Research On The Change Trend Of Visual Performance Of Award-Winning Works In Representative College Students’ Print Advertising Competitions

Golden calf award,college advertising art competition and college award are representative print advertising competitions for college students in China in recent ten years.They cover a very wide range,and the participating teachers and students also show an increasing trend every year.The latest college advertising art competition starts in 2005.Therefore,it is extensive and comparative to select the works of golden calf award,college advertising art competition and college award in the past 15 years from 2005 to 2020 as the research samples.It can be seen from the two main aspects of visual representation through sample analysis and visual representation.Among the visual elements,the text element plays a more and more important role in print advertising,gradually changing from a supporting role to a leading role,because clever copywriting may be easier to move people than goodlooking graphics;With the development of information technology,photographic graphic elements have gradually become computer illustration elements,and the level of color has changed from single to rich.From the perspective of expression form,the continuous series method pays attention to the relationship between time and space.The emotional method not only pays attention to the current emotional direction,but also pays attention to the past emotional changes and future emotional trends.The use of network language and borrowing allusions have also increased in the proportion of humorous expression forms.There are many new forms of visual expression of award-winning works,which are worthy of reference and transcendence by college students.Finally,through the practice of print advertising design of the college award,it provides a strong practical support for this study.