Author(s)

Manju Zhang

Corresponding Author

Manju Zhang

ABSTRACT

While designing commercial culture in modern commercial advertising in China, various sounds, words, images, etc. will be imaged or narrative. Because modern commercials are closely related to urban environmental factors, they are naturally in the environment of a city, which has a great impact on the overall environment and appearance of the city. In addition to its own artistic and commercial value, it is also our country because it has the characteristics of reflecting the individuality of the city and the value of reflecting the humanities of the city, can accurately reflect the overall regional cultural characteristics of a city and reflect the characteristics of urban culture. The leader and main force of the urban landscaping design movement. In the design of modern commercial advertising in China, based on the influence of the urban environment, many symbols that reflect the traditional modern commercial culture have been added, which can effectively enhance the artistic and added value of the traditional culture of products in modern commercial advertising, and eliminate the average of traditional cultural products in commercial advertising. Qualitative, because it can re-encode the original commodity information in modern commercial advertising. This article deeply analyses the basic role and connotation of traditional cultural symbols in the development of modern commercial advertising design in China from the perspective of symbolic design, and analyses the reality of traditional commercial cultural symbols on modern commercial advertising design in the era of new market economy Function, put forward the method and strategy of the integration of traditional commercial cultural symbols adapted to the development of the market economy era and market environment and China's modern commercial advertising design concept, and put forward relevant application cases to interpret the inherent attributes of traditional cultural symbols and modern advertising design.

KEYWORDS

Environmental factors, traditional cultural symbols, modern advertising design, urban environment