Application and Value of Chinese Calligraphy in Visual Design of Anti-Smoking Advertisements from the Perspective of Life Aesthetics

Anti-smoking advertisements have great importance of value orientation and enlightening function, the visual design of anti-smoking advertisements can not only guide the formation of public health values through visual communication, but also promote the integration of economic and social benefits between media and tobacco enterprises. As an important category of visual language, Chinese calligraphy can form the natural fusion together with the linguistic features of visual design to be widely used in design practice. Being affected by the aestheticization of daily life at different levels, the functional fit between calligraphy "writing" and design "transmission", and the aesthetic contemplation on calligraphy "style" and design "meaning transmission", both become the new form for the aestheticization of daily life. From the perspective of life aesthetics, with the relationship between calligraphy art and contemporary visual design to be re-examined, in terms of the design of anti-smoking advertisements, calligraphy has realized the creation and transcendence of seeing "the ideal" from "the existence" in the application of visual design, thus forming the intention of reconstructing people's life value system in the current cultural context with "beauty", which is just the "human-oriented" design.