This paper analyzes the design concept, style and unique artistic charm conveyed by graphic public welfare poster art in the information age, expresses its cultural characteristics, and expounds that public welfare poster art has a distinct cultural public welfare theme, which is expressed in the form of serialization, localization and symbolization, and becomes a media representative reflecting the culture of the times and advanced culture.

Keywords: understanding the cultural characteristics of public welfare posters in the information age

In the information age, when graphic language has become the main way of communication, we have entered the new century of design culture. The integration of design and culture constructs the cultural life form of diversified design, which permeates the design concept, thinking, style and aesthetics with unique cultural values.

Poster art (that is, poster advertisement, English translation: poster

Advertising) has a history of 100 years and is an outdoor print advertisement posted in public places. Mainly divided into commercial posters and social welfare posters. Although with the advent of the information age, poster art is facing the impact from newspapers, magazines, television and other media, the innovative public welfare poster art still occupies an important position in advertising media because of its high cultural content and unique artistic charm in visual expression. However, commercial posters aiming at pure economic benefits can not get rid of fierce market competition and economic manipulation, and pay too much attention to the commercial value of the material level, thus ignoring the cultural value and artistic value of the spiritual level, and it is difficult to gain long-term vitality. In today's information age, many enterprises regard public service posters as a media window to shape their own image, so the operation of commercial posters pays more attention to culture and artistry to shorten the cultural gap with public service posters. It can be seen that in this diversified design field, public welfare posters in the information age provide designers with unlimited creative space, and at the same time become the disseminators of modern design culture and ideas. Under the theme of effectively conveying human spiritual culture, they inject cultural ideas into extraordinary creativity with magical visual symbols, let design talk with the soul, convey the visual semantics and vitality of design culture, and become media representatives reflecting the culture of the times and advanced culture.

Public welfare theme reflecting the cultural concept of the times

With the increasing integration of international economy, the great changes of communication space, and the exchange and interaction of art and culture, people increasingly need the satisfaction of various emotions in the spiritual world. As a media of information dissemination, poster art collides with people's life and spiritual fields with graphic language and theme design injected with cultural ideas, and becomes one of the most spiritually saturated media.

The concept of culture has long been integrated into all human activities, running through human material space and spiritual space. In Ci Hai, the word culture refers to the sum of material wealth and spiritual wealth created by human society in historical practice. In a narrow sense, it refers to social ideology, as well as corresponding systems and organizations. "Visible, culture is a kind of accumulation, is a process of creation. Ideas, values and humanistic spirit are the most basic elements of culture. Different times will convey unique cultural views. The advanced design concepts, design ideas and design techniques embodied in the process of modern civilization all contain the creative spirit of modern culture. As a plane public welfare poster in modern art design, it reflects the ideology formed by the values, morality, aesthetics and outlook on life in the deep structure of human spirit, guides the group behavior mode, promotes the new concept of the times, and triggers the public awareness and public welfare behavior. This kind of artistic work that meets people's spiritual needs must be endowed with profound cultural characteristics. " Theme is an idea and a basic element shared by all works of art "[1] The theme of spreading clear ideas and thoughts is the core and soul of the design process of public welfare posters, which itself contains profound cultural connotations and philosophies. Almost every year, international and domestic advertising design authorities launch different poster design competitions on social welfare themes from the perspective of culture, so that designers can explain the eternal topics of people, people and society, people and nature from multiple angles and directions under the limitation of themes, and show traditional virtues, public ethics and social care. Theme posters with rich and distinctive connotations spread spiritual civilization, guide public opinion, lead public thoughts and behaviors, and promote the rapid development of social welfare undertakings. For example, since 1996, the annual public service advertising design competition jointly sponsored by China Advertising Association and China Administration for Industry and Commerce has launched the theme design of "Good Fashion in China" to promote the excellent traditional virtues of the nation, and successively launched the themes of "Winning glory", "Fighting floods", "Returning to Macao" and "Setting up a new fashion and stepping into the new century", which embodies the cultural subject spirit of the times and exerts it subtly. To sum up, the themes of public welfare posters that reflect the main theme of the times culture are usually divided into the following categories:

(A) the theme of environmental protection in human society

While pursuing the rapid development of material economy, human beings ignore the protection of human living space, and the unlimited development of limited resources and environment makes the earth increasingly face crisis, and environmental protection has become the most concerned issue in the world. Therefore, the theme of "protecting nature, protecting the environment, protecting wild animals, saving land resources, saving water resources, preventing water pollution, air pollution and noise pollution" has become the theme of public welfare posters, conveying the good wishes of human beings to live in harmony with nature.

