A Narrative Study On The Font Design Of Cosmetics Advertisements In Xinhua Daily In 194

Chinese characters started from the Chinese ancestors’ graphic imitation and condensing of things,reflecting the thinking logic and thinking mode of Chinese people since ancient times.Chinese character design is the designer’s refinement and sublimation on this basis,and endowed with aesthetic connotation.Since modern times,in the process of China’s transition from feudal society to semi-colonial and semi-feudal agricultural country,the introduction of western design concepts has formed the characteristics of graphic,narrative,visual and media-oriented design concepts for newspaper advertisement fonts,and finally presented a design style with both aesthetic and reading characteristics.Its cultural value and historical value are the products of The Times.With the change of lifestyle,women’s cosmetics in the traditional sense began to accept foreign products.It was first popular in the upper class,and gradually spread to the civic class.As one of the most versatile items,cosmetic advertisements can be seen everywhere in various newspaper advertisements.Newspaper and newspaper cosmetics advertisements bring us cultural particularity,regional particularity and era particularity.The development of modern Chinese typeface design and graphic design is accordingly divided into roughly three nodes: one,after the opium war,Europe and the United States get free missionary in China rights missionaries,they are based in the treaty ports teachings spread to Chinese mainland,with its mission,China opens the passive phase of development of Chinese characters design.Second,in the period of the New Culture Movement,CAI Yuanpei,Lu Xun and other standard-bearers of the new culture Movement clearly proposed the idea of "replacing religion with art" and "saving the country with aesthetic education",and advocated the revolution of Chinese art.In1918,the Beiping National School of Fine Arts was founded in Beijing,with the department of Pattern,offering courses in printing,metal,ceramics and so on.Chinese character design ushered in a stage of active development.3.In May 1942,the Central Committee of the Communist Party of China held a forum on Literature and art in Yan’an.MAO Zedong presided over the meeting and delivered a speech(speech at the Yan’an Forum on Literature and Art).The anti-japanese base areas under the leadership of the Communist Party of China followed the policy on literature and art formulated at the symposium and launched the rectification movement of literature and art.The symposium on has been extremely profound influence on the development of literature and art,and coincided with the sino-japanese war late of strategic stalemate,give priority to with the party leadership,xinhua daily,the newspaper positive response,literature,art and the people closely integrated with the war of resistance,it will cause1942 AD font design style is more advanced and appealing than the previous stage,It plays a huge role in enhancing the centripetal force and cohesion of the whole nation,developing the economy,promoting the unity and cooperation of all social classes and inspiring the national spirit.The time endows the character with nutrient,special land bred the fruit of rich art again eventually,enhance domestic each stratum audience with strong national self-confidence,centrifugal force,cohesive force,developed national goods economy,promoting the unity of social each class cooperation and excited national spirit.He presented traditional Chinese culture to foreign audiences and told Chinese stories with cultural confidence.Taking the font design for cosmetics advertisement of Xinhua Daily in 1942 as an example,it broke through the text concept inherited from shang and Zhou dynasties,gave the audience a more substantial and intuitive space experience,and aroused strong emotional resonance,and finally realized the emotional collision between designers and audiences.Entered the information era,back in 1942,xinhua daily advertisement font design,research on it for further systematic study,opinions vary from the republic of China to clarify its development in the design of the font,reveal the inherent law of font design,clear its historical influence and contribution,for the development direction of Chinese typeface design today.Under the background of globalization,we strive to put strong national,social and national characteristics into font design,promote the cultural construction of Chinese design,promote Chinese culture,and enhance national cohesion.