Summer is full of enthusiasm, and autumn not only follows the current season, but also conveys the joy of harvest to everyone. For example, after years of struggle, freshmen have finally entered the threshold of university gloriously, and winter gives people happy associations.
Exhibition in the form of ink painting, with the school's landmark buildings and landscape, can collect four pictures on a poster, but the choice of color will be difficult to grasp and prone to confusion. It is suggested that each painting be posted separately, such as four paintings placed at the school gate, placed in parallel, or placed in depth, so the effect may be better.
What is a public welfare poster? The aesthetic pursuit in China's traditional aesthetics exerts a subtle influence on the modern advertising poster design idea, which in turn affects the traditional national aesthetic concept. This paper discusses the embodiment of traditional aesthetics in modern advertising poster design. It is pointed out that as a foreign poster art, the works of China designers always reveal the subtle influence of traditional aesthetics. Analyzing these influences and affirming the positive factors will contribute to the development of poster art in Socialism with Chinese characteristics.
[Keywords:]: traditional aesthetics, modern advertising poster design impact
Advertising has a long history in China. Oral advertisements of spears and shields during the Warring States Period-high school, high school, high school, high school, high school, high school, high school, high school, high school, high school, high school, high school, high school, high school-all these can be regarded as embryonic forms of advertisements, and they are all examples of China's long advertising history. However, only in capitalist society can advertising really become a professional activity and play its great role. In this sense, China's poster advertising art can be said to be imported. Poster is a popular genre in advertising art, which is used to accomplish certain propaganda and agitation tasks, or to serve the purposes of reporting, advertising, persuasion and education. Posters used for public welfare or cultural propaganda in China are called public welfare or cultural posters or simply posters; Used in commodities, it is called commodity advertising poster or commodity poster. These are called advertising pictures in some foreign countries, or commodity advertisements, cultural advertisements, art advertisements and public service advertisements.
There is a common law in the emergence and development of advertisements in all countries of the world. Are produced with the production of commodities and developed with the progress of science and technology and social development. The innovation of communication means brought by scientific and technological progress has greatly promoted the development of advertising. If 1886' s multicolor printed layout painting appeared on the streets of Paris was the beginning of modern posters, then the appearance of China posters was marked by monthly advertisements and street signs appearing in coastal cities in the 1920s, 1930s and 40s. Although it has a certain semi-colonial color, they believe that the form that the masses like has penetrated into thousands of households. So it should be said that it is the development and beginning of poster advertising in China (1)p87. In 1950s and 1960s after the founding of the People's Republic of China, China's poster art was influenced by Soviet Union, Czech Republic and especially Polish posters to varying degrees. On the basis of the original, it improves the ideological and artistic quality. In the past two decades, with the reform and opening up, the country has opened to the outside world, and it has also borrowed poster art techniques from the United States, Japan, Europe and other western countries. It can be said that as a poster art, advertising designers in China have absorbed and used for reference the experiences and practices of many foreign counterparts.
Judging from the historical experience of China's cultural development, if a country or a nation wants to be in an invincible position, it must have the courage to absorb, inherit and blend. Whether the early Han culture in China was formed until it reached its peak, or the culture in the prosperous Tang Dynasty was influenced by the western regions and Indian cultures, it shows that only by bravely absorbing can it develop, and only by bravely inheriting and being good at blending can it finally become the master of its own culture. Poster art should be based in China and face the world. We should not only respect the uniqueness of national art, but also reflect the aesthetic psychology of the Chinese nation and the inner spiritual pursuit of modern people. In the design of poster art, we should also seek the roots and find the incomparable thinking advantage and unique style of other nationalities in our traditional culture. Art should always talk about internal continuity. The emergence and adaptation of an art form needs a specific historical and cultural background, including a nation's lifestyle, customs, ethics, aesthetic habits and so on. , constitutes a potential deep cultural structure, deeply locked in the national psychology and spirit, regulating and restricting the development of national culture and the intervention of foreign culture. Because of this, as a foreign poster art, traditional aesthetics always exerts a subtle influence on the works of China designers. Analyzing these influences and affirming the positive factors will contribute to the development of poster art in Socialism with Chinese characteristics. Below, it is analyzed from this angle.
