New Thinking in Graphic Advertising

Author: Li Wei
Publisher:
Publish Date: 2001-05-01
Features: The original intention of the "New Perspectives" design series is to capture the subtle changes of these new transformations from different "perspectives," against the backdrop of the times, and from the cultural level that directly influences design fashion. "New" is our criterion; "new" refers to new concepts, new thinking, and new trends. For each "perspective," we do not aim for grandeur or comprehensiveness; instead, we strive for being small, refined, and profound, which is no easy task and requires continuous effort. We may not be able to depict a clear picture for the readers at every level, but we hope to outline a general framework, provide a thread for reflection, showcase a new space for thinking, leave some inspiration, and spark a bit of creativity. That would already achieve the original purpose of the "New Perspectives in Design" series. We hope to do it and do it even better.
Focusing on the theoretical depth and breadth of an irregular nature is a key aspect the series aims to uphold. Another key point is to showcase a moderate number of successful design examples from around the world today, with the goal of using vivid and intuitive visuals to substantiate the concepts and viewpoints presented in the book. At the same time, it also aims to concentrate on displaying the characteristics of creative expressions in specific historical periods and certain new creative styles, providing readers with a direct visual experience and leaving them with a space for reflection and appreciation.
Cultural connotation is the lifeblood of design. The relatively underdeveloped design industry and design education in China need the nourishment of culture, theoretical guidance, and the exchange of ideas. Only in this way can we catch up with the pace of the times and leverage our own traditional cultural advantages to present a brand-new face of Chinese design culture in the 21st century.
The core of this book is to explore and study the "new changes" in modern advertising in terms of design thinking and creative expression.