The development of Chinese tourism poster in the period from the 1950s to the 2020s

Chi Chzhan ORCID: 0009-0005-0148-3360 Doctor of History Postgraduate student; Department of Business Communications; St. Petersburg State University of Industrial Technologies and Design 18 Bolshaya Morskaya str., Saint Petersburg, Russia, 191186 2470583417@qq.com

Modern digital art is a unique fusion of traditional visual forms, design concepts, as well as computer graphics and multimedia technologies. This segment of creativity is a response to the impact of digital technologies that expand the boundaries of how we create and perceive art objects. Electronic media resources serve to expand the possibilities of human interaction, actually becoming a virtual continuation of our physical existence.

The purpose of this study is to analyze the development of the Chinese tourism poster, taking into account the fusion of traditional elements and new digital technologies in the period from the 1950s to the 2020s. The research aims to identify key changes in visual and conceptual approaches that have influenced the development and perception of tourism advertising in China.

The research objectives include studying the role of the Chinese tourist poster in the cultural and social life of the country, analyzing the transformation of visual images and stylistic techniques taking into account the introduction of digital technologies, as well as determining the impact of digitalization on the methods and means of creating advertising posters in the field of tourism.

Digital art brings innovations to the means of artistic expression and visual communication, transforming their approaches and methods in contrast to classical media art. This promotes more dynamic interaction and improves the overall perception of the information being communicated. The field of digital media art encompasses diverse segments such as artistic design, information technology development, mass communications and the provision of socio-cultural services, thereby forming a multidisciplinary research space.

Posters are a unique form of visual communication, performing both an informative and propaganda function. These visual messages play a key role in shaping public opinion and spreading important messages to the masses. Posters are a powerful communication tool that covers a wide range of functions, from education and information to advertising and space decoration. They not only spread important messages, but also stimulate, motivate and contribute to changes in public consciousness, attracting attention with their attractiveness and visual expressiveness. They are designed to form lasting and attractive visual associations that attract the attention of consumers and maintain interest in the brand. Chinese travel posters uniquely combine the charm of antiquity and the innovations of modern design. This symbiosis is designed to attract the eyes and stimulate the interest of future travelers, awakening the desire to explore the rich culture and historical heritage of the country ^[5].

Digital media art is a new art based on visual arts, design, computer graphics and images, as well as media technologies. Marshall McLuhan believes that electronic media is an extension of the human body.

From a technical point of view, digital media art is an interdisciplinary blend of modern digital technologies that serve as a new form of artistic media communication based on the modern Internet. From the point of view of content and form, digital media art is very attractive, as it combines the dynamics of sound, light and color. Digital media art involves the integration of various forms of media art such as graphics, color, animation, music, video, and other digital means of expression. It transforms scenes into highly realistic, vibrant, colorful and intense art scenes. There is a strong sense of visual impact. In addition, the design of digital media art fully understands the emotional needs of the audience. With the addition of special artistic effects, the digital media art form is able to capture and reflect the feelings and emotions of the audience. As for media studies, traditional media art forms such as television and posters, when viewed critically, the audience's perception of advertising is largely passive, which creates psychological resistance from the audience. People may perceive ads as intrusive or uninteresting, especially if they don't meet their interests and expectations. As a result, advertising messages lose their effectiveness, as the audience either ignores them or perceives them with distrust.

Compared to traditional media art, digital media art not only changes the form of expression and visual language, but also increases the effectiveness of communication. In the field of tourism, many artistic approaches are used to create posters. An identical concept can be represented by a variety of visual solutions, thanks to the use of a variety of techniques and stylistic techniques. This allows you to achieve unique effects and attract attention to tourist sites in different ways. Red stands out as a particularly bright and saturated color in Chinese propaganda art from the period 1950-1970 to the era of digitalization. This color has become a visual symbol of communist ideology, embodying the revolutionary spirit and the collective power of the people. Red is also associated with the dynamism, fervor, and life potential of workers and peasants, who were often the main characters on these art posters. The use of warm colors such as red, yellow, and orange in contrast to the cool hues of the background, including light blue and green tints, creates a dynamic balance in the visual composition. This color contrast effectively focuses attention on the key elements of the image, highlighting the shapes and dynamics of the scenes ^[7]. Among the examples, we can consider the advertising posters of China's domestic tourism shown in Figure 1.

Figure 1 – Advertising of domestic tourism in China before the era of digitalization 1950-1070

The combination of saturated colors in works of art often serves as a symbol of hope and development, especially in the context of the promised "rainbow tomorrow" that the Communist Party presented to the population. These bright shades are designed to inspire confidence in the revolutionary movement, in the legitimacy of power and the favorable prospects that society awaits in the future ^[4].