First of all, the role of posters in conveying information and encouraging publicity affirms its special form. It is different from the oil painting or printmaking on the bookshelf. It requires being clear at a glance, concise and clear, so that people can see what they want to promote at a certain distance in an instant. In order to achieve this goal, posters often adopt a series of hypothetical techniques, highlight key points, delete minor details, details and even backgrounds, and can combine activities in different time and space in different proportions. And often use symbolism to stimulate people's association. Therefore, its conception should overload the reality, its composition should be summarized and concentrated, its image should be concise and exaggerated, and the things to be publicized should be highlighted with strong and bright colors, showing the internal relationship between things, giving the picture a wider meaning, and making people think of a broader life and feel new meaning in a limited picture. In these respects, China's traditional aesthetics can provide designers with a lot of nutrition.
For example, the concept of "one to ten", the less use of multi-purpose refinement, the simplicity of composition, the simplicity of painting, the close but impenetrable contrast, and the exaggerated image between similarity and dissimilarity are all precious wealth left by our ancestors.
, in China poster art design has been fully reflected. (4)p68 Jin Daiqiang, a famous Hong Kong graphic designer, has created a large number of cultural posters. In his view, there are three principles of beauty: first, meaning first, taking God in shape; Innovation links the past with the future, breaking the old and establishing the new; Flexible and practical, flexible and vivid. In fact, this emphasizes the philosophical thoughts of Laozi and Zhuangzi, and it is also the artistic conception of China's landscape painting. He advocated that the essence of China traditional culture should be integrated into the concept of western modern design. Many of his works, without exception, embody this idea. In his poster design "Freedom" series, China's ink painting technique is used, which combines the special mechanism effect of modern science and technology, and is modern without losing tradition. In the international water theme poster art exhibition, the graphic works of water-life-culture posters take the graphic images with strong national decoration style as the background of the whole works, and have been richly and appropriately blurred. The whole picture is artistically expressed in black and white, which forms a visual effect of opposition, coordination, conflict and integration between form and color, and constructs a modern graphic design work with visual impact under a specific cultural scene in China. The logo of the 2008 Olympic bid can be said to be a good example. The whole logo modeling does not directly borrow the traditional modeling, but uses China's unique freehand brushwork technique between similarity and dissimilarity, and appropriately conveys the two images of Chinese knot and athlete. This symbol not only embodies the unique aesthetic charm of China culture, but also has been recognized by the world.
As mentioned above, posters belong to instantaneous art. A good poster should not only be seen by people at first sight, but also make people fall in love at first sight, be attracted by it, look around and leave a deep impression. This requires the poster to have exquisite creativity. No art can explain everything, especially a special art form like poster. Under the limited time and space conditions, it can make people unforgettable and memorable, so it is necessary to win more with less. (3)p72 Of course, there are still audiences who want art to tell everything. Asking for multiple posters is as unrealistic as asking for multiple sculptures, comic strips and allegro. Using less and using more is a sign of artistic skills, especially poster art, which can only reproduce reality from one side of life rather than all sides. Any image is only a part of the whole. The important thing is whether we can summarize other parts. Posters often have close-ups of faces full of pictures, a pair of hands, a pair of eyes, an action and an expression. As long as we select the most representative phenomenon and highlight some of its characteristics, we can form a concise and good work. Although the composition is simple, it needs a certain and attractive artistic conception. In the artistic conception, the essence of objective things is dealt with centrally, so as to achieve the blending of scenes and scenes, which can affect people's feelings, experiences and associations. A scholar in Qing Dynasty said that a painting makes people think more than love. If a good poster can attract people, arouse people's association, arouse people's good wishes and express artistic conception, it must have means. We call it an artist. The word "craftsman" is derogatory in the minds of artists, such as craftsmanship. But there are also praises, such as ingenuity, which others didn't expect, and you thought of it. Artistry is a special means for artists to deal with objective things, and the level of handling means shows the level of the author's artistic achievements to a certain extent. Du Fu, a poet in the Tang Dynasty, said that you concentrate all your energy on a silk, and the language is not surprising and unsatisfactory, which shows that the artistic conception must be created with your heart. Specifically, artists refer to material selection (taking the essence first), tailoring (decontamination, keeping clear), exaggeration (emphasizing the characteristics of image), business place (composition), performance (choosing appropriate techniques) (5)p68, and all these are the main means for China poster designers to conceive.
