The same theme, the same meaning, different people will express it in different ways, and their starting points will not be the same. It is particularly important to choose a good starting point when designing public welfare posters. For example, we can design a public service poster to promote compliance with traffic regulations and be creative about the consequences of never obeying them. We can describe the tragic scene of traffic accidents, so as to shock the audience, and we can also cut into the grief brought to our families by not obeying traffic laws, and we can also describe the warmth and beauty of life, so as to remind people to cherish life.
2. The design of public welfare posters speaks with graphics.
Graphic language is the best communication language for public welfare posters. It is different from written language and audio language, and has absolute advantages over the other two languages. First of all, graphic language is easy to express the designer's intention and is easy to be remembered by the audience. Secondly, graphic language can express complex emotions and meanings with simple graphics, and can lead to more thinking. Thirdly, graphic language is a borderless language, and its meaning can be understood regardless of the education level and language of the audience.
3. The design of public welfare posters should fully consider the nationality and timeliness of public welfare posters.
As a special mass media, public welfare posters should fully consider the problems of national culture. Although the concept of "national is the world's" is not novel, it is really worth thinking about. In recent years, a large number of works with "Chinese style" have appeared in the literary and art circles, which just confirms this view, so I won't go into details here.
On how to design public welfare posters, Bian Xiao is here to share with you. If you are interested in web design and website design,
Graphics processing
I hope this article can help you. If you want to know more about the materials and skills of graphic design, you can click on other articles on this site to learn.
What are the connotations and manifestations of urgently needed public welfare posters? Cultural characteristics contained in public welfare posters
This paper analyzes the design concept, style and unique artistic charm conveyed by graphic public welfare poster art in the information age, expresses its cultural characteristics, and expounds that public welfare poster art has a distinct cultural public welfare theme, which is expressed in the form of serialization, localization and symbolization, and becomes a media representative reflecting the culture of the times and advanced culture.
Keywords: understanding the cultural characteristics of public welfare posters in the information age
In the information age, when graphic language has become the main way of communication, we have entered the new century of design culture. The integration of design and culture constructs the cultural life form of diversified design, which permeates the design concept, thinking, style and aesthetics with unique cultural values.
Poster art (that is, poster advertisement, English translation: poster
Advertising) has a history of more than 100 years and is an outdoor print advertisement posted in public places. Mainly divided into commercial posters and social welfare posters. Although with the advent of the information age, poster art is facing the impact from newspapers, magazines, television and other media, the innovative public welfare poster art still occupies an important position in advertising media because of its high cultural content and unique artistic charm in visual expression. However, commercial posters aiming at pure economic benefits can not get rid of fierce market competition and economic manipulation, and pay too much attention to the commercial value of the material level, thus ignoring the cultural value and artistic value of the spiritual level, and it is difficult to gain long-term vitality. In today's information age, many enterprises regard public service posters as a media window to shape their own image, so the operation of commercial posters pays more attention to culture and artistry to shorten the cultural gap with public service posters. It can be seen that in this diversified design field, public welfare posters in the information age provide designers with unlimited creative space, and at the same time become the disseminators of modern design culture and ideas. Under the theme of effectively conveying human spiritual culture, they inject cultural ideas into extraordinary creativity with magical visual symbols, let design talk with the soul, convey the visual semantics and vitality of design culture, and become media representatives reflecting the culture of the times and advanced culture.
Public welfare theme reflecting the cultural concept of the times
With the increasing integration of international economy, the great changes of communication space, and the exchange and interaction of art and culture, people increasingly need the satisfaction of various emotions in the spiritual world. As a media of information dissemination, poster art collides with people's life and spiritual fields with graphic language and theme design injected with cultural ideas, and becomes one of the most spiritually saturated media.
