The Application Of Chinese Cultural Elements In Modern Plane Advertisement Design And Research

The design style of one country is shaped by its unique historyand culture as well as socially environmental factors, therefore, itshould be unique. Chinese culture element is originated in Chinesetraditional culture, it based on the social history of China. Moreover,it is a important embodiment of Chinese culture, which providesinexhaustible ideas for modern art design. Associating Chineseculture element with modern print advertisement design not onlyinherits the traditional culture, but also make a new language and acultural concept for Chinese people in the new age, furthermore, itis a ideology which engaged in the communication of world culture.This paper takes Chinese culture element as research object.Firstly, explaining the concept of Chinese culture element from the perspective of advertisement, then, discussing the Cognitiveaspects and application of Chinese culture element in modern printadvertisement designs in order to analyze the features of Chineseculture element. Secondly, explore the general ideal, way anddirection of Chinese culture element in modern print advertisementdesign. Lastly, taking lessons from the domestic and internationalexperience, give some ideas with Chinese characteristics. Hopethey could make contributions to China’s design industry and helpto improve core competence of Chinese brand.