Comparison between Chinese Advertising Design and European and American Advertisements (2)

In contrast, commercial advertising in Europe and the United States is much better than creative solutions. Wherever he went, regardless of 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, we must pay attention to advertising language. We can say nothing about advertisements, and improper advertisements are inappropriate. 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. 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, there is no spread or no beauty in advertising.

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 survey of European and American commercial advertising in the past two years and the comprehensive comparison with China's advertising design works, I think that the comprehensive design standards of China's outstanding designers are not inferior to those of Europe and the United States, and at least there is no 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 start from, I had contacted many designers (some of them are very good designers), and they all encountered The customer's “advice” has to be shifted by the will of the customer, and the creative thinking is greatly limited. The designer often cries and laughs, it is difficult to normalize the designer’s creative level, and even volunteering is only a matter of art work. 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 consciousness, 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 a designer's specialty. They are experts and cannot be equated with ordinary artists. They should create as much as possible a relatively free creative space for them. They should guide and encourage their creative enthusiasm, and the creation of truly good works and customers. 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 is in the designer association, 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)