Visual Representation of Traditional Chinese Auspicious Beasts in Commercial Advertising Art

Mengze Yuan and Surendheran Kaliyaperumal

Journal of Literature and Arts Research, 2025, vol. 2, issue 1, 80-87

Abstract: Traditional Chinese auspicious animal motifs serve as vital cultural symbols, embodying deep historical and artistic significance. With the ongoing trends of globalization and digital transformation, the innovative adaptation of these traditional elements in contemporary commercial poster design has become a key focus in the cultural and creative sectors. This study delves into the ap-plication of auspicious animal motifs in commercial poster illustration, exploring strategic methodologies and practical implementation. By employing literature review, case studies, and comparative analysis, the research investigates the cultural essence and artistic attributes of these traditional patterns while examining their synergy with the visual language and communicative intent of modern commercial posters. The study proposes several application strategies, including selecting motifs that align with thematic content, fusing traditional artistic elements with con-temporary aesthetics, harmonizing color schemes with brand identity, and optimizing composition for enhanced visual appeal. Through an analysis of representative domestic and international cases, this research identifies both best practices and existing limitations, offering theoretical insights and actionable recommendations for modernizing the use of traditional patterns. Findings indicate that integrating traditional Chinese auspicious animal motifs into commercial poster illustrations not only preserves and revitalizes cultural heritage but also elevates the cultural depth and market appeal of visual designs, fostering the long-term growth of the cultural and creative industries.

Keywords: traditional Chinese lucky animal motifs; modern commercial poster design; cultural and creative sectors; visual design in communication (search for similar items in EconPapers)
Date: 2025
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