SOCIO-CULTURAL BASIS OF MODERN CHINESE CITIES' COMMERCIAL SIGN SYSTEM (THE CASE OF XUZHOU CITY)

Abstract

The article examines the historical, socio-cultural preconditions for the formation of stylistic, artistic features of Chinese cities’ commercial sign system, based on the case of Xuzhou city. The specifics of Chinese civilization, classical philosophical, ideological, moral and ethical ideas, traditional approaches to art and their importance in the development of modern outdoor advertising are analyzed. Different stages of commercial sign system’s functioning, its connection with historical, political and social events are considered. The impact of outdoor advertising media’s stylistic modifications on the transformation of Xuzhou visual urban space is explored. The importance of intercultural dialogue in the context of globalization is emphasized, some issues of objective environment organization are considered. The role of canon and tradition in modern mechanisms of advertising system’s organization as a means of preserving national authenticity is revealed. The article explores ways to implement contemporary world art trends in the system of visual communications, while preserving the unique ethnic features of the area.