Application Research In Chinese Porcelain Image In Advertising Creative

With the increase of its overall strength, China gradually has a greater say inglobal affairs. Recently, the first visit abroad of the First Lady has made a successfulpublicity for China’s national image. A positive national image on the world stagerequires not only the guarantee of its hard power but also the underpinning of itssoft power. One of the important ways to enhance our soft power is to value andprotect our traditional culture. In western world, China is referred as “the country ofporcelain”. Porcelain is a treasure of Chinese civilization, a brilliant stroke in “Chinesetraditional symbols”. It has huge influence over the history of human civilizationbecause of its artistic and practical value. This paper falls into the research categoryof “Chinese traditional symbols”. Chinese advertisements provide the platform forthis research, and “the image of porcelain” is the research subject. Based on theoriesof semiotics, the paper intends to probe into the creative use of porcelain in Chineseadvertisement through actual case studies.This paper consists of four parts. The introduction first gives a briefoverview of the status of porcelain in Chinese culture and the image of porcelain inmodern commercials, and then points out the significance of the study and theresearch methodology. The second chapter deals with the interpretation of theshape, pattern, glazing color and function of porcelain by theories of semiotics, andsummarized the symbolic feature of porcelain. The third chapter takes the piecesfrom The International Creative Contest of Chinese Elements2011-2012as thesubject research and probes into the creative representation of porcelain image inChinese advertisements through case study. The forth chapter summarizes thegeneral rule of using porcelain image in advertisements and the ways of expressingporcelain’s meaning in these works based on the study in the third chapter. Thischapter also presents some designs of porcelain image in the hope of providingadvertisement designers with some inspirations. As an increasing number of peopleare interested in the traditional culture of China, the element of porcelain with itswide aesthetic appeal will be seen in more and more advertisements of all kinds. Only with a deeper understanding of porcelains can advertisement designers workout ingenious designs. This paper attempts to explore how to make good use ofporcelain image in advertisement through the combination of theories and practices.Indeed, due to the limited scope of research subject, the use of porcelain imagein advertisements may not be accurately presented in this paper. If there is anyunbalanced view, please show your tolerance.