Inheritance And Innovation Of Traditional Chinese "Fu" Culture In Modern Graphic Designs

In recent years, with the continuous enhancement of China’s economicsoft power, Chinese designs have become well-known in the world designcircles. More and more native designers began to pay more attention toexploring the origin of traditional culture and absorbing nourishment from itin order to inherit traditional Chinese civilization. An important task that thedesigners are now facing is how to provide inspiration and creation materialsfor modern diversified graphic design by using traditional culture, which isalso the question to be solved in this dissertation.Traditional Chinese “fu” culture is an important component and the endresult of Chinese culture. The profound cultural connotation and diversifiedmanifestations of traditional Chinese culture present infinite possibilities for“fu” culture being utilized in modern graphic designs. Up to now, the designand study on “fu” culture have been mainly concentrated on the explanationand introduction of its history, tales and folk-customs, etc. What has beendone was just simple imitation of “fu” culture and did not combinecharacteristics of the times from its nature and connotation. Therefore, it isdifficult to find out the true origin of “fu” culture.In this dissertation, the author finds out the ways that “fu” cultureinfluences Chinese psychology after carefully studying traditional Chinese“fu” culture. By utilizing these influences, this dissertation tries to betterreflect the “fu” culture of modern people in modern graphic designs. Thisdissertation mainly interprets the inheritance and innovation of traditionalChinese “fu” culture in modern graphic designs, which is analyzed anddemonstrated from the following three perspectives: express the idea of themulti-meaning and multi-interpretation of the “fu” character; utilize the formof the “fu” character on the basis of inheritance and re-creation; and conveythe sprit by building and exhibiting the “fu” customs. What states above provides important mental preparation and theoretical support for theapplication of “fu” culture in the graduation design, in which the theme“Harmony Is ‘Fu” is presented before modern people, and makes the culturalpsychology better spread.It is expected that this dissertation could provide some valuable referenceon the application of traditional Chinese “fu” culture in modern graphicdesign and make some contribution to the Chinese native advertisementdesign.