Six Categories Of Chinese Advertising And Visual Creativity

In the past eight years, there have been90Confucius Institute established inUnited States. With the Chinese culture "going out", Chinese characters are goingglobal as a typical symbol of Chinese culture. This "word" cross-cultural expansion onthe one hand because the Chinese characters in the thousands of years of evolution,with the Chinese character glyph changes, coverage of word and word-groupexpansion intothe very rich culture of the Han nationality psychological and aestheticpsychological factors, caused by psychological resonance far more than a simpleimage. On the other hand, each character glyph, meaning and pronunciation arelinked to each other with logic, and the glyph of characters is been created andchanged, but still borrow from original meaning. The meaning of words is consistent.Modern advertisingcreative elements of the Chinese characters used in the creative material andcreative ideas. If we get deeper study of cultural implication of Chinese characters,traditional way of thinking which hidden in Chinese characters can be successfullyfounded. One of the paradigms involving Chinese characters Chinese advertisingcreative visual law is Chinese characters of "The Six theory."This paper is divided intofive parts, the introduction combing the domestic Chinese advertising visualcreativity of the research literature, and pointed out that the research methods andresearch purposes. The second chapter introduces and summarizes the Structure ofChinese Characters aesthetic significance and dissemination of significance, in-depthanalysis of the advantages and disadvantages of visual creativity in advertising.Chapter three, discussed about how to lead Chinese characters and creativemethodology, including: refers to the matter, pictographs, knowing, Phonetic,transfer note, etc. into logo design, graphic poster design with “The Six Theory”. Thelast section figures out that when using the significance of Chinese characters, weshouldnt only consider classification, guidance and creativity,but also analysis workswith "The Six Theory”. Logo-design and graphic posters are two main types of Chinese advertising visual creativity here mentioned in this article. Due to the lackingof material of video or online-ads collected, my article can’t be fully summarize thepresent situation of Chinese characters which are used in Chinese Ads. It can only bean exploratory analysis.