Brief introduction of print advertisement

As far as its form is concerned, print advertising is only a way to convey information, and it is a medium between advertisers and audiences. The result is to achieve certain commercial and economic purposes. In countries with rapid economic development, advertising is indispensable. Of course, advertising, as a special product of modern human life, has different opinions, but we have to face up to the fact that people may receive advertising information at any time in their daily lives, and they will see advertisements everywhere when they open newspapers, turn on TV and surf the Internet. It can be said that it has penetrated into all aspects of our lives. People in modern cities are used to such a life.

Modern advertising has developed since the middle of19th century, with a history of one hundred years. After industrial revolution in europe, with the development of printing technology, rigid color separation printing technology of color slate and screen was widely used. The rapid development of economy has brought about the prosperity of the market, and people's demand for advertisements has also greatly increased, which has laid the foundation for the rise of modern advertisements. With the emergence of radio and television, the forms of advertisements are diversified and three-dimensional. Nowadays, advertising has matured in developed countries and has formed a complete system in theory and practice, which plays an important role in economic and political life. Faced with numerous advertising forms, a professional engaged in graphic design should have a basic understanding of advertising as a whole, so as to grasp the characteristics of different advertising forms and give full play to their respective advantages.

Generally speaking, advertisements can be divided into media advertisements and non-media advertisements. Media advertisements refer to advertisements that spread information through the media, such as TV advertisements, newspaper advertisements, radio advertisements and magazine advertisements. Non-media advertising refers to the forms of advertising media directly facing the audience, such as street sign advertising, plane poster advertising, point-of-purchase advertising in commercial environment, etc. Different advertising forms have different design requirements.

Graphic advertising design plays an important role in non-media advertising, and it is also a course that must be mastered in learning graphic design, both in form and content. The forms of expression can be varied, unlike painting, which is not limited by a certain media. Painting, photography, collage, I can use all kinds of forms, realism, freehand brushwork, abstraction, and various means have their own strengths. This is not because print advertising design has distinct personality, because advertising creation is a fashion art, and its works should reflect the trend of the times. Designers should keep professional sensitivity, absorb nutrition from different art forms, and create works that conform to popular aesthetics and the trend of the times. Advertising is also very extensive in content, ranging from national policies to a commodity, which can be the object of performance. The specific content can be political propaganda, environmental protection, culture and sports, film and television dramas, drinks and food, household appliances, tourism and so on. This list can be a lot, and it seems a bit complicated. I also try to divide the content into several categories, such as culture and commodities. In fact, when we face an advertising work, you will find that the content is not independent. For example, commodity advertisements can be advertised from the perspective of the environment. So there is no need to divide the content too clearly. If we put a specific content in a fixed range, it may limit our creative thinking. The reason for listing this way is to illustrate the scope of print advertising design, which pays attention to people's lives from different angles, which is why we say that it plays an important role in non-media advertising.

After a preliminary understanding of the nature, form and content of print advertisements, we should understand their basic creative laws. Generally speaking, print advertising creation includes two aspects, namely creativity and performance. Creativity refers to thinking ability, and performance refers to modeling ability. They are different in concept, but they are unified in the process of creation. There is a simple reason. Only one idea, no modeling ability. No matter how good the idea is, it is impossible to show it. On the other hand, without creativity and aesthetic consciousness, its idea is absurd and infeasible. In addition, it can't be called advertising design only by modeling ability and lack of creative thinking, because advertising has strong functionality, and its most basic function is to convey information. How to convey this information reflects the ability of creative thinking. Modern advertising is not only a simple informing function, but also a unique creative thinking and proper expression, which is the key to the success of advertising. Therefore, there are both differences and unity between them, and the cultivation of these two abilities is very professional.