Application of Expressionism in Clothing Brand Ads

Starting from expressionism, this paper conducts a brief analysis on the cultural characteristics of expressionism and expounds the positioning principle and thinking characteristics of modern clothing brand ads. From the perspective of relationship between painting of expressionism and print advertisement, and with the methods of literature support, case study and image analysis, this paper analyzes, concludes and sums up the effect of expressionism painting´s expression in concept, pattern, composition and color on the print ads for international clothing brands in recent years. This study can help designers of print ads and fashion photographer enhance the application of expressionistic techniques, thereby working out the print ads that are consistent with the cultural positioning and spiritual connotation of clothing brands.