Comparison of Chinese Advertising Design with European and American Advertisements (2)

In contrast, commercial advertising in Europe and the United States is much better than creative solutions. Wherever he goes, whether it is road signs, bodywork, newspapers and other commercial advertisements, although you have no foreign language, even though the national conditions and business conditions are different from ours, you can still understand the advertisement information to be transmitted through the image. The first major function of advertising is to disseminate information, play pure art, and play high-quality ideas that are not suitable for advertising. In addition, they must pay attention to advertising language. Advertisements can be said for nothing, and advertisements are improperly considered. To hurt consumers.
We should try our best to prevent the simple and multi-element combination between “multilingualism” and “multiple meaning” in the creative expression of works, because this lack of reasonable attachment will inevitably lead to disagreement and not customer perception. The random combination of conditions must be far-fetched and self-defeating. Of course, in advertisements, there is no sense of spread or beauty.

Third, the overall level of Chinese designers is not less than Europe and the United States, but there are still gaps in the appreciation of some customers.
From the comprehensive investigation and study of European and American commercial advertising in the past two years and the comprehensive comparison of China's advertising design work, I think that the comprehensive design standard of our country's outstanding designers is not lower than Europe and the United States, at least not a big gap, despite the outstanding works of our country. There are not many international awards, but it does not mean that the level of Chinese designers is low, because there are many factors in the international awards can not be completely matched with us, such as national conditions, folklore, theme-oriented, style school, jury factors, etc., therefore, It is not appropriate to simply consider whether or not to win prizes internationally.

If we compare the advertising design cases between China and Europe and the United States, if we say that there is a gap, I think our gap is that some of our country’s advertisers have low levels of aesthetic appreciation, and art literacy and advertising design awareness are not strong. They often just formally commission advertising. Acting as a company agent, in fact every step should be strictly followed by a specific "review." The advertising company had to deal with. I had contacted many designers (some of them are very good designers). They all encountered without exception. The customer's “advice” has to be shifted by the customer's will, the creative thinking is greatly limited, designers often do not laugh or laugh, it is difficult to normal play the designer's creative level, or even self-defense is only to do some art work, to It is difficult to make a good idea with a certain level to the market, the success rate is very low, and the competitive strength of participating in the domestic and foreign competitions is naturally affected. We sincerely hope that our God (customers) can understand and respect the creative work of the designers more and continue to enhance the advertisement. Under the premise of marketing awareness, many designers and designers communicate and communicate on creative thinking. Designer's creative passion, to minimize non-principled "guidance", whether empathy can often look, if you are a designer, you need what is? Creative design is the expertise of designers. They are experts and cannot be equated with ordinary artists. They should try to create some relatively free creative space for them. They should guide and encourage their creative enthusiasm. The creation of truly good works and the customer’s Understanding and support are inseparable.
Fourth, the ability of Chinese designers to design independently is not inferior to that of Europe and the United States, but the will to cooperate with each other is poorer.
Before talking about the comprehensive design standards of our country's outstanding designers is not less than Europe and the United States, the author in the designer association, and often contact some designers, I think their overall strength is not bad, most of them can complete the design project independently, such as Market research, concept positioning, design production, and even a pack of plate-making printing.

All kinds of advertisements in the Liaoning region often appear on the advertisement screen in the designer's signature. This obviously means that the designer has completed it independently. If the signing phenomenon is not discussed first, I think the development of this kind of multi-functional design talents. There are joys and worries in the model. The joy is that the talented people in this society are in desperate need. It's easy to use anywhere. The design disciplines of art colleges should train such talents more, face the society, and specialize in many aspects. The disciplines related to this major should be understood, studied, and mastered because the overwhelming majority of graduates are to face the social selection. .
In addition, some small companies are also more affordable, which saves manpower and saves money. Small companies with two or three people are not rare. What is worrying is that the individual’s ability is stronger and it is difficult to grasp and solve many problems closely related to advertisements. The ability of a person is limited. The way that individual soldiers fight can only be a temporary success, and long-term brain resources will be exhausted. Compared to a successful domestic and foreign advertising case, there is hardly a single original creative company to see at home and abroad. (To be continued)