Zhuxian Town New Year Wood-Block Prints Are Applied To The Emotional Interactive Advertising Design Research

With the rapid development of science and technology,interactive technology makes advertising no longer boring,and can more effectively deepen the memory point of viewers.The expression form of interactive advertising is simple and intuitive,vivid and lively,and the expression content is clear and explicit.By virtue of its own advantages,it has a good performance in advertising.In traditional culture,wood-block print is a kind of New Year pictures,using symbolic or metaphorical design,in which we can see people’s cognition of life and nature in a specific period and reflection on people’s expectation and wish in life and production.Those vivid pictures not only can display various lifestyle,but describe customs as well.Moreover,those pictures can be used to carry wishes and convey affection.However,with the development of information expression forms,the art of New Year pictures gradually fades out of people’s vision.How to combine the traditional New Year pictures with the development of modernization is an important problem faced by designers at present.As the ancestor of Chinese New Year wood-block prints,Zhuxian Town New Year wood-block prints have a long history and obvious regional cultural characteristics and artistic characteristics of the Central Plains.By analyzing its artistic characteristics and innovating the design on the basis of extracting the elements,the problems in the art protection of Chinese New Year pictures will be effectively solved.Therefore,firstly,we used literature analysis,field investigation,case analysis,as well as induct and deduct method to analyze the artistic characteristics of Zhuxian Town New Year wood-block prints,and extracted a series of visual elements and subjects of the artistic characteristics.Then,in this study,we set interactive advertising as our research object.By analyzing its artistic characteristics and development advantages,we explored the correlation between Zhuxian Town New Year wood-block prints and interactive advertising design,and looked for the feasibility of applying the artistic characteristics of Zhuxian Town New Year wood-block prints to the design of interactive advertising.Last,this study explored the feasibility and method of applying Zhuxian Town New Year wood-block prints to interactive advertising design,and proved the feasibility of this application through the design practice.This paper explores the new ways of the inheritance and development of New Year wood-block prints in Zhuxian Town,presents the artistic value in modern society,and provides new design methods and ideas for the dissemination of national culture.The practice and method of this study will also provide reference and reference for the development of other folk arts.