Xiaodan Jin

Under the background of global cultural blending and local cultural consciousness, "Chinese style" has become an important trend in the field of visual design. As the largest and most extensive advertising creative competition in China, the award-winning poster works of the National College Students Advertising Art Competition are an important window for insight into the design frontier and youth creative trends. This paper aims to explore how to realize the creative transformation from traditional symbols to modern visual language through the case analysis of Chinese style elements in the award-winning posters of Daguang Competition in recent years, which provides a valuable reference for the construction of a visual design language system with local characteristics and a contemporary feel.

Chinoiserie; visual symbols; symbol transformation; Daguang Competition; poster design; Cultural creativity

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