Research on Visual Culture of Poster Propaganda based on Multimedia Image Technology Fu Yuzhu 1, Yan Cheng 2 1 College of Communication and Art Design, University of Shanghai for Science and Technology, 200082, Shanghai, China 2 Associate Professor of Luxun Academy of Fine Arts, 110000, Shenyang, China Abstract Multimedia technology not only brings the speed, scale and form leap of human information transmission and sharing, but also creates a new type of man-machine communication and experience space. In this paper, the author analyze the poster propaganda visual culture based on multimedia image technology. Poster propaganda is an important carrier of visual communication in the field of graphic design, and plays an important role in human social activities. The theme connotation and artistic expression language of contemporary posters are quite different from those of the past, but posters are always in the main position of visual communication art. Posters propaganda affect people's values, and meet the spiritual needs of the public, it is an important form of cultural and artistic expression. Keywords: Multimedia technology, computer network, poster design, interactivity 1. INTRODUCTION Visual communication has become the most important means of communication in the information society. The emergence of new media on the concepts and methods directly affect the visual communication, visual form and characteristics, the media content, the way to convey image producers and consumers, creation experience have therefore undergone tremendous changes, and with the development of the new media technology and innovation. Today's digital new media takes the Internet as the central media, and the emerging network media extends the traditional media communication mode from the aspects of real-time interaction, nonlinear, hyperlinks and other aspects. It extends the comprehensive perception of human beings. Mcluhan made people deeply understand the great power of mass media in information society. A new medium is, in a sense, a new language, a coding experience, a visual machine. New media constitute our new understanding of the real world. Today, with the overflow of visual information, especially in the context of new media, it is particularly important to study how to effectively convey visual information through the visual grammar innovation and to provide visual guidance to the visual aesthetic. Digital media art is the product of the combination of contemporary information science, technology and art. In this regard, high and new technology is very important to the development of new media art, but the more important technology is only its means, not its essence. What is more important than technology is the advanced creative ideas, innovative forms of expression and visual language of new media art. Visual art innovation is the creative expression of the visual information to convey, and ultimately to achieve the purpose of visual communication. In the development of contemporary visual culture in the context of globalization, it has not only limited in the field of visual art, but the entire visual art of visual communication mechanism, constitute a comprehensive innovation and consumer participation behavior activities, not only bring digital technology, and is a kind of visual information for the mark of the new way of thinking and the way of life. "Visual art innovation in the context of digital media" is a timely topic under such a background. Poster is an important carrier of visual communication in the field of graphic design, and has played a very important role in human social activities. Modern poster development from the late nineteenth Century to now, it has been more than 100 years of history. Poster is a mirror of the times, with the development of social economy, politics, science and technology, social life style development and change, different historical periods, posters show different characteristics of development. Early posters are important commercial advertising media in the industrial age. With the development of technology and economy, human society has entered the information age, has become extremely developed, information dissemination and exchange the way now, the dissemination of information can be done by television, radio, newspapers, outdoor electronic billboards, posters in the share of commercial advertising in the system has been greatly reduced, and the development is the poster never stop. With the development of social politics, economy and culture, the theme connotation and artistic expression language of contemporary posters are quite different from the past. Posters are always in the dominant position of visual communication art, and never any other form of design can have such a wide influence as posters. At the same time, posters with unique visual advantage become the most favorite design form of graphic designers, and the design is also showing an artistic trend of development. Although posters are transformed from the most important information media into secondary information media, the transformation 788
of function and the reduction of commercial value have not stopped the development of poster art. On the contrary, the themes of contemporary posters are more extensive, the visual language is more abundant, and the aesthetic meaning is stronger. 2. RELATED CONCEPTS 2.1.Visual culture From the development of human history, the mass media technology in every era, from printing, broadcasting to film and television, has profoundly influenced the art and culture of that time, and thus promoted the progress and development of human society. Digital new media, represented by digital TV, Internet and mobile media, has brought great impact on Contemporary Art and contemporary visual culture. Image is a kind of expression and communication way different from literal symbols created by human beings from the perspective of visual perception and feeling, through the imitation and imagination of the natural world. Before prehistoric times, the primitive humans had begun to create images. This tradition has continued so far. Yet, from the historical development of Modern Visual Culture: the first wave of the modern visual culture can be said to be the invention of photography; the next wave of the modern visual culture is the invention of the film; the electronic analog TV as the representative of the visual culture generally represents the rise of visual culture era is coming true. Today's visual turn is the epoch-making media revolution on the basis of high and new science and technology. It is different from any previous cultural form, and is also a significant sign of human civilization entering a