The advertising circle has always been talking about the gap between China and Europe and the United States. There have been many differences in the length of the advertising between China and Europe and America. Through the visits and inspections of European and American countries in the past two years, we have witnessed and witnessed, and we have seen the truth. Let me talk about individuals in the design and production of advertising. the opinion of.
First, the level of pure artistic design of our designers is no less than Europe and the United States, but the level of practical commercial advertising design is not high.

Speaking of pure artistic design, the design level of some outstanding young and middle-aged designers in China should be no worse than that of European and American designers. They have never relaxed their pursuit of domestic and foreign design fashion and research. Some famous designers and newcomers from the southern part of China have also worked There have been records of international participation and awards. The works of Chinese designers Bi Xuefeng, Chen Fang, Chen Shaohua, Han Jiaying, Wang Yuefei, etc. were performed at the 18th Bruno International Graphic Design Biennale and the 16th Warsaw International Poster Biennale. Selected designers from Harbin in the northeast and Shen Haihe from Dalian and Han Yuchun from Dalian have also won the “Window of the World” award at the World Packaging Design Conference several times; I feel that there is no comparison with the new wave of design abroad, especially the works of some of the selected themes (exhibitions). What is the difference?
However, we have come back to look at commercial (practical) advertisements. Our advertisers who have been to Europe and the United States all have such a deep impression: The advertising theme there is distinctive, the design is novel, the image is close to life, and it is both inexpensive and practical.

In comparison, we have a lot of commercial advertising than Europe and the United States. Most of them are: themes are vaguely difficult to understand, and the bottom line is creative; disagreements are constant, monotonous in form, and rough and messy. In some major cities in China, advertisements have not only added color to the beautification of cities, but have gradually formed new visual pollution in cities. If there is a public opinion poll among the people, I am afraid there are not many people who really like advertising.
In this special stage of advertising leap forward, as a contemporary advertising designer, should we think more about the relationship between self-expression and service audience, subjective design and market demand, social benefits and economic benefits, and practical commercial advertising? Designing more energy and paying more attention to quality, it is best not to equate the design fee with the quality of the design. We cannot simply complain about the acceptance of the status quo of the people, and we must be prepared to face the reality of being high and indifferent, extraordinary and not vulgar.
Designers should take the initiative to adapt to the market, and it is unlikely that the market will adapt to the designer. If our designers can treat each piece of "big work and small design" with dedication, coupled with the correct guidance of the relevant government departments and With orderly management, people's rebelliousness in advertising is expected to slowly change, and our general advertising culture can develop healthily. The higher point is that contemporary advertising designers should have social responsibility and practical ability to adapt to all aspects of society. The dynamic demand and design culture are the vanguards of our country’s development.
Fortunately, some cities have already noticed the damage caused by inferior advertisements to the urban environment. They have introduced some regulations and regulations to restrict them. Beijing Chang'an Street has already begun to prohibit large-scale commercial street signs.
Second, the creative thinking ability of our designers is no less than Europe and the United States, but some advertisements are many creative ideas and many different opinions.

The creative thinking ability of Chinese designers is no less than that of European and American designers. Their thinking is active, their creativity is ahead of their time, and their design is closely followed. However, some designers’ works are more creative and have more ambiguities, especially in commercial advertisements. , Consumers' misunderstandings with customers' common newspapers.
Most of these types of advertisements are: bizarre headlines and irrational titles; images are ridiculous and inexplicable; multi-layered and dazzling, people always have to spend some brains to analyze and study, but they are often not understandable, or they read it out on the surface, and actually produce it. Disagreement and misleading. In June this year, the author was invited to participate in a city's advertising design competition. When judging an entry, the judges of the seven judged the two points of the work and finally had to find out the author and understand it. To be honest, the visual effect of the work was good, but the understanding of the content really gave the judges an "examination." (To be continued)

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December 31, 2023