Paris Design Express · Advertising Poster

Author: Zhang Yuanlin
Publisher:
Publish Date: 2005-01-01
Features: Paris, a dreamlike artistic nation. Leisurely people in cafes along the Seine, portrait painters under the Eiffel Tower, graceful women passing by, and the singing dogs of wandering artists in the subway—everywhere is filled with intoxicating romance. In this series of books, you can not only see the grandeur of famous stores but also discover hidden treasures within Paris. Everything in Paris depends on how you experience it. Parisians are concerned about the impact of large advertisements hanging on buildings, so they "bring down" the advertisements to the subway. Though they never see the sunlight all day, they still radiate charm. The cost of advertising materials in Paris is low, mostly color (colorpaper) enlargement. Their high efficiency stems from weekly renewals due to the absence of rain in the subway. Parisians are receptive to advertising, which can be as attention-grabbing as television, newspapers, and magazines. Chairs are placed in the subway, allowing people to rest while admiring the ads. Successful advertising posters are either "simple" or "complex" in design. Some feature large text with no decorative elements, while others are filled with intricate textures, yet only a single line of small text is needed for people to recognize the ad's content. If the text or image is humorous, it can leave a lasting impression. Today, China's economic construction is advancing rapidly and is bustling with activity. Whether it's large celebrations or small restaurant openings, everything is adorned with "colorful" banners and balloons, creating spectacular scenes that seem to "dare to reach for the moon." However, few people remember these scenes afterward.
The Paris subway is too vast. Some say that to explore it line by line, it would take six months, and to photograph all the advertising posters, it would take three months. I don't have that much energy, so I only select advertising posters that suit China's context, as they are peaceful, harmonious, and rich in meaning.