In print advertising design, the main function of words is to introduce the basic information of goods and ensure that people can intuitively understand the relevant information of goods by reading words. The following is a model essay of traditional culture and art in print advertising design shared by J.L. ..

Abstract: China culture has a long history of 5,000 years, which is extensive and profound. China traditional culture and art are indispensable elements in modern print advertising design. In the long historical process, the Chinese nation has formed many traditional cultures and arts, leaving us with precious spiritual wealth. In modern print advertising design, designers often apply traditional culture and art to their own advertising design, which can not only enhance the cultural taste of advertising, but also show traditional culture and art in a more novel form. This paper will analyze the content and characteristics of print advertising design and traditional culture and art, and discuss the application of traditional culture and art in modern print advertising design.

Keywords: print advertisement; Advertising design; Traditional culture and art

With the continuous development of market economy, today's enterprises have more forms of print advertisements in publicity, which can show their products to people in an artistic form and improve the efficiency of product publicity. As a country rich in artistic resources, China has accumulated a profound cultural and artistic foundation in its long-term development. Applying traditional culture and art to modern print advertising design can not only improve the artistic value of advertising, but also promote the inheritance and development of traditional culture and art. The organic compatibility between modern print advertising and traditional culture is the most perfect performance of print advertising, which can directly have an important impact on the artistic design of print advertising.

First, the content and characteristics of modern print advertising and traditional culture

Any excellent advertising design is inseparable from the perfect integration of national traditional culture, and traditional cultural elements are the soul of modern print advertising design. Advertising works are a form of artistic expression, and traditional culture is the fundamental foundation of modern print advertising artistic expression, which has a very important influence on advertising design.

1, the content of modern print advertising design

In recent years, the rapid development of economy has led to the rapid rise of advertising industry. As a new industry, it has completely surpassed the traditional industry and become an important part of the social and economic structure. In the advertising industry, print advertising has become one of the main forms of advertising with its unique visual communication ability, and the strong visual impact in design is its main feature. Images have unique advantages in information dissemination, which can quickly attract people's attention and accurately show the information that needs to be conveyed. In the process of print advertisement design, the most commonly used expression tool is image. In order to make the image express the information it wants to convey more accurately, the designer must make the image more visual when designing, so as to realize its own functions and show the information it contains. If visualization is not in place, it will affect the transmission of information and the expression of ideas.

2. Characteristics of traditional culture

Traditional culture aims at the inheritance of culture, emphasizing the origin of culture and the objective cultural heritage passed down. China's traditional culture is characterized by a long history. And it can be unified, original and inclusive. Traditional culture is an important wealth that the Chinese nation must inherit in the process of development. Traditional culture can play an important role in people's lives and promote the progress of the country and the nation. Traditional culture and human beings are interdependent. We can not only inherit traditional culture in social development, but also have various influences on traditional culture. It is the traditional culture that has changed the traditional state under the influence of modern culture and made it more characteristic of the times. In different periods of social development, people will create different cultures and arts according to the different characteristics of each period.

Second, the importance of the application of traditional culture and art in print advertising design.

1, can inherit and carry forward traditional culture and art.

Today, with the continuous progress of science and technology, people enjoy the convenience brought by advanced science and technology in their lives. In this fast-paced life, people's understanding of traditional culture is getting weaker and weaker, and even they no longer pay attention to it, which leads to the disappearance of some cultures and arts. Therefore, we need to protect these traditional cultures and arts. The application of traditional culture in print advertising design can reflect the artistic value of traditional culture, improve the artistic level of print advertising design, and at the same time make traditional culture and art inherit. At the same time, traditional culture and modern art are integrated into the design, and the traditional culture is modernized to adapt to the development of the times and rejuvenate.

