The Elements of Chinese Traditional Culture Embodied in the Advertisement Design

DOI

10.2991/icsshe-18.2018.47How to use a DOI?

Keywords

Traditional culture, Advertising design, Analysis and research

Abstract

Commercial advertisement is the advertisement that has close connection with commodity, commercial activity, commercial category. This paper aims to solve the problem of the lack of traditional cultural features in modern commercial advertising. By analyzing the development of commercial advertisement, the author studies and discusses the characteristics of color and shape in the aesthetic implication of different elements in traditional culture. This paper analyzes the application of colors and shapes of different elements in traditional culture in modern advertisements, and expounds the influence they bring to modern advertisements.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Chen Yi
PY  - 2018/09
DA  - 2018/09
TI  - The Elements of Chinese Traditional Culture Embodied in the Advertisement Design
BT  - Proceedings of the 2018 4th International Conference on Social Science and Higher Education (ICSSHE 2018)
PB  - Atlantis Press
SP  - 195
EP  - 197
SN  - 2352-5398
UR  - https://doi.org/10.2991/icsshe-18.2018.47
DO  - 10.2991/icsshe-18.2018.47
ID  - Yi2018/09
ER  -