The Dragon Totem Symbols In The Application Of Advertising Communication Research

Dragon is China lasted for thousands of years the totem of the holy things, and occupies the important position in China’s traditional culture, it passes through development and evolution from generation to generation, from diversification to the standardization, the religious to the artistic development, now has become the symbol of the Chinese nation, has full-bodied Oriental beauty.Dragon totem symbols in advertising communication in China has a huge influence, explore highly theoretical value for it. The paper is basis on the origin, development and evolution, compares the differences of eastern and western dragon image, expounds various theories of the origin of; Will the dragon totem symbols of advertising to arrange, emphatically on the logo, posters, product packaging, film and television advertising as a key analysis. From the perspective of the visual communication, the application of the dragon totem symbols in advertising communication, aimed at improving on cultural. Secondly explores advertising propagation characteristics of the present situation, points out the problems existing in the AD.On the basis of this paper analyze the innovation research of the dragon totem symbols in advertising communication, mainly reflected in the connotation of the dragon totem symbols, dig deep; And on colour change and innovation, and the image of the case said Ming dragon totem symbols and the integration of modern visual communication elements are innovation of modern advertisement design point; Expounded from the Angle of cultural heritage with the spirit of dragon, the dragon spirit covers the beauty of harmony and tolerance, effectively enhance the national self-confidence and cultural identity, promote the expression of aesthetic temperament and interest; Moreover rapid hit in the face of economic globalization trend, realize the fusion of nationalization and internationalization, carries forward the excellent culture of the Chinese nation, realize the recognition of the Chinese culture in the world, and promote social progress and the development of modern advertising communication. Finally, briefly summarizes the dragon totem symbol design application in advertising communication method, the design of the proposed guidance and reference for the future.