The application of China traditional cultural elements in advertising creativity.

Paper Keywords: China traditional culture advertising creativity

This paper mainly expounds the origin of China traditional culture and its function in print advertisement design, and lists the successful cases of applying traditional culture in print advertisement.

China has a long history of traditional culture, and graphics are the beginning of the formation of traditional culture. Since the records of human history, the ancients used graphics to convey ideas and exchange feelings, leaving a valuable cultural heritage for future generations. Traditional culture is a highly refined factor, which absorbs all excellent cultures, including writing, humanistic architecture, national customs, literature and art, historical figures, etc., and can reflect national individuality. Traditional cultural elements are not only formal visual symbols, but also a spiritual core. In today's society, China traditional culture is the main source of print advertising creativity, such as lanterns, Peking Opera masks, Mid-Autumn Festival full moon, China Kung Fu, Four Treasures of the Study, Chyi Chin calligraphy and painting, antique furniture, seal cutting, China Red and so on. These are popular symbols in print advertisements, but when using traditional cultural elements, we must realize that these traditional cultural elements are not just a pattern, but come from the traditional culture of China. It is the carrier that embodies the spirit of traditional culture. Using these elements in print advertising creativity can make advertising works and audiences feel emotional. These traditional cultural elements are in the same strain as the feelings of China people.

First, the origin of China traditional culture

The continuous evolution of civilization eventually brings together a national culture that embodies national characteristics and features, which is the traditional culture. It is the overall embodiment of various stages and cultures in a national history, and it is a way of human existence that has existed, happened, been remembered, used or changed in a national history. Traditional culture is a combination of "tradition" and "culture". Tradition not only refers to what existed in the past, but also includes what existed in the past and has been passed down to the present. Edward Hills, an American sociologist, believes in the book On Tradition that "anything that has been passed down for more than three generations and has been endowed with value and meaning by human beings can be regarded as tradition." Tradition is a historical and realistic existence for each of us.

China traditional culture refers to the culture based on China culture, which was created by people of all ethnic groups in China and passed down in the long-term historical development. Confucianism is the core of China's traditional culture, which combines the essence of China's minority culture and absorbs the thoughts of Taoism and Buddhism. It is a humanistic moral culture based on people and ethics. It pays attention to moral cultivation and ideal personality, pursues the highest spiritual realm, and advocates moderation and inaction. For thousands of years, traditional culture has been deeply rooted in the hearts of China people, and people's way of thinking, value orientation and aesthetic consciousness have been influenced by traditional culture. Therefore, without the traditional culture of China, especially the traditional art form of China, the creativity in modern print advertisements cannot be accepted by the public.

Second, the combination of tradition, modernity and pluralism.

Multi-integration is the way to keep the vitality of art lasting. Although China's traditional culture has been applied to print advertising design to create a cultural upsurge, there are still some aesthetic differences between the East and the West. Too much emphasis on local design is not conducive to the opening of the world market and the internationalization of products. If the work is only to promote the national spirit and culture, it will not have long-term vitality. China's ancient thought emphasized that a hundred schools of thought contend, and cultures needed to be integrated, exchanged and communicated with each other. Therefore, while advocating the absorption of traditional cultural characteristics, modern graphic design should also adopt an all-inclusive approach, absorb the advantages of other national cultures in the world, integrate into the world's diversified design styles, and combine China's traditional culture with modeling elements and the style of the times to give it a sense of modernity and modernity. For example, at the Cannes Advertising Festival in 2009, one of Nike's designs, Battlefield on Paper, won the design award. This advertisement was created by Macon Company in Hong Kong. They combine the unique production method of Chinese characters with post-modern design style. The main picture of the advertisement is basketball players and Chinese characters, which are used to explain the sports theme of struggle and competition. The image of each athlete is superimposed by monochrome printing, which has strong visual impact and strong sense of movement. The judges gave high evaluation, and the concept and design were excellent. It can be seen that all excellent works are not formal, but absorb all available elements and emphasize integration.

Traditional culture and modern print advertising belong to two historical levels. Traditional culture inherits the development of history and civilization, while modern print advertising is a new thing. Only by seeking innovation in the tone of subverting tradition can it survive and develop. Therefore, when "innovation" and "tradition" collide, there will inevitably be mutual constraints, so

We should pay attention to mutual coordination when integrating traditional culture into print advertising creativity. Advertising should not only reflect and publicize the traditional culture of China, but also know how to discover the excellent cultural elements of other nationalities with modern eyes, thus arousing the interest of the audience.

Third, the application of traditional culture in advertising creativity.

In the international advertising design competition, most of the advertising works that China can stand out from others have added elements of China traditional culture. We deeply realize that only by integrating our traditional culture into our works can we win the attention of the world. At present, some domestic enterprises have begun to attach importance to the application of China traditional cultural elements in advertising creativity. For example, Geely Automobile has made a bold attempt in the excavation and application of China's traditional culture. Geely Automobile joined hands with Jingwei Facebook to skillfully integrate the cultural history of the Chinese nation with modern technology. Some elements with China characteristics in China's traditional culture can easily arouse the cultural resonance of consumers, which is the emotional bond between China and people and culture. Artists and designers in China have been exploring modern art design in the field of art design. This exploration has distinctive cultural characteristics of China, aiming at combining the world's advanced science and technology and progressive ideas with the traditional culture of China, and promoting the development of China culture. China culture has always accepted, absorbed, integrated and innovated all advanced cultures. If Chinese-style advertising creativity is to be accepted by the mainstream of advertising in the world, only by taking a road of Chinese-style advertising creativity rooted in the soil of China traditional culture can traditional elements become the key to enhance advertising creativity.

Jin Daiqiang, a famous Hong Kong graphic designer, is a representative of the perfect combination of traditional culture and modern design. His works have strong national characteristics. It is his consistent proposition to integrate the essence of China's traditional culture into western modern design concepts, and many of his works reflect this idea. In his poster design "Freedom" series, China's ink painting technique is used, which combines the special texture effect of modern technology. It is both modern and traditional, emphasizing the harmonious relationship between heaven, man and heart in artistic conception, and achieving an art center. In the international poster art exhibition with the theme of "water", his poster work "Water Life Culture" takes the stylized graphics of national decoration as the background of the whole work. He put forward the idea of "truth, goodness and beauty". Truth, goodness and beauty are the most basic spirits in China traditional culture. Applying them to advertising design is a combination of traditional culture and modern design. The success of Jin Daiqiang's works is mainly due to the ingenious integration of traditional culture into modern art design, which makes the works have the charm of traditional culture and enhances the national appeal of the design works.

China's traditional culture has always been an indispensable source of inspiration for modern print advertising creativity, and with the increasing attention of countries around the world to traditional culture, it is bound to be more easily recognized by the audience by adding traditional cultural elements to advertising creativity. When our traditional culture is valued by the world, it will inevitably be impacted by foreign cultures. Only with an open and compatible attitude can we gain a foothold in the world civilization, absorb the world's excellent culture and advanced design concepts, integrate innovation and seek differences, inherit and carry forward our traditional culture in advertising creativity, and at the same time, in turn, polish advertising creativity and push China's print advertisements to the world stage.