2. Promote economic development

Since the reform and opening up, China has made great progress in economic development. In the process of rapid development, commodity economy has become the mainstream form of economic development, and all commercialization has gradually begun to be accepted by people. In the process of completing print advertising design, commodity information is generally disseminated to people through design. If this information is presented to people excessively, it will make people feel disgusted, even disgusted. Applying traditional culture and art to print advertising design will enrich the expression forms of design, make commodity information more acceptable, and will not arouse people's resentment, thus improving the publicity effect. This design method requires designers to have high cultural literacy, understand and skillfully use traditional culture and art, choose appropriate materials and forms of expression, and ensure that the design has some artistic value while completing the propaganda function.

3. Promote the development of modern advertising design.

At present, the competition in the advertising industry is very fierce. If an advertising designer or design team wants to occupy a place in the industry, it must rely on the creativity and quality of its own design to win people's attention. In order to complete this design, we should not only integrate traditional culture and art into the design, but also change the expression of traditional culture to ensure that the design conforms to modern aesthetic standards. Therefore, the designers of print advertisements must be clear about the meaning of traditional culture, so as to make the combination of the two more harmonious. In addition, the use of this way for print advertising design will promote the development of modern print advertising design.

Third, the application of traditional culture and art in modern print advertising.

China traditional culture has the characteristics of changeable styles, diverse types and profound connotations, and most of them can be used in print advertising design. The application of these cultures and arts can improve the artistic value of design and enhance the publicity effect. In modern print advertising, the main body of design consists of three links: text, graphics and color. In the design of these three links, traditional culture can provide rich materials, improve the artistic value of design and enhance the advertising effect.

1, the application of traditional culture and art in print advertising text design

In print advertising design, the main function of words is to introduce the basic information of goods and ensure that people can intuitively understand the relevant information of goods by reading words. At the same time, product packaging is also a kind of print advertisement, which can not only protect goods, but also play the role of advertising. On the packaging of some commodities with certain historical traditions, such as liquor with a long history and well-known traditional foods, the names of commodities can be written in traditional calligraphy to show their long history and traditions. At the same time, the corporate logo in print advertisements represents the image of the whole enterprise. In these signs, words have become a symbol, symbolizing the culture and spirit of enterprises. The application of seal cutting font in enterprise logo can not only show the spirit of the enterprise, but also show its characteristics.

2. The application of traditional culture and art in print advertising design.

Pattern is one of the main manifestations of traditional culture. Using traditional cultural patterns in the graphic part of modern print advertisements can reflect higher design artistic value. When applying traditional patterns in design, we must master the meaning of patterns and design excellent works through novel creativity. This design can reflect the connotation of traditional culture and art, and requires designers to have certain cultural literacy, understand the essence of traditional culture and art, and give play to their own advantages in design. For example, the most representative pattern of the Chinese nation is the dragon pattern, and the shape of the dragon can be varied. Designers can use dragon patterns to form multiple letters or radicals of men. Applying this model to the design of print advertisements can make advertisements have strong symbolic significance and reflect the quality and feelings of products. In addition, there are many traditional patterns suitable for modern print advertisements in China, such as auspicious clouds, fish patterns, wishful thinking and Chinese knots. Applying these patterns to print advertisements can also improve the artistic level of advertising design.

3. The application of traditional culture and art in color design of print advertisements.

In our traditional culture, different colors can express different meanings. In modern print advertising design, we can make use of this feature to make a reasonable combination of colors, which not only shows different visual effects, but also increases the different significance of design. Red is the color that best represents China. Therefore, when promoting products with China characteristics, the main color of print advertisements is usually red. This design method uses national representative colors in advertisements, which not only improves the recognition of products, but also attracts people's attention quickly. Appropriate collocation of bright colors can improve the publicity effect of advertisements.

Four. Concluding remarks

In today's global economic integration, advertising has become an indispensable part of people's daily life. Whether on the street or in the city square, various forms of advertising design enrich every corner of the city. Modern print advertising has developed rapidly and has become a beautiful landscape of the city. The application of traditional culture and art in modern print advertising design can not only promote the inheritance and development of traditional culture and art in China, but also improve the artistic value of advertising design and enhance the publicity effect.

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