The concept of culture has long been integrated into all human activities, running through human material space and spiritual space. In Ci Hai, the word culture refers to the sum of material wealth and spiritual wealth created by human society in historical practice. In a narrow sense, it refers to social ideology, as well as corresponding systems and organizations. "Visible, culture is a kind of accumulation, is a process of creation. Ideas, values and humanistic spirit are the most basic elements of culture. Different times will convey unique cultural views. The advanced design concepts, design ideas and design techniques embodied in the process of modern civilization all contain the creative spirit of modern culture. As a plane public welfare poster in modern art design, it reflects the ideology formed by the values, morality, aesthetics and outlook on life in the deep structure of human spirit, guides the group behavior mode, promotes the new concept of the times, and triggers the public awareness and public welfare behavior. This kind of artistic work that meets people's spiritual needs must be endowed with profound cultural characteristics. " Theme is an idea and the basic element of all works of art "[1] The theme of spreading clear ideas and thoughts is the core and soul of the design process of public welfare posters, which itself contains profound cultural connotations and philosophies. Almost every year, international and domestic advertising design authorities launch different poster design competitions on social welfare themes from a cultural perspective, so that designers can explain the eternal topics of people, people and society, people and nature with visual language from multiple angles and directions under the limitation of themes, and show traditional virtues, ethics and social care. Theme posters with rich and distinctive connotations spread spiritual civilization, guide public opinion, lead public thoughts and behaviors, and promote the rapid development of social welfare undertakings. For example, since 1996, the annual public service advertising design competition jointly sponsored by China Advertising Association and China Administration for Industry and Commerce has launched the theme design of "Good Fashion in China" to promote the excellent traditional virtues of the nation, and successively launched the themes of "Winning glory", "Fighting floods", "Returning to Macao" and "Setting up a new fashion and stepping into the new century", which embodies the cultural subject spirit of the times and exerts it subtly. To sum up, the themes of public welfare posters that reflect the main theme of the times culture are usually divided into the following categories:
(A) the theme of environmental protection in human society
While pursuing the rapid development of material economy, human beings ignore the protection of human living space, and the unlimited development of limited resources and environment makes the earth increasingly face crisis, and environmental protection has become the most concerned issue in the world. Therefore, "protecting nature, protecting the environment, protecting wild animals, saving land resources, saving water resources, preventing water pollution, air pollution and noise pollution" has become the theme of public welfare posters, so as to convey the good wishes of human beings to live in harmony with nature.
(2) Taking human life and health as the theme.
Cherish life, respect the value of life and choose a healthy and safe life, which is the most basic desire of human beings and the concern of society. Therefore, topics related to the value of life, such as "rejecting drugs, cherishing life, banning smoking and alcohol, traffic safety, sanitation and epidemic prevention", are more affinity and shocking.
(3) Taking the promotion of new social customs and virtues as the theme.
Society is a big family. It is the call of the times to carry forward the fine traditions and virtues inherited by the Chinese nation for thousands of years, arouse people's awareness of public morality and build new social trends. The theme of "family harmony, respect for the elderly and love for the young, affection and friendship, law-abiding, mutual assistance and friendship, protecting the legitimate rights and interests of women and children, and curbing domestic violence and suicide" has long been the propaganda theme of public welfare posters.
(4) Taking the revitalization of education and scientific and technological development as the theme.
Education and science and technology are the foundation of national economic development and the foundation of national prosperity. Education determines the quality of the people, and science and technology drive the rapid development of the economy. "Project Hope, the problem of reducing the burden on children and students who are out of school, the re-employment project, respecting intellectual property rights and cracking down on piracy" have become the scientific and educational themes of public welfare posters.
(5) Taking improving the quality of the population as the theme.
With the development of human society, on the one hand, high-tech market economy needs high-quality talents, on the other hand, the relationship between human beings and the earth is becoming increasingly tense, and the houses on the earth can't bear unlimited population density. "Population control, family planning, population aging and high-quality talents" has become the theme of reflection.
(6) Carry forward the theme of national culture and patriotism.
National culture and art are the treasures of human culture, and it is the social responsibility of mass media to carry forward traditional culture and art. All the themes of promoting national prosperity and peaceful reunification are the themes of public welfare posters.
(seven) the dissemination of the concept of the times, the theme culture.
Stepping into the information age breeds new culture, new ideas and new thinking, keeps pace with the times, and everything needs communication. This poster theme that releases cultural concepts will make people have deeper thinking and pursuit for the future.
Cultural expression in pursuit of theme serialization
The industry competition brought by high-speed informatization has promoted the rapid development of media. Consumers are overwhelmed by messy media advertisements, and people surrounded by information are in a state of audio-visual numbness. The way of receiving information is becoming more and more personalized, and the rate of information-induced forgetting is high. The advertising media in the information age will face new challenges and opportunities. As a kind of print media, the public service poster can not only pursue cultural taste, but also improve the audience's visual attention rate and information acceptance rate, relying on static images on square inch paper? In recent years, the large-scale visual advantage formed by the theme serial appeal of public welfare posters can make the theme express in depth at multiple levels and angles, which not only improves the communication intensity, but also makes the theme guidance and persuasion function more affinity, strengthens the concept and enriches the visual expression. This cultural expression, which pursues the serialization of sub-themes under the command of the central theme, deeply ponders and extends the connotation, which embodies another cultural feature of public welfare posters in the information age.
