Communication culture of public welfare posters

With the extensive penetration of information technology in the field of communication media, the graphic design form of public service posters has also entered the international trend with modern advertising activities, and has gradually become a graphic language with cognitive basis beyond national boundaries. In order to meet the cultural needs of design in the information dissemination era and gain more attention in the fierce media competition, conveying the symbols and graphics pointed by cultural ideas has become another remarkable cultural feature of public welfare poster art in the information age. The word "graphics" refers to those graphic works with advertising nature, with visual symbols aimed at explaining a certain concept. In short, it is obviously different from works of art in nature and significance. With the development of science and technology, the concept of graphics has been continuously extended, from the graphics made by traditional manual techniques to the graphics interpreted by modern scientific and technological means such as photography and computer, which all contain symbolic meanings of different cultural concepts, thus forming a rich graphic vocabulary and becoming the main carrier of projecting information in media communication. "The so-called' design' is to turn these advantages of visual language into powerful launching power and into an effect that the audience has to accept." Symbolic graphic design is mainly based on associative thinking, relying on the designer's transcendental imagination, and realizing creativity through the image similarity of objects and the symbolic direction of graphics. In the design of public welfare posters, image elements and text elements constitute the structural basis of graphic symbols. Designers should imagine the image elements and text elements in the design from an artistic point of view. After understanding and analyzing the design theme, they should try to find the image that can best reveal the profound cultural connotation of the theme, and then use various artistic expression methods: or use painting and photography to express the real image; Or use contrast, exaggeration, association, looming, spatial sense and other diverse expressions to shape the theme artistic conception; Or use the symbolic technique of written language to interpret the theme of the work. , and strive to obtain a symbolic, more graphical, new form of text visual communication, that is, symbolic graphics. At the same time, this communication must be based on conciseness and readability. In fact, many objects in our life have rich cultural connotations and symbolic meanings, which can be transformed into symbolic graphics, such as tea sets, gongshan, pens, inkstones, mice, nails, sign language, etc., which can reflect different cultural concept orientations in designers' creativity. From the public welfare poster works of many outstanding designers, we can easily understand the artistic charm and cultural concept orientation conveyed by symbolic graphic forms. For example, a poster created by a Polish designer for the Warsaw Prohibition Association uses a typical symbolic figure with the theme of opposing alcoholism. The whole picture has no words, only a bottle shape wrapped with a rope, with a black background. Simple visual form conveys profound visual semantics. This bottle shape twisted together with a rope embodies the image similarity of the subject object, that is, the visualization of the concept of alcoholism. The black background and twisted noose give people a feeling of death and despair, which is a symbol of the concept of injury. The work conveys these two concepts so skillfully with graphic symbols, thus revealing the harmful theme of alcoholism. Therefore, the mining of visual symbol elements can be found from the following aspects: (1) In the process of analyzing the theme, deep association is carried out, thus leading to a variety of visual images related to the theme, and finally seeking the most representative image. (2) In the process of theme analysis, starting from the concept, we seek "homogeneous and heterogeneous" images with the same meaning and connotation. (3) In the process of theme analysis, we can get unique visual language from accidental forms. It can be seen that the symbols and graphics in public welfare posters contain very rich cultural connotations.