| Abstract |
Auspicious words in daily life from ancient past have been developed into auspicious patterns, symbolizing good fortune, prosperity, longevity, happiness, and wealth. They are also widely used in architecture, sculpture, pottery, and paintings, etc as one of the major characteristics traditional Chinese culture.
Countries all over the world have been promoting tourism. Unique local culture characteristics in each country bring travel business opportunities and are the main drive of tertiary industry. Promoting development of tourism industry relies on publicity of various media. Posters are one of them. In general, contents of tourism posters focus on famous scenic spots or folk culture to present the characteristics of the country to attract foreign tourists.
Here in Taiwan, we have image posters of local spirits and emphasis of culture to manifest the unique images of Taiwan in the hope to promote Taiwan and attract droves of foreign tourists to visit Taiwan.
This paper aims at making breakthrough of current posters expression forms through using auspicious meanings in posters of Taiwanese images made in fun and vivid style. The paper adopts document exploration and design creation study. The former explores progress, composition of traditional auspicious patterns, use of cultural codes, and children fun of posters in Taiwanese images. The latter focuses on auspicious Taiwan in fortune, descendants, and luck. The conclusions of document study are applied in poster design.
After document analysis and composition design verification, the study has conclusions: 1) Composition of traditional auspicious patterns extends other auspicious meanings and creates new esthetics values. 2) Cultural codes and children fun use make patterns more amicable to express the plainness and purity of Taiwan and further make promotion and publicity. 3) Modern images extending traditional auspicious meanings break away the traditional forms of auspiciousness and establish new contemporary pattern characteristics. |
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