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Download Article (PDF) Advances in Social Science, Education and Humanities Research, volume 233 3rd International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2018) The Combination of Literal Language and Visual Language When Poetry Meets Design* Tingjin Shi Xiamen University Tan Kah Kee College Xiamen, China Abstract—As a graphic designer, the author deeply explores history of world literature, attracting scholars from different the spiritual connotation of ancient poetry and gives new regions and ages to study. The author tries to transcend inspiration to poster design. The expression of images to ancient language barriers and interpret the important life experience poems can often carry more information and a modern meaning. in poetry through images. At the same time, the author also Literal language starts from visual language and then turns back expresses the understanding and imagination of all the things to it, which makes ancient poetry and modern design connect in universe. Therefore, images have become an important with each other, poets and designers get to know each other. The footnote of poetry. It can also be said that image is a spatial author's cross-boundary research reminds us that when we symbol or carrier of ancient poetry creation and modern art carry out research on the relationship between literal language design. and visual language, we should combine theory with creative practice to avoid empty talk and rhetorical criticism, seek logic Ancient poetry is a literary genre that uses written in the dialogue between watching and creating and give play to language to narrate, having a rich emotion and imagination. their aesthetic and social value in the contemporary context. However, poster creation also needs to expand the wings of imagination and endow poetry with a more beautiful and more Keywords—poetry; poster design; written language; visual modern imaginal space through visual language. The creation language; image process of both of them adheres to the idea that "art originates from life, but is higher than life", which is a process of re- I. INTRODUCTION creation of beauty. Wang Guowei wrote in The Notes and Poetry meeting design is an unexpected and reasonable Comments on Ci Poetry: "the poet must enter into the realistic collision and fusion. As Chen Liang of the Song dynasty once life and at the same time transcend it." A poet can be both said in one of the second of the Four Poems of Lv Bogong, submerged in and transcendent out, of the creative process of "Things in the world are often unexpected. If you like what their works. The creative process of poster design is no other likes, you can draw on each other.” And the reason why different. It is also said in the Preamble of Yi that "to make the it's unexpected is that they're from different areas. Why is it best of the image to show one’s feeling" and "to view the reasonable for the two to combine with each other? Poetry image to get the idea". The creative process is a reproduction and design works have something in common, that is, both of process of observation, feeling, brewing and expression them use the method of imaginal thinking in the creative process to life. Based on the feelings on poster creation, the process. "Why should a poem be written in a pictorial manner author analyzed how to transform the written language of but not in a direct manner like prose, and why should it be poetry into visual language and how does the realm of poetry written in a way in which one thing is used to describe affect the realm of artistic design. another or make another thing arise? This is to illustrate an abstract concept with concrete object images, which is called II. POETRY MEETS POSTER DESIGN — UNIQUE imaginal thinking. In Leo Tolstoy's view, "art is based on the IMAGINATION ability of people to be affected by the feelings of others. The Since the childhood, the author was always excited about acme of visual art lies in the use of concrete images to express and curious to poems, having a boundless imagination to its immaterialized feelings.” images. It was like the author was in the scene described by Classical poetry is the essence of traditional literature. It is the poems and was filled with nameless warmth and touch. It also the most unique form, and is the literary heritage, in the not only exercised my imagination, but also made me pay *Fund Project: attention to the details in life and taught me how to find the The key project of Fujian university scientific research innovation beauty of life and art, laying a foundation for future poster platform “Research center of cross-strait language application and narrative design. culture”—the aesthetic criticism of Cross-strait advertising language (Project number: LAYY2016004); Fujian social science planning project “Research "Poetry, art and literature are felt by people every day. on the application of advertising language and narrative culture against the They are everywhere and can be found at any time as long as backdrop of The Belt and Road Initiative” (Project number. : FJ2017B075). people observe things around them." Gunter Ramble once Copyright © 2018, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 694 Advances in Social Science, Education and Humanities Research, volume 233 said. The author draws nutrition from the ancient poetry and triggers the connection between the ancient poetry and poster design. Containing rich philosophy, emotion and imagination, the poetry shows people’s living conditions and spiritual world at a specific time in different aspects. This is the rich experience left by the predecessors and can be obtained through creative imagination. "A great writer must know a great deal about all kinds of life experiences and have a good capacity to organize those experiences meaningfully." Poster design is also a creative thinking activity. The premise of such creation is a rich knowledge system, which is an innovative activity based on rich experiences. For example, one of "the Fig. 1. Culture is the Food of Our Spirit. contemporary world's three largest graphic designer" Fukuda Shigeo, affected by Lu Bin from the United States with the Culture Is the Food of Our Spirit (as seen in Fig. 1) is a positive and negative shape when he was young, uses the poster work created by the author during my postgraduate negative space art in poster design to the extreme. Gunter study. I have won the bronze award of the third "east + west" Rambow, on the other hand, was accompanied by potatoes international poster biennale for college students. The through the most difficult childhood. He had a special feeling inspiration comes from the Poem of Persuasion written by for potatoes, and he also applied potato culture to the extreme Yan Zhenqing in Tang dynasty: “The lights at late night and in poster design. The two masters share a common feature: the chicken singing in the early morning, it is the right time they are good at capturing experience and opportunity for the boys to study. One who does not work hard when they connected with poster design and have a unique imagination, are young will regret when they are old.” Exhortation poetry which makes them become our weathervane. As Newton said, aims to encourage young people to cherish their time and "standing on the shoulders of giants, one can see farther." This pursue the cultural connotation. It embodies the profound kind of inheritance is not simply the “taken theory” but is significance of studying hard and the culture of self-restraint. based on the rich imagination to innovate. As a result, it will Pushkin, the father of Russian literature, once said, "books are have a qualitative change. the food of the human spirit." "Books," bacon said, "are the In Why You Read the Classics, Calvino says, “The classic ships of thought that sail through the waves of time, carefully is this kind of book: the more we hear about it, the more we passing precious goods from generation to generation." It think we understand them. But when we actually read them, reminds us of Nazi Germany burning more than 100 million the more unique, unexpected and novel they seem to us.” In books across Europe during the world war two. On the other poster creation, the author uses visual language to interpret side of the ocean, the United States launched the "victory poetry works and endow them with new ideas. As described book movement", calling on the emotional public to donate in Saussure's Introduction to Linguistics, "In order to books and encouraged publishing houses to publish books understand signifiers, we should always make use of other exclusively for the military. Throughout the World War II, signifiers, so that the meanings of signifiers are delayed and 140 million books were distributed to soldiers. Culture has enriched in the process of constantly borrowing from other won its war in its own tender and tenacious way. Culture is signifiers". soft power. The author further derivatives the written language into visual language. In order to give viewers a more visual experience that culture is our spiritual food, the author III. POETRY MEETS POSTER DESIGN — THE VITALITY OF selects the Chinese characters in the traditional culture and the LANGUAGE most important material food---wheat to reconstruct. What’s Use the visual language in poster design to render, more, Chinese strokes are very similar to wheats in their recreate, and resublime the creation thinking of ancient poems, shapes, the author explores the concrete visual language of visual language to render the poetry creation thinking, elements of both Chinese characters and the wheat to replace extract the proper visual elements to reconstruct the image, Chinese characters with the wheats, and to convey the and turn the imagination of the text into direct visual images.
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