| Throughout most of China’s contemporary commercial market, in the current economic globalization of the international brands to enter the Chinese market, on behalf of the Chinese merchants pay more and more attention to mining elements of visual symbols, take into national, step up promotion. Foreign products, the localization of Chinese propaganda also not to be outdone, will also have national symbols to modify application. But in performance and application of expression level, often can appear content shallow float, means of simplification, the nature of symbols and rules is a lack of enough knowledge, and visual transmission phenomenon of mass culture phenomenon of semiotics lack of the attention they deserve. By Argentina’s famous graphic designer, and the broad, constable had penetrated, Y’today’s graphic design unfortunately lost his original intention, also is the only purpose, that is--, exchange and communication\". Therefore, how to get the visual symbol words in contemporary Chinese commercial poster design a accurate, thorough design application and performance, and how to enhance the communication between the with the relay is the key to this paper research purpose.First of all, this topic will be from the point of poster design, visual symbols, using the method of literature, from theory to define the symbol itself, to understand the definition, how to discover and function of the visual symbols. Using example, comparative study method and case of visual symbols in the cultural value and commercial value of China’s commercial poster design in-depth analysis, respectively, to understand how visual symbol by the spread of the poster design on the culture and business to create enduring value and influence. Comprehensive, on the premise of the above theory as the foundation of large key directly into the theme of the article, the performance of visual symbols in Chinese contemporary commercial poster design and application research, through the form of visual symbols (TuXiangXing symbols, indicative symbols, symbolic symbols), application (the application of direct and indirect, restructuring and trade-offs, the format of the application of collocation principle of application) and the possibility of innovation, diversity, environment, transformation, refining, synaesthesia, propagation) and analysis of research, from its characteristic and function analysis for design can meet the demand of transmission performance and application, and combined with relevant examples analysis fundamentally performance and application in commercial posters of visual symbols in the brand strategy, communication has played a key role in the process of communication. Then combined with the various needs of the market and consumers, to tracking and expand the research of the article, discuss the marketing-symbols to buy goods or symbols, and combining the theory research and the practice, to use truly, theory to practice, to accurate market analysis and positioning, a deeper understanding of the emotional needs of the target customer group and the actual material needs, symbols can create market related conclusions, and how is the visual symbol in Chinese contemporary research significance of the performance and application of commercial poster. Finally, combining with the application examples of unified group’s instant noodles products commercial posters \’unified can play\" (08 Chinese element international creative contest winner) case analysis, using the method of literature to the brand and the related knowledge of enterprise, unified brand positioning and product requirements for the corresponding analysis, combined with the network image acquisition, through the related topics of posters, to dismember of design elements, one by one to explore research, summing up the visual symbol of representative brand attributes, and explanation of how to work through the performance and application of accurate bring the perfect present and its importance, and how to achieve good communication and communication. Finally summarizes should face up to the current science and technology, market demand, the demand of people’s vision and a variety of materials, and puts forward the performance of visual symbols in Chinese contemporary poster design and application research of importance, and the market development needs of personalized, experience, the development trend of communication.Method in this paper, through literature on the relevant theories of visual symbol information are collected, and using example method and contrast method, its application in the Chinese contemporary poster design and performance of the actual case analysis and the element to dismember the detailed research, inductive concluded that as a successful commercial posters, be sure to is in the works of induction and summary and presented the representative brand of visual symbols, have their own brand awareness, combined with the appropriate material, through the performance and application of accurate, reached unprecedented market propagation force, and the market, and consumers, with its own comprehensive and in-depth communication. This process is the theory and examples combined with the research process of infiltration, combined with the spread of the Chinese contemporary commercial poster requirements, analysis of visual symbols in valuable communication role. This subject in the design for the future theoretical research and practical innovation formed on the methods of promoting; For China’s independent brands in today’s business market promotion and the transmission of accurate provides certain theory basis; It also of visual symbols in the future application in the field of commercial posters and performance study provides certain theoretical basis and reference. |
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