Confucian "wuchang" Thoughts And The Charitable Advertising Value Isomorphism Research

Confucian "wuchang" thought is representative of the Confucian school by Confucius,mencius, was based on the ethics of the basic requirements of Confucian ethics system, andtherefore become a representative of the feudal society of the most important ethical laws, toadjust the relations of feudal society contradictions between people provides the basic moralprinciples. Though, in essence," wuchang" Confucianism plays a role of maintaining thefeudal social order, but also constrain the contemporary social context of the behavior ofpeople, become in today’s society can be critical for us and draw lessons from the spirit ofwealth, in constructing a harmonious interpersonal relationship of various contemporarysocial issues can reveal and reflect. And public service ads is not to pursue the economicinterests of the market for the purpose of advertising forms, become the effective way toenhance citizens’ sense of moral consciousness and contemporary, to the survival anddevelopment of human society to create favorable conditions, makes own value is enhanced.Because its in the cultural, spiritual, physical, social and environmental aspects to developpotential, and thus inherited the culture of the various factors and connotations.Papers to the Confucian "wuchang" isomorphic relationship with the value of publicwelfare advertisement as the research object, respectively, for the development of publicservice ads, causes and the social significance and background of Confucian " wuchang" ideas,background and in the development of contemporary society is discussed in detail andexplains respectively, and then dig deeper into the two each other mutual harmony, establishthe value isomorphism relations, make it in the application and development of public welfareadvertisement. First of all, from the confucianist thought of "the five permanent members"ancient and modern meaning, from the traditional Chinese education’s influence on Confucian"wuchang" thoughts and contemporary confucianist thought of "the five permanent members"into the inheritance and development. Second, which leads to the Confucian "wuchang"relationship with the public service ads, again through the public welfare advertisement textmeaning of deconstruction, analysis, reorganization, deepening, more comprehensivethorough interpretation of the concept of it, in order to get more representative itscontemporary significance, thus laying and Confucian "wuchang" value isomorphismrelations foundation. Finally, influence on Confucian "wuchang" public welfare advertisingdesign strategy to explore, using case analysis and creative practice, demonstrate "the fivepermanent members" of isomorphism ideology and public welfare advertising value relations,expand the new train of thought and development space for poster design. This is not onlybeneficial to designers in our country from the traditional Confucian thought is in the exploration of the creative inspiration and deep cultural inside information of visual form,bring new visual perception is different from the western design system, at the same time, addto a tradition of our culture sense of responsibility and sense of mission, reveal the culturalcharacteristics with The Times connotation poster design.