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随着社会的进步和发展,人们在物质文化生活得到满足的同时,对于精神文明的层次要求也变的更高起来,这对于广告设计人员来说挑战也就更大了。现代广告设计应该更加注重人们在感官上的冲突与享受,也要在设计过程中加入更多的思维方式,一个简单的广告设计既要有形体外在的寓意,也应该具有其内在的深层次的寓意和文化底蕴,在这方面,我国古文字就非常具有代表性了。中国古文字多以象形文字为主,它不需要刻意的去反映客观形象,因为它本身就有象形与意境相结合的强大功能,正是古文字这种特质,使得古文字在现代广告设计中被广泛运用。
As society progresses and develops, as people’s material and cultural life are satisfied, the level of demands for spiritual civilization becomes even higher, which poses a greater challenge to the designers of advertising. Modern advertising design should pay more attention to people’s sense of conflict and enjoyment, but also in the design process to add more ways of thinking, a simple advertising design should not only physical external moral, but also should have its inherent deep Moral and cultural heritage, in this regard, the ancient Chinese characters are very representative of the. Chinese ancient writing is mostly pictographic, which does not need to deliberately reflect the objective image because it itself has the powerful function of combining pictorial and artistic conception, which is the trait of ancient writing, making ancient writing widely used in modern advertising design .