China's traditional art pays attention to balance and internal rhythm, while China's seal cutting has a sparse and impenetrable so-called layout rule, which emphasizes the balance in change, which conforms to both the principle of scientific relativity and the law of artistic formal beauty. This unified, vivid, rhythmic and rhythmic aesthetic feeling is also very common in China's posters, such as movement, density, diversity and unity, subject-object echo, reality, vertical and horizontal, black-and-white contrast, overlap and interlacing. In addition, the ancient bronze decoration, stone relief, epigraphy, seal cutting, especially Chinese painting, skillfully used the ingenuity of white background. The bold black-and-white relationship between folk paper-cutting and orchid cloth, and the density of woodcut illustrations in Ming Dynasty, (2)p2 1 can all be confirmed in the composition of modern poster art.
Western traditional art is based on the concept of geometric space, starting with the simulation of life phenomena, thus expressing the author's creative thoughts. Aristotle, an ancient Greek philosopher, once pointed out that all kinds of art are imitations of the real world, which laid the representative theory of western traditional art (1)p24, while artists in China are selective and focused, and their artistic pursuit is to portray the gods as unlike and shapeless. They often express objects in Chinese paintings with nothing in the background. The traditional Peking Opera stage has only a simple table and a chair. The audience appreciates painting, mainly not what the artist painted, but what artistic techniques are used to express it. The emphasis of appreciation lies in pen and ink, composition, charm and artistic conception. Just as the audience appreciates traditional Beijing opera, they mainly appreciate the skills of actors and the kung fu of singing, reading, doing and playing. China's traditional art has broken through the one-sidedness of naturalism and formalism and created many standardized programs. These programs, which naturally come from life but have gone through numerous storms, are the essence of highly refined beauty and the formal beauty with content requirements (4)p68. Because of this, it has infinite vitality. With the requirements of the times, artists give it new vitality, which is often used and always new. This stylized treatment is often used in the decorative image processing of China posters, showing dazzling brilliance.
We have never asked China's traditional art to have a true description and realistic representation. No one accuses some landscape paintings of not conforming to the principle of focus perspective, and no one criticizes the stylized expression mode of China traditional opera, because we have a fixed concept of our own traditional art and understand the important value of abstract formal beauty in plastic arts. China traditional art pays attention to both form and spirit, generalization and deformation. Qi Baishi's shrimp painting took decades to get its essence, and there was a process of continuous generalization and deepening. Finally, he dared to abandon the minor part of the shrimp and highlight the main features, making the image of the mother shrimp more perfect and vivid. The beauty of painting put forward by Qi Baishi lies in similarity and dissimilarity, which is similar to what Shi Tao said: it is impossible to learn dharma, but dharma is supreme. Connecting with his works and practice, we can see that the dissimilarity advocated by him is only for the sake of similarity, but actually developed on the basis of similarity, which is by no means specious, but makes the image more general and makes use of the corresponding associative function of the viewer (4)p35. Look at some of our posters again, and we will look at them from similar and different angles. Judging from the simplicity and richness of images, many images are obviously not simple imitations of life, and some summarized images are obviously very different from materials, from complex to simple, from complex to concise, which must be admitted as a valuable progress. The charm of a work is not only conveyed by its vivid appearance. Sometimes the appreciator does not simply accept the propaganda, but explores, discovers and supplements it, so as to gain the pleasure of appreciation. It is precisely because of the exploration, discovery and creation of the appreciator that the theme of the work can have a far-reaching impact. This feature meets the requirements of poster art, and the graphic image design of Jin Daiqiang's gold, wood, water, fire and earth poster works also fully shows the spiritual characteristics of this culture and art, and haunts the strong spiritual aura of modernist design.
