The Study of the Application in Chinese Painting Elements in the Modern Advertising Design

The design of contemporary China is facing nationalization and internationalization of theintegration test. In the modern graphic design, from the national tradition art, I hope to finda design ideas more suitable for the image of local products and marketing to inject morenational cultural meanings into the advertising design with the purpose of making advertisingmore effective and lasting longer. In this paper, the origins and the development ofadvertising and Chinese painting are explored in both directions to try to find historical linksbetween them. Chinese painting is extensive and profound Chinese art treasures. If combinedwith modern advertising design properly, it will surely enhance it’s design level.The point, line and surface of Chinese painting, and the constituent elements of poetry,calligraphy, painting, printing are much alike graphic design elements; composition methodsin Chinese painting cares more about setting and maneuver, which pays more attention toartistic and momentum organization on the basis of a reasonable arrangement of the visionimage, so that the vision has a visual tension that takes away people, from which the graphicdesign should also learn to make the design more prominent; Chinese painting colorsexperience red and black, green and blue, brown,water and ink, but today they are stillblossoming, showing the artistic charm of Chinese traditional culture. The colors of thegraphic design play a part in expressing themes and highlighting the role of brand personality,which are an important part of the design, so, to design successful advertising works with thecharacteristics of a national style, we must refine and applied the colors.Of course, the application of Chinese elements in modern advertising design must be underthe guide of advertising creativity and based on a deep understanding of Chinese culture.Only appropriate application can complement each other, achieving the purpose ofadvertising and at the same time highlighting the unique artistic charm of Chinese painting.