Researching On The Value Of The Chinese Traditional Signs In Modern Commercial Design

Chinese traditional signs were an indispensable part of trade marks and propaganda in the business field in the ancient China. Their object and vivid models, natural and plain materials as well as complicated and delicate decorations constituted a kind of thriving business landscape of ancient society. In the meantime, they conveys the ancient Chinese superb business intelligence and craftsmen's exquisite skills which resulted in technology-oriented, symbolic and full of highly technology-aesthetic. Traditional signs have a large variety, such as goods signs, model signs, symbol signs, word signs and so on. To a certain extent, traditional signs were the production of business development, and their appearance had further stimulated the commercial development, which have becoming a pleasing compass that point to prosperous society and well-off people.In the developing and prosperous modern commercial society, traditional signs, a custom cultural heritage to urgently explore and protect, emerges at the custom commercial culture streets with their specific forms and symbolic characteristics even in some shop signboards of certain context in city. Some aim to rebuild their original appearance; others combine with modern photo-electricity and means of ads, then various kinds of commercial forms turn into being. In business society. This dissertation aims at the research on their creative context and technical crafts by the methods of Folklore, Semiotics and Anthropology, then exploring their cultural aesthetic value . Moreover, they would explore the existent significance of traditional signs based on expounding their business and social properties. In addition, this dissertation does a certain amount of research on their uses in the modern commercial design, and analyzes the practical values and spiritual values as a means to stimulate, spur and encourage our existing national cultural brand. And the author proposes some ways such as"portraying brand image","displaying cultural connotation","ensuring commercial trustworthiness"and so on, to promote our country's national cultural brand to return perfectly under globalization. What's more, in the tide of urban reform, researching and applying of the traditional signs could arouse the human's ability-consciousness of inheriting historical culture and the craving for portraying city's special brand, which make the development of the city could follow the orbit of history.