The color treatment of traditional art is mainly decorative color. Because of the characteristics of poster art, the role of decorative colors in painting is determined. Decorative color is subjective to some extent, which is also the deliberate pursuit of advertising pictures. It seems that the lack of meaning explains this relationship. Su Shi painted bamboo in the Song Dynasty, which was criticized. Do you have red bamboo? He asked: Is there any black bamboo? Since everyone is used to black bamboo, why not draw bamboo? This shows that the subjective imagination of color in traditional aesthetics is allowed and necessary. However, this kind of subjective imagination is not equal to subjective imagination. Decorative color also comes from life practice and needs to absorb nutrition from objective things. People often get inspiration from natural colors such as butterflies, neon lights and rosy clouds to create colorful decorative effects. The subjectivity of decorative colors makes some natural scenery associated and personalized. Different characters have different views on objective things because of their different personalities, experiences and emotions. Their feelings about some natural colors can be green, fat, red, thin, happy and green. As for the different feelings of color in ancient poets' works, such as sadness, smoke, green and coolness, both sadness, coldness and coolness show the psychological factors that color gives people a feeling. As early as the Song Dynasty, there was a saying (6)p24. These psychological factors and color associations are all formed in people's specific lives. We not only oppose the metaphysical assertion that a certain color represents a certain character, but also do not exclude the formation of certain associations in concrete life, which is the premise of using color symbols in traditional aesthetics. In traditional Chinese painting, lotus flowers are often painted red, and lotus leaves only draw dripping ink. Faced with these images, people will naturally think that the painted ink leaves are green. This is because the painter has adapted to the scientific law of the interrelation of natural phenomena and used the corresponding associative function of the appreciator. Similarly, draw a few swimming shrimps on a piece of white paper, and people will naturally associate a large blank with the endless water surface according to their own life experience. On posters, there are often such examples. A blue picture with several bright fireworks in the upper corner will naturally be accepted as a deep blue sky. It is also a blue background, and several white jib shadows are drawn. This blue color will be regarded as an endless ocean. Draw a pair of frolicking lambs on a piece of green paper, and this piece of green becomes a lush lawn. Because it is only a simple background color, it has more space and gives people more associations. This simplicity is illusory, but it is real. The imagination of the audience is abstract, but concrete. In this way, it is not only different in form, but also enriched in content because of some enlightenment and association. Spring breeze is green. Jiang Nanan, a green word, gives people rich and profound meanings. When the sun rises, the flowers in the river beat the fire. When spring comes, the river is as green as blue. Isn't the use of color symbols by ancient poets in China worth learning from in poster design?
What has been described above is only the influence of traditional aesthetics on modern poster art in China. These aesthetic views have a subtle influence on our modern design concept. Of course, we are constantly impacted by foreign cultural design concepts and benefit a lot from them. We believe that in this world-wide cultural exchange and competition, all the advantages of our nation will not be lost, but will only be carried forward.
How can this World War II poster be so popular? One day in 2000, when Mr Manley, owner of Bart Bookstore in Allenwick, Northumberland, northeast England, opened a box of old books, he was attracted by "a folded cardboard" at the bottom of the box. He opened it and found an old red poster with five words printed on it: "Keep calm and move on" and a crown on it.
Mr Manley doesn't know the source of this poster. He showed it to his wife. Both of them thought it was great and decided to post it in the bookstore. Many people want to buy this poster after seeing it, but they are all rejected by the masculine couple. As more and more people like it, the Manly couple decided to reprint it and sell it publicly.
