The Application Of Farming Cultural Elements In Rural Print Tourism Advertisements

With the rise of rural tourism,the objective need to improve the quality of rural tourism is to develop agricultural cultural resources in rural areas and convey agricultural culture in rural tourism through print advertising design.At present,the print advertising of rural tourism in China presents some problems,such as unclear theme,lack of cultural connotation and homogenization of expression forms.The author seeks inspiration from the farming culture,seeks the meeting point between the farming culture and the rural tourism print advertisement design,then selects the representative farming culture element to carry on the advertisement design,in order to increase the rural tourism advertisement visual effect,enhances the appeal.This paper studies the application principles and means of traditional farming culture in rural tourism advertising.Around this problem,this paper uses the method of literature research and case analysis,first of all,analyse the content and expression form of traditional farming culture and corresponding farming culture elements,then around the application of traditional farming culture in rural tourism advertising design,discusses those creative methods of rural tourism advertising,including advertising theme refining and creative expression.This paper holds that,in order to fully display the traditional farming culture in rural tourism advertisements and enhance the artistic effect of advertisements,we should select and deal with the contents of traditional farming culture on the premise of deeply understanding of Chinese traditional farming culture,then reappear the "poetic countryside"through the application of farming cultural elements in the advertising creatively.Based on this theme,this paper holds that,the theme type and the core proposition should be determined according to the objective conditions of the tourist destination.In the creative expression of the theme,this paper focuses on the analysis of the deconstruction and reorganization of agricultural cultural elements,as well as the use of three visual rhetorical devices:exaggeration,metaphor and personification.On the basis of the above theoretical research,this paper design the "rural tourism advertisement of Guliaotun" through on-the-spot investigation and original data collection.