting and calligraphy element in the framework of theChinese advertising creative is set up. Based on the model, the samplewere measured, analyzes the application Status of modern Chineseadvertisement that used the creative elements of the traditional Chinesepainting and calligraphy. As well as the audience situation in the Chinesemarket. Then find the most modern advertisements present most onlyborrowing for painting and calligraphy of element symbols form,lack thesublimation of ideology. In addition, through the data analysis, it iscan be found that whether used the traditional painting and calligraphycreative appeal, not only based on the demand characteristics of the product, but also suffer the qualities of industry limited.Of course, only six years of advertising works as research samples stillcan’t absolutely sketch out the present situation of Chinese creativeadvertising that used the traditional Chinese painting and calligraphyelements, it’s only the exploratory analysis and thinking.