The first batch of posters were printed in 500 copies and sold out quickly. On the eve of Christmas in 2005, a national newspaper included this poster in the Christmas gift recommendation list. The following period of time, the Manly couple ushered in a flood of orders, the phone kept ringing, and the bookstore website collapsed because of overload. All the shop assistants are busy packing, and an average of 3000 posters are sent out every week.
Mr. and Mrs. Manley thought that this poster would be the same as those perishable fashion items in the past, and people's novelty for it would soon pass. As a result, the development of things was completely unexpected. When Mr. and Mrs. Manley took to the streets, they found the application of this poster everywhere, such as T-shirts, mugs, badges and even street cartoon graffiti patterns. In a short time, this poster has become a popular culture in Europe, and has triggered a frenzy of imitation in the design field.
When Mr Manley realized that he had found a poster of "World War II" buried for many years, he felt very proud-although it was almost entirely due to his negligence, so a historical poster became an important part of contemporary culture.
The King's Speech
"KeepCalmAndCarryOn" was born in the darkest year in Europe. 1939, 1 In September, 2008, Germany launched a blitzkrieg against Poland, and the free world was in jeopardy under the fierce offensive of the Nazis. After a long ordeal, Britain and France were forced to declare war on Germany.
The film The King's Speech reproduces this process. On the day of declaring war on Germany, the stuttering king finally overcame his inner fear and delivered the most successful speech in his life: "I implore everyone to remain calm and firm and unite in the face of the test." The test is severe, and we will face a difficult day. War is not limited to the front. Only with justice can we act correctly. We sincerely pray to God here. As long as everyone has a firm belief, with the help of God, we will definitely win! "
Countless families waited in front of the radio, quietly listening to the king's voice. In the following time, Britain stubbornly resisted the great pressure of Dunkirk retreat, French fall and Nazi crazy air strikes until it finally won.
The war posters were made before the declaration of war on Germany. 1in April, 939, the British government officially began to make posters including "KeepCalmAndCarryOn". Was Arthur the then British Prime Minister? Neville? Chamberlain1June, 939, the poster design was completed. Their pictures are abstract and concise, and their language is powerful. This slogan was said in the tone of King George VI's speech at that time. In addition to the slogan, there is only a crown of the king of England, which is very visually attractive. In August, 1939, the designed poster was sent to the printing factory. As long as the war breaks out, they will stand up and carry out the mission of defending the country. There are three posters in this series, which were originally intended to be launched in turn according to the war situation.
The content of the first poster is "Your courage, your happiness and your determination will bring us victory", with a print run of 800,000 copies. It is posted on bulletin boards, building walls, railway stations, bus stops, London underground stations and shop windows.
The second poster is entitled "Freedom is at stake. Determined to defend it ",then published, with a print run of 400,000 copies.
The third poster is "KeepCalmAndCarryOn" discovered by Mr Manley by accident. Its printing volume far exceeds the sum of the first two posters, reaching 2.5 million copies. After posting, it is enough to cover every corner of Britain. There is no doubt that the British government intends to make this poster the most difficult and important task-according to the original production plan, it was prepared to be posted after the Nazi occupation of Britain, which is the worst plan made by the British government.
Poster-"Weapons on the Wall"
1940 may 10 Winston? Churchill was appointed Prime Minister of Britain at a crucial moment.
Facts have proved that Churchill, with a tough style, accomplished the inspiring task better than the war poster. His fiery personality and meticulous planning made the Nazis feel pressure and boosted the morale of the British people. After winning the British war quickly, Britain began to fight back against the Nazis. Of course, the poster "KeepCalmAndCarryOn" also failed to fulfill its mission.
The poster with the content of "Your courage, your cheerfulness and your determination will bring victory", that is, the first poster in the same series as "KeepCalmAndCarryOn", became the most widely known poster in Britain during World War II after being posted on a large scale.
Posters have appeared in ancient Egypt. Archaeologists found many surviving ancient murals on the walls and columns of ancient Egyptian ruins, and the producers used them to warn people what would happen. With the appearance of 1796 lithography, posters have officially entered the color era, but it is World War I and World War II that really make posters develop rapidly and popularize in an all-round way.