Such advertising posters often feature utopian images of joyful and diligent Chinese residents engaged in activities that reflect development and movement towards an enlightened society.. These may be illustrations of peasants carefully planting crops, military personnel and workers working together, or scenes where medical support is provided, each of which carries the symbolism of progressive change. The characters in the images often look unusually joyful and proud, which creates an idealized way of life in China, which the authorities tried to present. The visual emphasis on workers, military and young heroes is a significant element reflecting the priorities of the Communist Party. This image highlights the important role of the working class as a pillar of the revolution and highlights the value of youth in supporting and developing socialist values ^[1]. The artist uses the style of socialist realism to embody an advertising poster. The artists' work was probably inspired by the instructions of the Communist Party, which called for the creation of art objects reflecting the ideas of socialist realism. These guiding principles stimulated fine art that would celebrate the achievements and values of the socialist way of life. The main task facing the artists was to create images that carried optimism, heroism and inspiration, depicting ordinary people, which would stimulate the audience to feel unity and harmony with the national dream and goals of the state ^[2].

Designers use digital media technologies to comprehensively process and visualize design concepts, modeling languages, and organizational methods to make advertising design more creative and intelligent. It should be emphasized that when applying digital media art, designers should combine product functions, characteristics and the actual situation, intelligently integrate the art form of visual communication design and improve the integrated effect of advertising communication. Advertising design cannot be separated from the practical function and value of the product. Authenticity is the basic premise of advertising design. In the process of integrating digital media art, the diversity and dynamism of digital technologies make products or services more intuitive.

In the modern advertising design industry, professionals actively use the latest digital tools and media platforms in order to intelligently visualize the ideas and modeling approaches being developed, giving them not only creativity, but also functional content. The task of the specialists is to harmoniously combine the product features and its purpose with the current circumstances and at the same time qualitatively weave the artistic aspects of design into the structure of visual communication, increasing its overall impact.A distinctive feature of successful advertising design is its inseparable connection with the realistic presentation of the product, its functionality and value.

Product authenticity remains the cornerstone for the development of promotional materials. By involving digital technologies in the design process, specialists enrich products and services with intuitive and dynamic visualizations, which increases their attractiveness and accessibility to consumers. Designers, adhering to high standards of honesty, should strive to promote products objectively and truthfully, avoiding any distortions that could lead to a decrease in brand credibility. Creativity and uniqueness are central components of advertising design, influencing the success of marketing strategies. It is important that the design presents innovative ideas that fully unlock the potential of the visual and audiovisual possibilities of digital media, while enhancing its appeal and aesthetic value.

Creating noticeable and memorable advertising images that deepen perception and create a connection with the consumer is becoming a cornerstone for the dynamically developing advertising design industry. The development of digital media art demonstrates the unique visual impact and communication value in advertising design.

Figure 2 - Advertising of China's domestic tourism in the age of digitalization 2024

The color scheme of the poster was not chosen by chance - saturated shades of blue and purple dominate, which bring a touch of modernity and dynamism to the design. This visual style reflects the energy and innovative spirit of Shanghai, emphasizing its status as one of the most advanced megacities in China. At the same time, light pink-purple tones, especially noticeable in the images of the television tower and architectural structures, introduce elements of warmth and visual contrast, enhancing the feeling of life in the lights of the night city. The architectural composition on the poster occupies a key position, bringing to the fore high-rise masterpieces of modern construction, including the famous Shanghai Television Tower with its unique sphere and a number of outstanding skyscrapers. These structures do not just signify economic success; they are also emblems of technological progress and innovation characteristic of the metropolis.

In contrast, the lower part of the poster's composition features the Bund Embankment, the historical heart of Shanghai, a true tourist magnet. Built in different eras, the architectural objects create a visual dialogue between the past and the future, demonstrating the deep interplay of cultural heritage and bold architectural innovations that together define the face of modern Shanghai.

The design of the poster is charged with arousing the senses and anticipating the adventures provided by Shanghai, a city that uniquely combines advanced technology and rich cultural heritage. Embodying the essence of the metropolis, the image evokes an exciting delight, awakening the desire of visitors to experience all facets of Shanghai life: from the thrill of modern entertainment to immersion in the rich history and cultural diversity. This is an appeal to those who seek to combine exciting leisure and cultural enrichment in one journey. The artists fulfilled the task of encouraging unity and devotion to power, creating sublime images that idealize the success of the country. They skillfully simplified or completely excluded from their work the heavy and complex aspects of modernity, focusing on positive ideals. The main purpose of the idealized images was to instill the belief that the personal contribution of every citizen is essential for the power and well-being of the state. Often such images were created in order to emphasize the importance of individual efforts in a national context ^[3].