(2) Taking human life and health as the theme.

Cherish life, respect the value of life and choose a healthy and safe life, which is the most basic desire of human beings and the concern of society. Therefore, topics related to the value of life, such as "rejecting drugs, cherishing life, banning smoking and alcohol, traffic safety, sanitation and epidemic prevention", are more affinity and shocking.

(3) Taking the promotion of new social customs and virtues as the theme.

Society is a big family. It is the call of the times to carry forward the fine traditions and virtues inherited by the Chinese nation for thousands of years, arouse people's awareness of public morality and build new social trends. The theme of "family harmony, respect for the elderly and love for the young, affection and friendship, law-abiding, mutual assistance and friendship, protecting the legitimate rights and interests of women and children, and curbing domestic violence and suicide" has long been the propaganda theme of public welfare posters.

(4) Taking the revitalization of education and scientific and technological development as the theme.

Education and science and technology are the foundation of national economic development and the foundation of national prosperity. Education determines the quality of the people, and science and technology drive the rapid development of the economy. "Project Hope, the problem of reducing the burden on children and students who are out of school, the re-employment project, respecting intellectual property rights and cracking down on piracy" have become the scientific and educational themes of public welfare posters.

(5) Taking improving the quality of the population as the theme.

With the development of human society, on the one hand, high-tech market economy needs high-quality talents, on the other hand, the relationship between human beings and the earth is becoming increasingly tense, and the houses on the earth can't bear unlimited population density. "Population control, family planning, population aging and high-quality talents" has become the theme of reflection.

(6) Carry forward the theme of national culture and patriotism.

National culture and art are the treasures of human culture, and it is the social responsibility of mass media to carry forward traditional culture and art. All the themes of promoting national prosperity and peaceful reunification are the themes of public welfare posters.

(seven) the dissemination of the concept of the times, the theme culture.

Stepping into the information age breeds new culture, new ideas and new thinking, keeps pace with the times, and everything needs communication. This poster theme that releases cultural concepts will make people have deeper thinking and pursuit for the future.

Cultural expression in pursuit of theme serialization

The industry competition brought by high-speed informatization has promoted the rapid development of media. Consumers are overwhelmed by messy media advertisements, and people surrounded by information are in a state of audio-visual numbness. The way of receiving information is becoming more and more personalized, and the rate of information-induced forgetting is high. The advertising media in the information age will face new challenges and opportunities. As a kind of print media, the public service poster can not only pursue cultural taste, but also improve the audience's visual attention rate and information acceptance rate, relying on static images on square inch paper? In recent years, the large-scale visual advantage formed by the theme serial appeal of public welfare posters can make the theme express in depth at multiple levels and angles, which not only improves the communication intensity, but also makes the theme guidance and persuasion function more affinity, strengthens the concept and enriches the visual expression. This cultural expression, which pursues the serialization of sub-themes under the command of the central theme, deeply ponders and extends the connotation, which embodies another cultural feature of public welfare posters in the information age.

(a series of sub-themes with concentrated thoughts.

Any work should convey the theme and reflect creativity. The series of sub-themes subordinate to the central theme must clearly express the ideological core of the poster theme, that is, the ideas conveyed must be concentrated, concise and clear, giving people a clear concept. In this way, a series of sub-themes with the same idea form a solid ideological fortress, and the powerful visual lineup and theme offensive formed from it can deepen the understanding of the theme and enhance the memory of the viewer.

(B) the unique expression of multiple perspectives

After defining the ideological core of the central theme, the expression of serial sub-themes must cut into the theme from a novel and unique perspective, and create a group of node sub-themes with unique insights, so as to expand their expression methods and fully expand their imaginative thinking, or explore new ideas from macro perspective, social value perspective, personal concept perspective and harm perspective. Or use rhetorical devices such as metaphor, reasoning, analogy and hypothesis in literature to inspire innovative thinking and seek the most innovative, connotative and wonderful sub-themes of unified language structure. These sub-themes will be the basic orientation of theme concept and picture effect creation expressed in creative design, which is the internal lifeline of forming a series of styles. Multi-level and different angles of interpretation will highlight the information intensity of the theme and let the public accept ideas and information in the information transmission of the same cultural concept. This unique serial style of theme embodies the personality charm of the works.

(C) reveal the profound connotation of the theme

A design work, especially a design work that spreads ideas, is certainly not a masterpiece if it can't dig out exciting ideological connotations. In fact, the public welfare poster with deep thinking power comes from the designer's careful understanding of ordinary life and his philosophical thinking about ideas, values, aesthetics and creation brought by life. This is not only a topic that can resonate with the audience emotionally, but also a profound philosophy indirectly implied by different expression methods, thus giving people more cultural enlightenment.

