The development of print advertising is inseparable from the development of design art, and the improvement of design level is always accompanied by the progress of society and the growth of human rationality. In the second half of the 19th century, the Arts & Crafts Movement emerged in Britain, marking the arrival of the modern design era. The leader of the Arts and Crafts Movement was the British artist and poet William Morris (1834-1896). He advocated reasonable submission to the properties of materials and the distinction between production technology, production technology and design art. He believed that "beauty is value. It’s just functionality”. Morris has a famous saying: "Don't put something in your home that you think is useful but that you don't think is beautiful." The meaning naturally refers to the unity of function and beauty. Representative works designed by Morris Morris At the beginning of this movement, there was an important promoting factor, namely the Arts & Crafts Exhibition Society (The Arts & Crafts Exhibition Society) established in London in 1888. Since the establishment of this society, it has held successive The series of design exhibitions provided an opportunity to learn about good design and elegant design products in the UK, thereby promoting the development of the Arts and Crafts movement. In the mid-19th century, the British designer and color expert Owen Jones (1809-1847) wrote the book "The Laws of Decoration". Through a large number of beautiful design principles, methods and examples, it became a "book" for art designers in the 19th century. Bible". In 1850, Harper Printing Company ushered in the era of illustrated magazines, with representative examples such as "Harper Illustrated" and "Harper Youth". These magazines were specially equipped with art editors, thus promoting the development of editorial design. Inspired by the British Arts and Crafts Movement, the European continent set off an "Art Nouveau" movement that was larger in scale, more widespread in influence, and more profound in degree. This movement lasted for more than ten years in the Western world and involved almost all fields of art and design. Art Nouveau is a decorative art movement with considerable influence that emerged and developed in Europe and the United States in the late 19th and early 20th centuries, involving more than ten countries, ranging from architecture, furniture, products, jewelry, clothing, Graphic design, book illustrations, sculpture and painting were all affected, and lasted for more than ten years. It was a very important and influential formalist movement in design. The "Arts and Crafts Movement" in the United Kingdom and the United States paid more attention to the Gothic style of the Middle Ages and regarded the Gothic style as an important source of reference. "The Art Nouveau Movement completely abandoned any traditional decorative style and completely moved towards the natural style. , emphasizing that there are no straight lines in nature, emphasizing that there are no complete planes in nature, highlighting curves and organic forms in decoration, and the motivation for decoration basically comes from natural forms. Print advertising developed rapidly in the "Art Nouveau Movement". . Since the primary purpose of advertising is to convey information through vision, advertising design must try to give people a sense of beauty, thereby attracting people's attention and making people interested. At the beginning of the 20th century, the modernist design movement spread around the world. It was a real revolution in design. Through this movement, design became an activity that served the public for the first time and served large-scale industrialization and mass production. Modernist design emerged in continental Europe in the 20s. It reached its climax in the 1990s and developed rapidly throughout Europe. In Germany, through the efforts of Walter Gropius, Mies Van der Rohe and others, the pioneers of the modern design movement, The exploration of the "Bauhaus", the world's first design school they founded, brought modern design to astonishing heights and achieved very important results in subsequent design in terms of thinking, method and form. It had a positive and profound impact and basically changed the connotation and essence of past design. Due to the influence of World War II, modernist design and its representatives moved to the United States, where they developed healthily and rapidly, and gradually formed unprecedented internationalism. Style wave.

During this period, the "De Stijl" that emerged in the Netherlands was also extremely active. Its representative was the initiator Theo Van Doesburg (1883-1944). The "Style" magazine they founded in 1917 fully expressed their ideas. concept. Like Germany's Bauhaus, "De Stijl" established a clear purpose for artistic creation and design, emphasized the cooperation of artists and designers, emphasized personal development based on union, and emphasized the balance between the collective and the individual. For Mondrian, form does not represent special conditions and characteristics, but is restored to the eternal elements of nature. Mondrian's works fully express his artistic thoughts. Mondrian's works Walter Gropius (1883-1969), the founder of the Bauhaus, was the most important modern designer, design theorist and founder of design education in the 20th century. His design ideas have distinct democratic and socialist characteristics. He always hoped that his designs could serve the working people rather than just a few powerful people. One of the core ideas of Gropius in founding the Bauhaus was that he believed that art and crafts were not opposites, but just two different aspects of the same activity. Therefore, he hopes to achieve a good and harmonious combination of them through educational reform. Due to Gropius' piety and unremitting efforts, the Bauhaus became the birthplace of the modern design movement. As World War II caused severe trauma to all countries in the world, the United States, which was far away from the war, developed rapidly because it was protected from the damage of the war. After the war, the United States had the right time and place to become the strongest capitalist country in the world. The U.S. economy quickly reached a peak after the war. new peak of development. In the United States, the only driving force for the development of design activities is economic vitality. The design level in the United States was once very developed due to the huge market demand. In the post-war years when materials were extremely scarce, what Westerners were most interested in was not the typical and luxurious design, but American-style mass material culture. Because Coca-Cola took the lead in entering the world market, it was called "Coca-Cola colonialism." Western countries began to learn and imitate American popular culture and cultural concepts in the second half of the 1950s, along with the core of American design, which emphasized "planned abolition." "The styles and design methods are also eclectic and fully absorbed. If we use one word to summarize the design style of the 1960s, then the most appropriate word would be "Pop". The "Pop" design movement is an anti-modernist design movement, that is, it opposes the modernist design tradition developed around the German Bauhaus since 1920. The roots of this movement’s ideas actually come from American popular culture. In other words, American popular culture and consumer culture have become the reference and source of inspiration for the "Pop" design movement in the United Kingdom and Europe. American design developed essentially along two different paths. The first is internationalist big business behavior, which represents the capitalist, mainstream development direction. Another development direction is the rapid increase of independent design firms and their entry into a new design field: corporate image design. Japan is the only non-Western country among developed countries in the world. Its industrial revolution was more than 100 years later than that of Western countries. It began to develop its own modern design around 1953, and by the 1980s it had become one of the most important design powers in the world. one. Japanese design has two completely different style characteristics. One is a relatively national, warm, and historical traditional design; the other is an international, advanced, and developed modern design. This kind of tradition and modernity go hand in hand. The success of the system has provided a very meaningful model for those countries with long historical traditions. Theorist John Thackara pointed out that design is the most important way to express the progress of human civilization in a material way. Judging from the existence of design around us, it is true that modernism and internationalism have fundamentally changed our material world, and at the same time, they have also changed our thinking methods, cultural characteristics, and even behavioral characteristics to a great extent. Precisely because design involves the daily life of each of us (including spiritual life, material life and behavior), people have become more and more keen on awareness and requirements for design, and people have higher expectations for designers. expectations and expectations.

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