Research On The Application Of Haipai Cultural Elements In Commercial Advertising Design

Commercial advertising design is an important link in the promotion of commodities.In recent years,commercial advertisements of "national fashion style","nostalgic retro style","Shanghai style" and other types have been gradually recognized in the Chinese market.There are many reasons for this.This topic focuses on the research in the period of the republic of China under the influence of the Shanghai style culture elements of modern commercial advertisement design of the aesthetic value of significance,in-depth discussion during the period of the republic of China,Shanghai yuefen brand poster "shenbao",posters and other commercial advertising aesthetic characteristics and extract the corresponding visual symbols,practice to nanchang in the Sam member store design for commercial advertisement.As the main research result of this subject,I created and designed the commercial advertising series of Sam’s Club in Nanchang.The first part of this topic mainly studies and generalizes the aesthetic value of Shanghai school culture by analyzing the history of Shanghai school culture and its embodiment in different fields;The second part mainly analyzes the early "Shenbao" and other media advertising Shanghai cultural form characteristics,and the Shanghai style advertising design in the text,image,color,layout and other visual symbols are refined;The third part analyzes the market research results of contemporary Shanghai style advertising design,and analyzes the problems and reasons found by the research.The fourth part examines the nanchang the Sam member store business environment,to nanchang "Sam member store" the path of the commercial advertising design are studied,the specific creative design for nanchang "Sam member store" series of commercial advertisement,and make the nanchang "Sam member store" series of commercial advertising reflects the Shanghai style culture aesthetic characteristics.By extracting visual symbols of Shanghai cultural elements,the series of advertising design works designed on the basis of market research meet the special aesthetic needs and psychological needs of consumers,can help enterprises to improve economic and social benefits,and has certain significance to expand the design thinking of modern commercial advertising.