The Study Of The Application Of Traditional Chinese Aesthetic Culture Element In Contemporary Chinese Advertising

Now China is the world's second largest advertising market.Advertisement has become closely bound up with people's lives.We're most exposed to ads every day,as ad also becomes a new synonym for culture.Moreover,ads are imprinted with temporal marks left by culture and also demonstrate different aesthetic characteristics at different times,against different historical backgrounds and in different environments.It is found in the study and analysis of modern Chinese advertisements,especially ones that are broadcasted around 2008 Olympic Games up to now that present Chinese ads always contain traces of Chinese traditional aesthetic,which lead creativity,design and communication of ads.The messages delivered in these ads,including concept of life,value orientation and aesthetic consciousness,have a profound influence on wide audiences and become a part of social culture.Chinese traditional cultural symbols are in various forms,including Chinese traditional forms of art,symbolic elements,Chinese traditional aesthetic thoughts and aesthetic consciousness.The use of Chinese elements of Chinese-style ads is multi-level and multi-angle.Some adopt Chinese traditional forms of art to embody what ads want to express,while the spirit of Chinese traditional art is brought into the content by forms of art.Such ads with Chinese-style forms can create a kind of aesthetic image and reflect long history and culture of China.Furthermore,these ads establish their advertising context and complete semantic transformation with symbolic language by signifying and symbolizing Chinese elements,and national symbols accumulated by the Chinese nation over thousands of years are also inherited by advertisement and acquire new interpretation.Also,some ads are the embodiment of Chinese traditional aesthetics that the trace of Chinese traditional aesthetic categories like “syncretism between heaven and man”,“neutralization”,“wonderful quality” and “ethereality” can be spotted in modern Chinese ads,which is the influence of Chinese traditional aesthetic ideas on modern ads as well as its inheritance and amplification of these ideas.The elements of Chinese traditional aesthetic culture are so full of variety that through the analysis of the traditional aesthetic culture elements in Chinese modern advertisement,we can see that on the one hand that in the advertising works China traditional culture artistic form,symbolic language,aesthetic consciousness and value concept of inheritance and promotion,in the eyes of the audience is constructed Chinese cultural image of a vivid,full of interest and charm.On the other hand,the advertisement's propagation mode of that fragmentation and planarity,purpose of sales and persuasion,and the general public,cause the spread of traditional culture in advertising has become simple and lack of meaning,and then dispel the the deeper content of traditional culture imperceptibly.But it can not be deied that in the environment of that the current world culture collide and mix together with each other,and with the strengthering of China's economic strength,the status of Chiness culture in the world is gradually rising.As the foundation of Chinese culture,Chinese traditional culture has its unique charm.The use of Chiness traditional aesthetic culture elements in advertising,can highlight the sense of national and the sense of history,and then,it is a way of introducing Chiness culture to the world.