The technique based on repeating and creating collages from similar elements often turns out to be a key factor that can attract and retain the attention of the public ^[8]. This approach plays a central role in establishing a visual connection with the audience and enhances the impact of the message. Modern trends are merging into the traditions of Chinese culture, giving rise to the "New Chinese Style". It is a creative reinterpretation of ancient aesthetic principles, which are harmoniously combined with current trends in design and art.

When comparing tourist posters from the 1950s and 1970s with modern designs, especially in recent years, a unique style emerges that can be described as an out-of-time and deeply significant phenomenon in the context of Chinese culture. This style, developing, took its place in graphic design, gaining particular popularity in the creation of advertising posters aimed at the tourism industry. Such works of art not only preserve and transmit traditional elements, but also become the most important component of modern Chinese design, acting as a kind of cultural calling card ^[9].

In an information society where data flows continuously into everyone's daily lives, we are witnessing significant changes in China's creative industries. Modern design trends reflect the unique integration of traditional cultural elements with innovative digital technologies. This combination not only renews and transforms historical images, but also breathes new life into them, thanks to the opportunities provided by modern technological means. The use of bright colors, dynamic compositional solutions and progressive design techniques gives these works a visual appeal that resonates with a wide audience. These elements diversify the visual landscape and allow graphic works to stand out from the background of everyday visual content ^[10].

With the constant improvement of digital technology and the growing interest in Chinese culture, the design of travel posters continues to evolve. In the near future, it is expected that they will become more interactive, thanks to integration with augmented and virtual reality technologies, allowing viewers to immerse themselves in the atmosphere of travel even before it begins. Personalized recommendations based on user preferences will guide the creation of advertising materials, making marketing campaigns more targeted and effective. It is also predicted that environmental awareness will influence the design concepts of posters, emphasizing the natural beauty of places and the importance of their preservation for future generations. With the development of digital media technologies, their potential to improve public well-being is constantly growing. This opens up new horizons for improving the communicative effectiveness of posters aimed at social education and welfare promotion, expanding their abilities in this area every day.

China's tourism advertising posters are constantly being updated, weaving in classic elements of cultural heritage in tandem with the latest technological advances. This symbiosis enhances their attractiveness to visitors and makes a significant contribution to the expansion of cultural interaction between the countries.

Posters promoting public well-being create a powerful connection with viewers' perceptions by actively involving them in the information presented. This influence deepens the sense of immersion and allows the audience to completely rethink the proposed ideas. Thus, it effectively promotes the exchange of social concepts and values.

Digital technology has changed the way advertising is produced and consumed, and the Chinese travel poster from the 1950s to 2020 is one of the best examples. The integration of new technologies during the political, cultural, and technological changes that China has been experiencing has transformed traditional methods of creating advertising visuals.

The key problem of merging tradition and new technologies has been solved through the evolution of visual strategies and adaptation to changing social, cultural and technological conditions. The historical perspective showed how the Chinese tourist poster gradually evolved from a strictly ideologically oriented art object in the 1950s to a hybrid digital work using traditional and modern elements. With each passing decade, not only the style and means of communication have changed, but also the ways in which they interact with their audience, leading to more personalized and innovative advertising campaigns in the digital age.

The application of digital media art in the field of advertising has brought innovation to the advertising industry. Digital media art combines knowledge about computer graphics, art design, communication technologies, interactive technologies, and other disciplines, and uses its characteristics of virtuality, integration, and dynamism to enrich the way advertising media communicate.

Historically, this decision can be considered the result of adapting Chinese art and design to the modern conditions of a globalized world, as well as involving new technological opportunities to create more effective and attractive travel posters.

In a similar context, digital media art, which has the properties of reversibility and reusability, enhances the interactivity between the advertising message and its target audience. This is especially true on Internet communication platforms, where advanced technological tools are used to achieve deep penetration and targeted impact on the consumer. Digital media provides a variety of forms and methods of communication, ensuring high relevance and faster dissemination of information, which undoubtedly significantly expands the horizons and opportunities of the advertising industry, leading it to interact with diverse and growing audiences around the world.

A study spanning seven decades has revealed the transformation of Chinese travel posters, with a particular focus on integrating traditional culture and the latest digital solutions. The visual style of posters has changed significantly due to the influence of digital media, enriching advertising with new forms of interaction with consumers. Artistic language and color schemes have evolved from a vivid reflection of ideological postulates to a modern expression of cultural diversity and technological achievements. While maintaining their socio-cultural significance in China, posters continue to perform not only advertising, but also propaganda functions. Digitalization has increased the creativity and emotional engagement of advertising, making communication with the audience more effective.