(a series of sub-themes with concentrated thoughts.
Any work should convey the theme and reflect creativity. The series of sub-themes subordinate to the central theme must clearly express the ideological core of the poster theme, that is, the ideas conveyed must be concentrated, concise and clear, giving people a clear concept. In this way, a series of sub-themes with the same idea form a solid ideological fortress, and the powerful visual lineup and theme offensive formed from it can deepen the understanding of the theme and enhance the memory of the viewer.
(B) the unique expression of multiple perspectives
After defining the ideological core of the central theme, the expression of serial sub-themes must cut into the theme from a novel and unique perspective, and create a group of node sub-themes with unique insights, so as to expand their expression methods and fully expand their imaginative thinking, or explore new ideas from macro perspective, social value perspective, personal concept perspective and harm perspective. Or use rhetorical devices such as metaphor, reasoning, analogy and hypothesis in literature to inspire innovative thinking and seek the most innovative, connotative and wonderful sub-themes of unified language structure. These sub-themes will be the basic orientation of theme concept and picture effect creation expressed in creative design, which is the internal lifeline of forming a series of styles. Multi-level and different angles of interpretation will highlight the information intensity of the theme and let the public accept ideas and information in the information transmission of the same cultural concept. This unique serial style of theme embodies the personality charm of the works.
(C) reveal the profound connotation of the theme
A design work, especially a design work that spreads ideas, is certainly not a masterpiece if it can't dig out exciting ideological connotations. In fact, the public welfare poster with deep thinking power comes from the designer's careful understanding of ordinary life and his philosophical thinking about ideas, values, aesthetics and creation brought by life. This is not only a topic that can arouse the audience's emotional sensation, but also a profound philosophy indirectly implied by different expression methods, thus giving people more cultural enlightenment.
In the cultural expression of serialization, the sub-themes developed from the central theme pay attention to the concentration of ideas, the uniqueness of expression and the profundity of connotation, especially grasping the visual unity style of serialization. The application of seriation style in the theme creation of public welfare posters has its value effect, which not only makes the theme sound emotionally in repetition, but also makes all information elements get complete visual perception, that is, on the one hand, the theme idea is completely unified: the sub-theme idea derived from the central theme must obey the theme idea; On the other hand, it is the complete unity of the constituent elements: the internal unity of the language style of words, the internal unity of the main image of advertising pictures, the internal unity of the overall layout design style of advertisements and so on. For example, Kevin·Z's poster design, which embodies the annual theme of "environmental protection", adopts a series of creative styles, namely "environmental protection of gold" and "environmental protection of wood".
"environmental protection of water" and "environmental protection of fire",
Environmental Protection of the Earth conveys the concept of environmental protection for the sub-theme, especially the powerful visual shock formed by Chinese characters with the same style and different layout styles, which left a deep impression on people.
Design concept of injecting local culture
The famous German designer Hogg? Matisse once emphasized: "The design of any country must reflect the root of the country, and this root is its own culture." [2] Every nation has its own splendid culture and loves its own local culture, which is the source of cultural characteristics excavated by designers. In the information age, although the design of public welfare posters attaches great importance to the integration and mutual promotion of design concepts and design techniques with international advertising media, and realizes the development of * * *, as a social and cultural design, it inherits thousands of years of splendid traditional culture and needs the nourishment of local culture to develop. Injecting local culture into poster design is essentially a re-understanding of traditional culture, enriching one's own personality language by absorbing the essence of national culture, and seeking personalized creative expression in the * * * essence of modern design. This creativity of injecting traditional cultural elements into modern design concepts embodies another cultural feature of public welfare poster design in the information age.