new era. In the context of globalization, today's visual turn has become a post visual culture marked by digital technology, the Internet, new media and interactive transmission. In addition to unique technical support, form and carrier, at the same time more distinct, more determined, more cultural significance. Figure 1. Visual culture The development of art has gone through the times of spoken language, the age of print media and the age of electronic media. The contemporary context highlights the end of art. The change of media, in this context, makes the art itself produce qualitative changes. Art is imitation, art is the expression of emotion, art is a meaningful form. These past definitions about art are difficult to explain today's artistic phenomenon. In the era of media transformation, the object of art is not purely objective, but the subjective construction of people, and the definition of art is subverted. Visual art is the visual culture attention from the perspective of art history, find the specific visual text from the history of art in the interpretation of research, but it is only on specific visual text. Visual literacy is can be acquired through training together, and different visual culture, which are more concerned with personal needs and the ability of themselves by not exposing the inner, and eventually establish a correspondence between the people and the outside world. Everyone on the definition of "beauty" view is different, this is because of personal visual literacy with his growth environment, learning experiences are closely linked, visual literacy is in every day and gradually formed the subtle influence. Visual orientation has a wide range of visual culture, encompassing everything. Anything about images, big aspects such as art, design and painting, small aspects, including facial expressions, fashion magazines, make-up, etc., belong to visual culture. Visual orientation of visual culture, although it looks very strong, because it contains all the images on the culture, but it is extremely conservative, because of its research method and research object is still with the traditional art history and aesthetics research is only at the level of visual representation of text encoding mechanism. 2.2. Digital media art 789
Digital media art is a new art form based on digital technology and modern media technology, which integrates human rational thinking and artistic perceptual thinking. It can be defined as the use of computer and digital technology to participate in or part of the creation, can also be defined as the art of digital art itself. New media art is the creation, bearing, communication, appreciation and criticism of art behavior, based on computer and Internet technology as the support, the new art form of innovation, the profound changes in the aesthetic feeling, experience and thinking etc.. Through the construction of artists in the digital information processing technology based on creation platform, using computer as the core of the digital information processing equipment, to describe and realize their creative ideas, finally realize the digital technology of art creation based on the network, mainly various kinds of digital technologies and related media published works to the audience provide complete, the audience aesthetic appreciation process with, can participate in interactive way. Is different from the traditional single type of art, digital media art technology using advanced language, flexible use of a variety of digital media, it is a digital computer platform created a variety of media art style based on the emerging field of art, art performance, high degree of integration of digital technology and the characteristics of mass communication. As a product of the perfect combination of science and art, digital media art is both open, instantaneous, interdisciplinary art, and multimedia, process, loose, conceptual context dependent art. Digital media art is the reorganization of virtual images and the real world, which can deeply explore the potential aesthetic value of interactive and extended images. In the process of evolution, virtual art gradually dispels the vividness and beauty of traditional art, and also tends to interact with the audience increasingly. Figure 2. Digital media art In view of information transmission, the terminal of computer network has the function of information acceptance and information transmission, so it can realize two-way communication. Network technology not only brings the speed, scale and form leap for human information transmission and sharing, but also creates a suitable communication space and experience space for human beings to adapt to the new type of human movement. Interactivity or interactivity is one of the most striking features of digital media art. Digital media emphasizes the importance of audience participation and emphasizes the importance of "interaction" to art communication. The author's idea of role changes under the condition of interaction: sharing the control over the work with the reader, rather than adhering to the absolute control of the unilateral; not targeting the works which maintain the stability of the design and exclude the external influence. The interactive characteristics of digital media bring new vitality to digital art creation, and also provide us with a new concept of thinking. Comb the Millennium art development history, before the emergence of digital media, art in a one-way way to spread, spread by the artist oriented audience, through a one-way release, transmission, acceptance process, and artists can not understand the audience's reaction. With the advent of digital technology, the process of art communication has changed, and the process of publishing, transmitting and accepting becomes a two-way, interactive and Communicative Art activity. In addition to the interaction between browsing and media, the interactivity of digital media art still exists in the process of artistic creation, not only the author, the audience will also participate in the whole creative process. Digital network art achievement has uncertainty, first of all, the network system of hyperlinks, giving the audience a greater view of nonlinear degrees of freedom, make a work face different audiences have different results, such as: new media interactive art installations, computer games and virtual reality roaming, Flash dynamic web pages and interactive digital media publications. 790
