Research On The "Xu And Shi" In Graphic Advertisement Designs

The outstanding graphic advertisement designs have their own words depicting nature and life as well as techniques that discard the dross while keeping the essence of the nature and life in the hope of collectively present the objects. The former can be called "Shi"(reality and substance) while the latter is "Xu"(virtual and fictitiousness). Aiming to develop the subject in the long run, it is pivotal to combine "Xu" and "Shi" in the graphic advertisement designs.Based on the "Xu and Shi" theory, this paper is exploring a possibility to apply this philosophy to the graphic advertisement designs for the purpose of applying the abstract theory to the concrete reality, and providing theoretical supports to Chinese contemporary arts. By summarizing the concept of "Xu" and "Shi" along with collecting materials, we are able to have an in-depth understanding of the concepts, so much so that we can solve the problems in reality. Besides, the paper will expound on how to enroll designing ingredients such as colour, words, page layout and point-line-surface to the creation of "Xu" and "Shi" In doing so, the paper will argue that it is profoundly meaningful to adopt the theory of "Xu and Shi" in creating a new generation of graphic advertisement designs with unique characteristics.There are four parts in this research. In the first part, the paper is going to investigate the origin of the "Xu and Shi" theory, compare the relating Chinese and Western theories as well as address some Chinese philosophical points; The second part will analyze the "Xu and Shi" within the Chinese context, which, specifically speaking, will include ideology, form of demonstration and social situation as its contents; The third section will contain discussions of the research’s meaning and object, which, among other things, will study how to enhance the subject, enrich visual hierarchy as well as to provide theoretical supports for the target designs; The final part will deliberate on how to combine the concrete "Xu and Shi" factors with the designs in reality.