Paris Design Express------Advertisement Poster

Author: Zhang Yuanlin Zhang Yuanyuan
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 dogs of singing street performers 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 afraid that large advertisements hanging on buildings will affect the city's image, so they "bring down" the advertisements to the subway. Though they never see the sunlight all day, they still shine with charm. The cost of advertising materials in Paris is low, mostly colorful spray paper enlargements. Their high efficiency comes from weekly renewals because there is no rain in the subway. Parisians are willing to accept advertising, and it 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." Some have large text with no decorative elements, while others are filled with intricate textures, with only a small line of text but recognizable as an advertisement. If the text or image is humorous, it can leave a lasting impression. Today, China's economic construction is advancing by leaps and bounds, with bustling scenes—whether it's large celebrations or small restaurant openings, everything is "colorful" with banners and balloons, creating a spectacular atmosphere that seems "bold enough to reach the moon." However, not many 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 advertisements, it would take three months. I don't have that much energy, so I only choose to shoot advertising posters suitable for China's context, as these are quiet, harmonious, and relatively rich in meaning.