3. ARTISTIC TREND OF POSTER DESIGN Figure 3. Interactivity of digital media art 3.1. Emphasis on artistic expression From the point of view of the origin of modern posters, poster design is because of the need of commercial publicity generated and developed, from nineteenth Century to twentieth Century 60s and 70s, to disseminate information for the purpose of commercial posters and social cultural activities has been the poster poster design to the theme. Since 1970s, under the impact of television, Internet, newspapers and other media, the traditional business posters have been shrinking. At the same time, due to the professional development of the advertising industry, commercial posters are usually completed by the advertising company's design team collaboration, instead of being created by the designer alone, the creative focus of the designer has shifted. Nowadays, the number of posters serving the brand and emphasizing the dissemination of commercial information has been reduced, while the cultural and conceptual posters focusing on artistic expression have gradually become the main proposition of Contemporary Poster creation. There are more and more posters that emphasize artistic expression in contemporary posters. This phenomenon is reflected in poster creation all over the world. The main work of many famous graphic designers is poster creation, and most of them are cultural and conceptual themes. "Posters and other graphic design categories, in Europe has been a strong artistic expression of personal color". Chinese Poster designers are influenced by posters from Europe, America, Japan and other countries. The artistic atmosphere of poster creation is strong. The poster design of various public welfare themes and cultural concepts is the most prominent. Figure 4. poster art Posters are deeply loved by designers, because it can best reflect the formal features of graphic design, it has the most basic elements of visual design, its design concept, performance means and techniques are more typical than other advertising media. With the development of the times, the poster is not only to do the wedding dress for goods and services, the development of culture, the concept of the poster highlights the poster art as the art characteristics of social spiritual products. Large scale space to create unique poster designers, freedom of expression in the design art of the possible, designers no longer satisfied with the simple information transfer, but in the poster art language with the untiring exploration of art, and the performance of art in the creation of originality and aesthetic pursuit is extraordinary. At the same time, designers integrate personal ideas and emotions into the theme. Posters become the best choice for designers to express their feelings, express their 791
ideas and pursue their art. The designer designs the poster with the sense of sensibility, freedom and artistic creation. The poster design becomes an artistic creation with both information, aesthetics and ideology. 3.2.Personalized expression style In the history of Chinese and foreign fine arts, outstanding artists have their own distinctive and unique style. Style is embodied in all the creation of artists, and is an important part of artistic charm. Poster design has a unique artistic expression space, designers can their own independent creative concept, aesthetic consciousness and personal artistic pursuit of the most concentrated expression and display, in the works show a personalized design style. If a designer can win the reputation of "poster art master", it must be because they pursue artistic individuality and innovation in poster design, and construct their own unique visual language system. Contemporary cultural posters and concept posters show the designer's personal ideas and ideological content, which is an important aspect of Contemporary Poster art. From the beginning of pictorial advertising to the modernism design in 60s, poster design for the pursuit of information transmission quickly and effectively, in the theme of the expression is often more objective and straightforward, especially the business poster is more like this. In 1960s, some designers actively explored more "emotional" poster design language, but also paid attention to the expression of personal ideas and emotions, and promoted the artistic development of poster design. The emerging poster design schools include Poland school, American "tack style", European "visual poet" and so on. These designers are opposed to the conservative and commercial design style, not designed for simple functionalism, but rather pay more attention to the artistic and ideological connotation of posters. These posters are not only practical design works, but also have a considerable level of artistic works, creating a modern concept poster design precedent. Figure 5.Personalized posters Every kind of art and design is rooted in certain historical background and cultural soil, and it is bound to be affected by the nation and culture of the times. The designer's idea, thought and behavior are all from a particular era and regional culture, so the result of design is often the reflection of a particular culture. Poster designer's cultural identity, ideas, and poster design background and context, given posters rich cultural connotations. In Contemporary Poster Design, posters showing and promoting national culture and national culture are increasing day by day. The designer integrates his own understanding of culture in his works, and expresses the spiritual connotation of national culture visually, which promotes the understanding and communication of ethnic culture. In addition, culture is also an important source of inspiration for artistic design elements. The various national and regional economic and cultural background is different, in the long process of historical development, gradually formed a colorful, distinctive text, graphics, image and artistic form, which has cultural significance of the form factors, become a symbol of national culture, national culture. Posters not only express the culture, reflect the culture, but also affect the culture. Commercial design service to the economic and commercial development, is one of the main means of commodity exchange of social information, its role is mainly reflected in the material field; and culture and concept poster is focus on the impact on social and cultural influence, as well as works of art, mainly produced in the meaning of human spiritual and cultural fields. Posters affect people's values and meet the spiritual needs of the public. Therefore, the close relationship between posters and culture is a manifestation of their artistic characteristics. 4. THE DEVELOPMENT OF CONTEMPORARY POSTER ART 792
