RESEARCH ON THE APPLICATION OF CHINESE CHARACTER GRAPHIC DESIGN IN CROSS-CULTURAL COMMERCIAL GRAPHIC ADVERTISING DESIGN

บทคัดย่อ

This research explores the application of Chinese character-based graphic design in cross-cultural commercial graphic advertisements, focusing on how to foster cultural understanding and emotional resonance through visual representation. As Chinese characters are unique cultural symbols with deep connotations, their integration into commercial advertising can enhance both visual appeal and cultural communication. The research examines how the form and meaning of Chinese characters can be harmoniously applied in advertising to achieve cross-cultural communication via using "hotpot" as a representative element of Chinese culinary culture. The study selects four regional varieties of hotpot from across China and designs four commercial graphic advertisements that incorporate graphical elements of Chinese characters. Through literature analysis, case studies, and design practice, the study identifies effective design strategies for applying Chinese character graphic design in a globalized advertising context and interviewed the audiences from different cultural backgrounds to assess their impact on visual effectiveness, emotional resonance, and cultural recognition. The findings show that Chinese character graphic design can significantly enhance advertisement impact while effectively conveying cultural symbols, promoting understanding across cultures. The research provides valuable insights for cross-cultural advertising, encouraging the innovative use of Chinese characters in the global advertising market and offering theoretical support for design practitioners aiming to merge cultural symbols with commercial goals. Refer to your evaluation criteria 1. Clarity of Abstract. No.2. Author has re-arrange the sentence that make whole sentence more clarity.