Comparative Study Of The Dominant Ideas Of Advertising Design In China And The United States In Later 20'th Century

The dominant ideas of advertising design in later of 20'th century experienced steps with differences and relations. To China, they developed from "communicate messages simply and actually centering on product","combine product and consuming psychology,pay attention to images and communicate messages ingeniously" to "make traditional and popular culture and consumer personalities as fundament, consummate images and communicate messages swift and precisely". And to the United States, they developed from "center on the connection between product and consuming demand, communicate messages with reason and thoroughly","emphasize on consuming psychology,mold characteristic images and communicate messages cleverly" to "combine social topic and consuming psychology,lay stress on brand connotation and personality and communicate messages ingeniously and multilaterally". Economical circumstances,propagation conditions and so on in China and the United States in later of 20'th century have important effect on the dominant ideas development. And the dominant ideas of advertising design in China and the United States in later of 20'th century have a few characteristics as follows: First, under the same economical circumstances, both focuses on the ideas are identity; Second, when propagation conditions are different while economical circumstances and culture are the same, the external form of advertisement will be different though its content would be on the converse; Then, the identical consuming demand which born from identical economical circumstances will facilitate designer accomplishments to become similar and most of dominant ideas may be coincide; Last, when culture circumstances are different while economical circumstances and propagation conditions are identical, the advertising design of both sides will be consistent in purpose and ways but be different in choosing standards on advertising topics. Finding out the regulations on the dominant ideas of advertising design in China and the United States in later 20'th century would be much important to lead advertising workers to set up correct design ideas and engage in practices.