4.1.Development of poster design in China China's modern commercial posters started late, and in 1980s, China's reform and opening up led to the rapid development of commodity economy, modern commercial posters gradually developed in china. China commercial poster is the new media and broadcasting, television, newspapers and other more commercial communication advantages and common development together, on television, newspapers and other media to convey more information of advantages, long-term since commercial posters only commercial advertising system in a small part, and many commercial evolution for signs, advertisements and other new forms of advertising, the status of the traditional sense of the posters in the social and economic life is not conspicuous. In 1990s, in a wide range of cultural and artistic exchanges under the background of "modern and postmodern art and design idea, the introduction of Western Chinese, made a great impact to Chinese art circles art and design community, promote the conversion China artists, art designer concept, China designers start directly or indirectly to Europe and the United States Japan, Japan and other countries in the form of art design imitation and learning, concept theme poster design has developed rapidly in china. Culture, concept posters with its free theme appeal and artistic, personalized design performance, have a great impact on Chinese modern design. More and more posters focus on artistic expression and personalized language. Chinese Poster Design in Hongkong, Japan, Europe and the United States and other areas of graphic design in the direct learning, the rapid start of the poster design process of art. Chinese poster design has made great progress in the communication development over the past ten years. There are many excellent designers and design works in the field of graphic design, which ranks among the international excellent level. More and more Chinese designers have been selected for international exhibitions and won prizes. Although the modern poster art in China started late, it shows a strong artistic feature. On the one hand is the height of art in Europe and the United States, Japan, Hongkong and other countries and regions have direct impact to the poster art Chinese posters, making Chinese posters from the theme to the level of art has been a qualitative change; on the other hand, Chinese is different from western countries, has many years of business development experience as the foundation, College of art the China education instead of commercial economy has become the greatest influence on the modern factors Chinese poster artist, college with its theoretical perspective that beauty first laid China poster art general guidelines and aesthetic foundation, not consciously abandon the negative effects brought by commercial, forming a Chinese poster to focus on the development of artistic features Figure 6.Chinese Poster Design 4.2. The social value of poster design The commercial value of the cut did not weaken the poster social value, more spiritual guidance value in the poster art take to cultivate new ethical values, safeguard the common interests of mankind's responsibility of visual communication, poster contains cultural connotation or public thought, has an important influence on the healthy development of human society, that plays an important role in promoting the the development of Chinese spiritual civilization. With the development of the poster art, the aesthetic function of posters have become increasingly prominent, especially in recent years, with the increase of domestic design and enhancing the level of domestic Poster Exhibition and collection activities, full of aesthetic function with the poster exhibition, publication, network communication and other ways to enrich the social culture, the dissemination of 793
humanistic spirit, cultivate the aesthetic view the influence of social, aesthetic level. At the same time, the increasing public interest theme in the poster has an important spiritual guidance and education role to the society. The theme of the works is not only public poster design proposition designer love the most, two theme is the most social influence and social value, the poster of visual symbols to convey meaningful connotation and profound ideas, promote the spirit of mainstream values, colliding with the people's life and spiritual realm, become the most spiritual penetration the poster art. This new form of visual language is more suitable for modern people's behavior and moral spirit than other artistic forms. In today's information dissemination means are quite rich, public welfare posters in guiding public opinion, promote environmental protection, enhance patriotic consciousness, the development of public welfare undertakings, advocacy of healthy life concept, promote social harmony and other aspects have irreplaceable social value 5. CONCLUSION Figure 7.Environmental protection Poster Poster design should be a kind of meaningful behavior, even if it is pure form of expression, it should also be able to communicate with the audience information and emotions smoothly, and even have a certain impact on society. Ignoring the design of information transmission is bound to attract public attention. China modern art design foundation is weak, strong western modern art design has great influence on China in modern design, learning and exchange of foreign posters, cultural differences make accurate understanding of the connotation of the China designer not some poster works, but fresh visual form is a great attraction to young China the design group, the visual form of reference and innovation is much easier, which makes some design works China focus too much on the visual representation of the pursuit, while ignoring the connotation of information communication and ideological poster. Generally speaking, the poster art level of contemporary China has made great progress compared with the past, and there are many high-quality designs in the poster art, which have an impact on the social life. Acknowledgments The work of this paper is supported by Humanities and Social Science Foundation of University of Shanghai for Science and Technology (SK17YB02). References Marco T., Enrico P., Daniele P., Nico P., Paolo C.(2011). Simple quad domains for field aligned mesh parametrization.acm Transactions on Graphics (TOG). 1 (6), pp.12-20. Kai X., Daniel C., Tao J. (2012). Feature-aligned shape texturing. ACM Transactions on Graphics (TOG). 5, pp.55-60. Samuel S.Y. Wong, Keith C.C. Chan. (2013). EvoArch: An evolutionary algorithm for architectural layout design. Computer-Aided Design. 9, pp.20-24. Xinghua S., Bert J. (2012). Modeling and 3D object reconstruction by implicitly defined surfaces with sharp features. Computers & Graphics. 2(3), pp.10-14. 794
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