China is an ancient oriental civilization with rich national culture and spirit. Traditional culture and art show infinite aesthetic connotation, and traditional painting art (such as traditional meticulous painting, ink painting, mural painting, etc. ) embodies the artistic spirit of verve and ethereal. Folk customs and unique artistic charm reflected by folk art works (such as paper-cutting, lacquer painting, New Year pictures, dyeing and weaving, etc.). ) contains the complex of national culture and becomes an inexhaustible cultural resource for modern design. Conceptual thinking and personalized expression are the pursuit of innovative design of public welfare posters. Traditional cultural resources and image elements have been deeply excavated and skillfully absorbed and applied to modern design, thus embodying the personalized design of China cultural connotation. Jin Daiqiang, a famous Hong Kong designer, is a model of modern designers in China. Tan Zhicheng, former chief curator of the Hong Kong Museum of Art, said, "Jin Daiqiang is good at modern ink painting. He combined China traditional painting with western design concepts and opened up a new realm for landscape painting. " [3] His cultural public welfare poster design works, such as element timing poster series, ink painting age, Chinese character poster series, Hong Kong New Design Fifteen People Exhibition, and nature care series, are all saturated with the connotation of China culture. His works pay attention to integrating the brushwork and charm of traditional painting into modern design language, thus forming a unique "golden" style, which is unique in the international design community. Since 199 1, "Taiwan Province Impression Poster Design Association" has taken "loving Taiwan Province Province, attaching importance to culture and caring for design" as its ideological core, and successively launched annual theme poster designs to reflect the splendid national culture and spirit of the times in China, such as "Tanwan, Taiwan Province Province" series posters created by Lin Pansong; You have good weather in Long Ming and pray for peace; A series of poster designs of longevity, longevity, great love and longevity created by Cheng Xiangru; Jin Daiqiang's "Communication" series theme design, etc. From the works created by these annual theme posters, we can see that China's traditional culture and visual elements are combined with modern design concepts, and they have been applied incisively and vividly in the design, which makes people feel the profound connotation, spirit of the times and unique artistic charm embodied in the creative design of public welfare posters.
Symbolic graphics conveying the direction of cultural concepts
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.
Symbol is a highly conceptual pointing image with rich cultural connotation. As a mass media, the art of public welfare posters creatively uses novel and wonderful symbols and graphics to express cultural concepts, and pays attention to the in-depth expansion of theme connotation, that is, relying on images to express the symbolic meaning of objects and expressing them through colorful artistic techniques, thus embodying a concise visual symbol form with rich information connotation and giving a clear meaning direction.
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. "[4] With the development of science and technology, the concept of graphics has been continuously extended, from the graphics made by traditional manual skills to the graphics deduced by modern scientific and technological means such as photography and computers, all of which 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." (5) Symbolized graphic design is mainly based on associative thinking, relying on the designer's transcendental imagination, and realizing creativity through image similarity of objects and symbolic orientation 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.
Facing the era of "information technology is popularized all over the world", the cultural connotation of public welfare poster art will continue to expand, and its cultural characteristics will become more prominent. The design of Cg animation has created unprecedented high-precision, high-efficiency and rich brand-new visual expression effects, and provided unimaginable creative space and rich artistic expression forms for public welfare poster designers, which has become a new working standard and promoted the art of public welfare posters to a broader prospect.
Knowledge and understanding of public service poster design A. What is public service advertisement?
What is a public service advertisement? Let's look at an example first. CNN broadcast an advertisement: two young children are playing intimately together, and the following words are Israeli and Palestinian respectively; Then there are several groups of children from Bosnia and Serbia, children from Iraq and Kuwait, and then the subtitles are printed: Stop the war, for the children. Signature: United Nations Children's Fund. This is a typical public service advertisement. Advertisements like this do not create economic benefits by charging commercial publicity fees, but "sell" some ideas and concepts for free to convey some civilized moral concepts to the public, so as to improve their civilization and obtain good social benefits. This is public service advertising. Public service advertising is to create an atmosphere and momentum, that is, a certain social atmosphere. In a sense, the level of public service advertising in a city, a region and a country is an important symbol of the cultural and moral level and social atmosphere of the people in this city, this region and this country. There are two main functions of public service advertisements: one is to spread social civilization and promote moral fashion; Second, enterprises establish their own good social image and consolidate their brand image through it. First of all, let's first understand what is public service advertising, that is, the concept of public service advertising.
So, what is public welfare? Public welfare can be understood as public interest.
Public service advertisement is to call the public to pay attention to a social problem through the transmission of a certain concept, regulate their behavior with the criteria in line with public interests, and support or advocate a certain social cause or social fashion.
The sponsors of public service advertisements invest time and financial resources to convey ideas or opinions beneficial to the public interest through mass media.
