Research On The Expression Of Traditional Folk Cultural Concepts In The Visual Design Of "Han Sheng" Magazine

China is a nationality with thousands of years of civilization,which has gone through the replacement of dynasties and great changes.Five thousand years of Chinese history has accumulated endless national culture,which is rooted in folk society and comes from life,featuring great universality and popularity.With the passage of history,traditional folk culture has progressed and developed,demonstrating the inheritance,blend and change of ancient national culture,thus cultivating colourful folk culture.However,with the progress of society and development of economy,handmade mode of production has been eliminated,and with the death of old craftsmen,many traditional skills hidden in folk society have disappeared.Professor Yu Dagang,the theoretical director of Han Sheng,once said “The tradition can be compared to a man's head,while the modernity can be compared to a man's feet.In the sudden change of the era,the strange situation of separation of tradition and modernity,head and feet appears occasionally......Cultural workers should take the responsibility for being ‘the belly' of the separation,and try their best to enable modern Chinese people to connect tradition and modernity.” Therefore,Han Sheng regards the inheritance of traditional culture as its basis,sparing no efforts to improve modern life.This thesis,which uses Han Sheng as the point of penetration,studies the application of traditional visual symbols and includes three main parts.Part one studies the development process of Han Sheng and presents the purpose and significance of establishing Han Sheng.Part two researches the traditional visual symbols and explores the characteristics and categories of traditional visual symbols through their sorting out on the basis of Han Sheng.Part three studies the application of traditional visual symbol with the illustration of the example of Han Sheng.Through the discussion of the three parts,this thesis tries to from a kind of design method,which serves as a start for exhibition of the same type.