In the cultural expression of serialization, the sub-themes developed from the central theme pay attention to the concentration of ideas, the uniqueness of expression and the profundity of connotation, especially grasping the visual unity style of serialization. The application of serialization style in the theme creation of public welfare posters has its value effect, which not only makes the theme idea resonate emotionally in repetition, but also makes all information elements get a complete visual sense, that is, on the one hand, the theme idea is completely unified: the sub-theme idea derived from the central theme must obey the theme idea; On the other hand, it is the complete unity of the constituent elements: the internal unity of the language style of words, the internal unity of the main image of advertising pictures, the internal unity of the overall layout design style of advertisements and so on. For example, Kevin·Z's poster design, which embodies the annual theme of "environmental protection", adopts a series of creative styles, namely "environmental protection of gold" and "environmental protection of wood".

"environmental protection of water" and "environmental protection of fire",

Environmental Protection of the Earth conveys the concept of environmental protection for the sub-theme, especially the powerful visual shock formed by Chinese characters with the same style and different layout styles, which left a deep impression on people.

Design concept of injecting local culture

The famous German designer Hogg? Matisse once emphasized: "The design of any country must reflect the root of the country, and this root is its own culture." [2] Every nation has its own splendid culture and loves its own local culture, which is the source of cultural characteristics excavated by designers. In the information age, although the design of public welfare posters attaches great importance to the integration and mutual promotion of design concepts and design techniques with international advertising media, and achieves common development, as a social and cultural design, it has inherited thousands of years of splendid traditional culture and needs the nourishment of local culture to develop. Injecting local culture into poster design is essentially a process of re-understanding traditional culture, so as to absorb the essence of national culture to enrich one's own personality language and seek personalized creative expression in the commonness of modern design. This creativity of injecting traditional cultural elements into modern design concepts embodies another cultural feature of public welfare poster design in the information age.

China is an ancient oriental civilization with rich national culture and spirit. Traditional culture and art show infinite aesthetic connotation, and traditional painting art (such as traditional meticulous painting, ink painting, mural painting, etc. ) embodies the artistic spirit of verve and ethereal. Folk customs and unique artistic charm reflected by folk art works (such as paper-cutting, lacquer painting, New Year pictures, dyeing and weaving, etc.). ) contains the complex of national culture and becomes an inexhaustible cultural resource for modern design. Conceptual thinking and personalized expression are the pursuit of innovative design of public welfare posters. Traditional cultural resources and image elements have been deeply excavated and skillfully absorbed and applied to modern design, thus embodying the personalized design of China cultural connotation. Jin Daiqiang, a famous Hong Kong designer, is a model of modern designers in China. Tan Zhicheng, former chief curator of the Hong Kong Museum of Art, said, "Jin Daiqiang is good at modern ink painting. He combined China's traditional painting with western design ideas and opened up a new realm for landscape painting. " [3] His cultural public welfare poster design works, such as element timing poster series, ink painting age, Chinese character poster series, Hong Kong New Design Fifteen People Exhibition, and nature care series, are all saturated with the connotation of China culture. His works pay attention to integrating the brushwork and charm of traditional painting into modern design language, thus forming a unique "golden" style, which is unique in the international design community. Since 199 1, "Taiwan Province Impression Poster Design Association" has taken "loving Taiwan Province Province, attaching importance to culture and caring for design" as its ideological core, and successively launched annual theme poster designs to reflect the splendid national culture and spirit of the times in China, such as "Tanwan, Taiwan Province Province" series posters created by Lin Pansong; You have good weather in Long Ming and pray for peace; A series of poster designs of longevity, longevity, great love and longevity created by Cheng Xiangru; Jin Daiqiang's "Communication" series theme design, etc. From the works created by these annual theme posters, we can see that China's traditional culture and visual elements are combined with modern design concepts, and they have been applied incisively and vividly in the design, which makes people feel the profound connotation, spirit of the times and unique artistic charm embodied in the creative design of public welfare posters.

Symbolic graphics conveying the direction of cultural concepts

With the extensive penetration of information technology in the field of communication media, the graphic design form of public service posters has also entered the international trend with modern advertising activities, and has gradually become a consensus-based graphic language that transcends national boundaries. In order to meet the cultural needs of design in the information dissemination era and gain more attention in the fierce media competition, conveying the symbols and graphics pointed by cultural ideas has become another remarkable cultural feature of public welfare poster art in the information age.