In the United States, public service advertising aims to enhance the general public's understanding of outstanding social problems, influence their views and attitudes towards these problems, change their behaviors and practices, and thus promote the solution or alleviation of social problems. Among them, one kind is public service advertisement, that is, all kinds of advertisements issued by social organizations such as Greenpeace and Animal Protection Association, aiming at the social problems they care about. The other is OpinionAdvertising, which refers to the attitude of enterprise groups towards various social phenomena. This is an extension of corporate image advertising, showing corporate personality in society.
In Japan, public service advertisements are called public advertisements, which are defined by Dentsu Advertising Dictionary as "advertisements in which enterprises or groups express their functions and responsibilities to the society, show that they ask and participate in how to solve social and environmental problems, and clarify this intention to consumers." Similar to American opinion advertisements, the purpose is to shape the public relations image of the enterprise itself among the public.
B. Characteristics of public service advertisements
Let's further analyze the public service advertisement.
It probably has the following characteristics:
(1) Non-profit. Public service advertising aims at the harmonious development between man and society, man and nature, and aims at social protection and improving group literacy to promote social development. Pay attention to social benefits. Compared with commercial advertisements aimed at profit, public service advertisements are non-profit. Any unit or individual engaged in public service advertising, his ultimate goal is public welfare, not profit.
One thing to note is that not taking profit as the purpose does not mean that engaging in public service advertising is a loss, but should be flat or profitable. Only units or individuals engaged in public service advertisements may not distribute surplus between owners and managers, and must be used to improve the quality and quantity of public service advertisements.
(2) Conceptual. Public service advertisements appeal to ideas, and with the help of the spread of some ideas, they urge the public to enlighten, introspect and pay attention to a certain social problem, and regulate and practice their behaviors with social behaviors in line with public morality, so as to form a good social fashion or support a certain social cause. It spreads the idea of spiritual form, not the commodity of material form.
(3) the universality of the audience. Public service advertisements are aimed at the public. This shows that public service advertisements are different from commercial advertisements. Not for the product image and popularity of an enterprise, but for the interests of the public and their immediate interests. The creator creates enlightenment from the perspective of the public, not for a special group. Public service advertisements aim at the characteristics and mentality of the public, reflect their wishes and voices, and reflect social problems that the public generally cares about. Public service advertisements expect as much public attention as possible, and the wider the audience, the better.
(4) the consciousness of altruism. The motivation of making public service advertisements is a high sense of social responsibility. The public can perceive the enterprising spirit of the public who pays for the public service advertisement. The cost of public service advertising is borne by the advertiser voluntarily, and the advertiser has full autonomy to decide whether to participate in public service advertising. Public service advertisements embody the spirit of altruism. It is related to the selfless dedication of helping others, is the embodiment of human virtues such as compassion, love and responsibility, and is a sign that social ethics is moving towards harmony and personal wisdom is maturing. The society should encourage and support those individuals or groups that voluntarily fund public service advertisements.
C. the role of public service advertisements
So, what is the function of the so-called public service advertisement? Let's take a look at the role of public service advertisements.
The functions of public service advertisements are as follows:
The media is actually a propaganda tool, which teaches people various values and codes of conduct, guides people to accept new lifestyles, and integrates people into the social system created by the media. In the process of "creating identity", public service advertisement is the most realistic, direct and effective way.
For a long time, public service advertisements have been regarded as one of the means to solve different social problems and urge the public to cooperate with the social change movement with correct concepts and behaviors. It is a powerful tool for social marketing. The word "social marketing" first appeared in 197 1, when the principles and skills of marketing were used to advocate a social movement, idea or behavior. Since then, the meaning of this term has gradually evolved into the science of social change management, especially the design, implementation and control of change movements in order to improve the acceptance of a certain social concept or practice among one or several target recipients. In social marketing, public service advertisements in the United States and Japan have played a significant role in achieving the purpose of social marketing, that is, changing harmful concepts and behaviors, or accepting new ones, raising national awareness and helping to solve social problems.
Therefore, public service advertising is of great significance to our society.
Because public service advertising is advertising, we should use all advertising art means. Strengthen the theme, let the concept of public service advertising spread touch the soul, and sublimate it into a value concept among the public. Become a kind of outlook on life and values, and turn spontaneous one-off behavior into conscious lifelong behavior. Through the spread of public service advertisements, problems can be completely solved from the depths of people's hearts. The ultimate goal of public service advertising is to involve every member of society.