Research On Innovation In Phoenix Totem Symbols In Advertising Design

Our country has a long and splendid history and culture, chu culture is animportant part of traditional culture in our country, the chicken is not really creativeelements of chu culture, after thousands of years of phoenix totem symbols fusion anddevelopment, become one of the symbol of China’s unique Oriental colour, phoeniximage was deified, beautification, idea, from the original worship of the gods to thesublimation of spirit culture, a blend of many national character, make phoenix culturein its origin, evolution, and constantly creates new changes in the fusion. Phoenix imagethrough constant development, has become the symbol of national auspicious symbol,also is the carrier of good feelings, have been deeply into the history of the Chinesenation, at the same time, create more rich and colorful culture, become the symbol ofChinese national spirit.Phoenix totem symbols for the design of the Chinese culture has a profoundinfluence, the study of it has important theoretical value. This article is divided into sixchapters, the first chapter discusses phoenix totem symbols the research background,present situation, target, method and innovation points. The second chapter, from themost representative of chu culture to phoenix totem symbols, this paper studies underthe invasion of the chu culture and cultivate the phoenix totem symbols of the origin,evolution and development. The third chapter discusses the transmission value ofphoenix totem symbols in advertising, the fourth chapter through the case analysisphoenix totem symbols in logo, posters, packaging, and the application of the film andtelevision advertising, the fifth chapter is the innovation research of phoenix totemsymbol, first of all, is the phoenix totem symbol image more concise, the second is thephoenix totem symbols using the subject pluralism, again is the combination of phoenixtotem symbols and new media, and the last is the international integration of phoenixtotem symbols, the sixth chapter is the conclusion part.Based on the research of the phoenix totem symbols, we can see that theapplication of the phoenix totem symbols not only for the reference to the graphic,should focus on more from culture connotation analysis, comparison and research, wecan get some enlightenment from success, to use clever will phoenix totem symbols, itmust first on the graphics, more from the inherent meaning to find their commonness,combined with the feature of industry as well as the theme to performance, notfar-fetched composite applications, secondly to combine with the new media, letphoenix totem symbols in the application from static to dynamic, can also have soundand interactive. Finally, in line with international standards. In conclusion, we mustadopt new ideas, new thinking, the traditional phoenix totem to refine, to phoenix totemsymbols again for further exploration and creation, its modern aesthetic meaning anduse play phoenix totem symbols in the modern advertising design new charm.