The Research Of The Influence Of Non-art Factor On Contemporary Advertisement Design

For purpose of this paper, the advertisements published from 1949 up to now are taken as the main research object, an all-around and multi-angle analysis on modern Chinese advertising design is made based on knowledge of multiple disciplines like art, sociology,history, economics, etc. with literature research method, comparative research method,interdisciplinary research method and the method of combing cases with quantitative research from the perspective of artistic design, and the effect of non-art factors(including political, economic, aesthetic, technical factors, etc.) on figures, words, colors and formats of advertising design in different periods is analyzed, to figure out the evolution sequence of modern Chinese advertising design.The research mainly focuses on the following three aspects. First, modern Chinese advertising time is divided into 4 periods, namely period of transition and initial foundation(1949—1965), period of frustration and exploration(1966—1978), period of restoration and development(1979—1991), and period of opening and diversification(1992—now), and the characteristics of advertising design in each period are summarized. Second, the characteristics of advertising design of the four periods are analyzed from the aspects of social politics, economic environment, and aesthetic culture, to figure out the causes of changes of these characteristics. Third, analysis on the historical development of “innovation and change pursuing” of advertising design under the context of technological development is carried out from the effect of emergence and development of advertising media on the form of expression, transmission method, and reading mode of modern advertisements.For purpose of the research on modern Chinese advertising design, advertisements are put in the inherent social and historical context to make comprehensive analysis and argumentation, and a conclusion is drawn that Chinese advertising design has evolved from the form of straightforward persuasion to diversified international innovation forms,developing from nothing, from non-standard to standard.