A Dimension Of Vision:The Creative Theory Of Print Ads Under The Space-time Consciousness Of Traditional Chinese Paintings

"I want to study the relationship between natural phenomena and human society,learn historical changes since ancient times,and create my own theory.”That is what Sima Qian devoted himself to during his lifetime.He believed that all was inheritable;if we look at the development of society without taking history as a whole,it will be hard to form our own theory.Consequently,in an era when information develops rapidly,the development of culture industry should not indiscriminately follow the extant Chinese traditional culture,and also should not abandon Chinese traditional culture.What we should do is extracting the essence of the Chinese traditional culture,in accordance with the demand of the times.Only in this way can the cultural industry develop itself while keeping in breast of the times.This thesis focuses on creative design of print advertisements under the consciousness of time and space.Firstly,by comparing the differences and origins of Chinese and Western consciousness of space-time,this thesis illustrates the theoretical origins and the development of Chinese art consciousness of space and time before it discusses the reflections and construction of space and time consciousness of Chinese paintings.Secondly,this thesis mathematically analyzes the reflections and the embodiments of space-time consciousness and a summary is made by reference to relevant literature and case analysis.In addition,some print advertising works are chosen and listed in order to interpret the consciousness of time and space of Chinese paintings in print advertisement creativity.Based on the reflections of space-time consciousness of Chinese paintings,corresponding creative print ads are designed,about which a relevant questionnaire is made for survey.What is more,analyzed is the data obtained from the questionnaire by two-way ANOVA in order to see the significance of print advertisement creative design under the consciousness of space-time.It is hoped that the results provide guidance to contemporary print advertisement creative design while Chinese traditional culture can also be promoted.The innovations of this thesis:(1)Rational conclusions:the thesis is an attempt to analyze the characteristics of Chinese painting carriers,cavalier perspective techniques,image space,layouts of overlapping scenes,and white space.Furthermore,the reflections of consciousness of space and time are classified into three categories,namely space time,flow of time and space,the infiniteness of time and space.(2)Practical design:according to this thesis,the print advertisement creativity possesses the characteristics of space-time consciousness of Chinese paintings,and corresponding print ads are designed for survey.This means that the thesis is promoted from theoretical research to the exploration of practice.(3)Mathematical analysis:data obtained from the questionnaires are analyzed with the aid of a SPSS software,showing that print ads featuring the space-time consciousness of Chinese paintings are more effective in conveying their messages.