An Analysis Of Traditional Chinese Folk Art In Print Public Service Advertising

Along with the rapid development of modernization and globalization, traditional Chinese folk art are facing severe crisis of survival in modern society,and urgent need to find new ways to achieve inheritance and development. Print Public Service Advertising in order to achieve better dissemination and exert greater influence, need to dig out more advertising elements that audiences loved. Print Public Service Advertisings in 2008 Beijing Olympic Games causing the world's attention to the traditional Chinese folk art, in 2013, the "stressing civilization and fostering new practices" Print Public Service Advertising, caused strong public reaction. Traditional Chinese folk art and Print Public Service Advertising perfect "cooperation", burst out bright sparks, open to both the development of a new road. In this context, research to traditional Chinese folk art in Print Public Service Advertising is very necessary.In this paper, through sample survey found that the traditional folk art has been widely used in all kinds of themes of Print Public Service Advertising. Print Public Service Advertising reasonablely use of traditional folk art, can effectively enhance the advertising effect and produce good social effect. Print Public Service Advertising take use of traditional folk art should follow four rules:follow the basic features of Chinese traditional folk art, conform to the current time background and theme, traditional folk art to closely fit with the appeal of Print Public Service Advertising, meet the demand of audience's psychology and visual aesthetic demand.This paper argues that, in the process of Print Public Service Advertising using traditional folk art, there are some problems, traditional folk art lack of linked with the appeal of the Print Public Service Advertising, Print Public Service Advertising using traditional folk art single repeat, formal serious, misuse of traditional folk art. To solve these problems, the author puts forward the corresponding countermeasures: Print Public Service Advertising on the use of traditional folk art should be around advertising appeal, mining traditional folk art treasure rich advertising performance elements, attaches great importance to the Print Public Service Advertising and traditional folk art intrinsic cultural ties, reasonable use of Chinese traditional folk art. Only in Print Public Service Advertising under the premise of rational use of Chinese traditional folk art, folk traditional art charm and characteristics can be fully displayed in the advertisement, both the "cooperation" can be more exciting.