In such an all-out war, a large amount of money and personnel are invested in the war, and the warring countries have to raise a large amount of money and recruit soldiers to maintain the war. The poster named "Weapons on the Wall" has become the best propaganda carrier in this situation.
The cultural characteristics and historical traditions of various countries are reflected in their war posters. British posters mainly emphasize that the country needs more manpower and material resources to defeat the evil Nazis; German posters emphasize the determination to fight, the heroism of soldiers and the casualties of troops; French posters often emphasize French characteristics such as individualism, keenness, enthusiasm and wisdom. American posters are best at mocking opponents with humorous design style.
KeepCalmAndCarryOn is undoubtedly a war poster with British characteristics. For a long time, the British people have always been conservative, indifferent and firm, and their feelings are not easy to show. Even if there are sad things, they are rarely shown. At the same time, he is extremely patient and will not show anxiety under any circumstances. "KeepCalmAndCarryOn" embodies the perseverance of the British spirit in just five words. This attitude has helped the British make a glorious history and helped them through the most difficult years.
The greatest inspirational poster?
1September 2, 945, World War II ended and Europe entered a period of recovery. The useless posters of "KeepCalmAndCarryOn" were destroyed in large quantities, only a few survived, and most of them were collected by the British National Archives. In addition, there are two posters scattered among the people, one of which was bought by the Manly couple at Bart's Bookstore by accident, and the other was kept by a store (a British store specializing in collecting, copying and selling war posters).
When the order for the poster "KeepCalmAndCarryOn" flooded into the Bart Bookstore of Manly, the economic winter was bothering the British public, and it entered Europe in the 2 1 century, which ushered in the longest economic downturn since the establishment of the European Union. Many observers believe that this will lead to a global economic recession. In such a jittery situation, the role played by this poster is quietly changing. It is no longer a memorial poster or a war poster, but has successfully entered people's daily life and become the best sentence that resonates psychologically. It is not inflammatory, but it shows effective comfort to the people who are depressed because of the economic downturn.
In 2009, BBC, Guardian, new york Times and other media reported this poster. The BBC report used a question-and-answer title-"The greatest inspirational poster?" The BBC reporter believes that this poster, which was born during the war, has injected new comfort and strength into the peaceful but turbulent contemporary era; The Guardian reported that the popularity of this poster reflects the plight of people in their current lives.
People began to mention this poster frequently, and it was also widely used in public welfare undertakings to encourage cancer patients and vulnerable groups. In addition to the public, many celebrities are also fans of this poster. They posted it in the office, including David, creative director of the world-famous BBDO advertising company in North America. Vanity Fair publisher DavidLubars Edward? EdwardMenicheschi and many other business leaders and media tycoons. Lubas said: "This sentence gives people a very good feeling and can make people feel calm and comforted."
In 200 1 year, the Imperial War Museum was completed in Manchester. As a symbol of British spirit, this poster was posted in Churchill's office, but interestingly, Churchill's favorite war slogan was "KeepBuggeringOn" instead of "KeepCalmAndCarryOn".
In addition, "KeepCalmAndCarryOn" has appeared as a national symbol of Britain in the decorations of Downing Street 10, Buckingham Palace and various institutions, and also in the sexiest man in Britain-David? On Beckham's T-shirt.
People like this poster more and more because it is both classic and powerful. Designers pay tribute to the classics in their eyes by changing the background color, slogan and pattern of posters. "Stay calm and love the Beatles" is used to express love for the Beatles and music, and "KeepCalmAndHaveACupcake" is used in casual restaurants.
Without the background of war, KeepCalmAndCarryOn can still give people peace and strength. On the other hand, in terms of fashion trends and public aesthetic psychology, this poster just caught up with the bus of the new retro trend in the 2 1 century. Its overall style and tone, coupled with the special historical background, are undoubtedly very suitable to play one of the best spokespersons in the last century and become a popular symbol for retro lovers.