Symbol is a highly conceptual pointing image with very rich cultural connotation. As a mass media, the art of public welfare posters creatively uses novel and wonderful symbols and graphics to express cultural concepts, and pays attention to the in-depth expansion of theme connotation, that is, relying on images to express the symbolic meaning of objects and expressing them through colorful artistic techniques, thus embodying a concise visual symbol form with rich information connotation and giving a clear meaning direction.

The word "graphics" refers to those graphic works with advertising nature, with visual symbols aimed at explaining a certain concept. In short, it is obviously different from works of art in nature and significance. "[4] With the development of science and technology, the concept of graphics has been continuously extended, from the graphics made by traditional manual skills to the graphics deduced by modern scientific and technological means such as photography and computers, all of which contain symbolic meanings of different cultural concepts, thus forming a rich graphic vocabulary and becoming the main carrier of projecting information in media communication. "The so-called' design' is to turn these advantages of visual language into powerful launching power and into an effect that the audience has to accept." (5) Symbolized graphic design is mainly based on associative thinking, relying on the designer's transcendental imagination, and realizing creativity through image similarity of objects and symbolic orientation of graphics. In the design of public welfare posters, image elements and text elements constitute the structural basis of graphic symbols. Designers should imagine the image elements and text elements in the design from an artistic point of view. After understanding and analyzing the design theme, they should try to find the image that can best reveal the profound cultural connotation of the theme, and then use various artistic expression methods: or use painting and photography to express the real image; Or use contrast, exaggeration, association, looming, spatial sense and other diverse expressions to shape the theme artistic conception; Or use the symbolic technique of written language to interpret the theme of the work. , and strive to obtain a symbolic, more graphic and new visual communication form of words, that is, symbolic graphics, and this communication must be based on the premise of simplicity and consensus. In fact, many objects in our life have rich cultural connotations and symbolic meanings, which can be transformed into symbolic graphics, such as tea sets, gongshan, pens, inkstones, mice, nails, sign language, etc., which can reflect different cultural concept orientations in designers' creativity. From the public welfare poster works of many outstanding designers, we can easily understand the artistic charm and cultural concept orientation conveyed by symbolic graphic forms. For example, a poster created by a Polish designer for the Warsaw Prohibition Association uses a typical symbolic figure with the theme of opposing alcoholism. The whole picture has no words, only a bottle shape wrapped with a rope, with a black background. Simple visual form conveys profound visual semantics. This bottle shape twisted together with a rope embodies the image similarity of the subject object, that is, the visualization of the concept of alcoholism. The black background and twisted noose give people a feeling of death and despair, which is a symbol of the concept of injury. The work conveys these two concepts so skillfully with graphic symbols, thus revealing the harmful theme of alcoholism. Therefore, the mining of visual symbol elements can be found from the following aspects: (1) In the process of analyzing the theme, deep association is carried out, thus leading to a variety of visual images related to the theme, and finally seeking the most representative image. (2) In the process of theme analysis, starting from the concept, we seek "homogeneous and heterogeneous" images with the same meaning and connotation. (3) In the process of theme analysis, we can get unique visual language from accidental forms. It can be seen that the symbols and graphics in public welfare posters contain very rich cultural connotations.

Facing the era of "global sharing of information technology", the cultural connotation of public welfare poster art will continue to expand, and its cultural characteristics will become more prominent. The design of Cg animation has created unprecedented high-precision, high-efficiency and rich brand-new visual expression effects, and provided unimaginable creative space and rich artistic expression forms for public welfare poster designers, which has become a new working standard and promoted the art of public welfare posters to a broader prospect.

What are the characteristics of posters (characteristics of series posters)? 1? What are the characteristics of the poster?

2. The characteristics of tourist posters.

3. Features of series posters.

4. Characteristics of public service posters.

1. The main feature of the poster is its large size.

long sight

Strong sex, strong artistry, and some posters also have the characteristics of advertising and commerce.

2. Poster is a very common form of poster, which is often used in advertisements, movies, plays, competitions, cultural performances and other activities.

What style does the poster have? 1. Public welfare poster: First of all, we should highlight the author's own views with visual impact.

The most important thing about public welfare posters is the thought, the author's thought.

Pay attention to your topic.

2. Commercial posters

The design concept, style and unique artistic charm conveyed by commercial poster art in the information age express its cultural characteristics, and make it clear that commercial poster art has distinct cultural and commercial themes, which are expressed in the form of serialization, localization and symbolization, and become a media representative reflecting the culture of the times and advanced culture.