The investigation of Chinese Graphic characters in product advertising posters from young consumers' perception

Chinese Graphic Characters (CGC) have emerged as a distinctive visual strategy in product advertising posters, integrating Chinese characters with graphic design to convey both linguistic and visual meaning. However, existing digital advertising research largely focuses on platforms and engagement metrics, with limited attention to the internal visual structure of poster-based advertisements. In China’s digital advertising environment, young consumers response to visual communication are shaped by cultural symbolism and high exposure to visual media. This study aims to investigate how selected CGC design elements in digital advertising posters to convey meaning and shape young consumers’ perceptions within product advertising contexts. A qualitative research design was employed, utilizing content and semiotic analyses of twelve CGC advertising posters that won the China Advertising Award (2013–2023). Semi-structured interviews with twelve university students in Beijing were conducted to explore young consumers’ perceptions using the Attention, Interest, Desire, and Action (AIDA) framework. The findings reveal, CGC enhances visual and cultural resonance, enabling advertisements to effectively capture attention and sustain interest in visually saturated digital environments. CGC elements also stimulate emotional engagement and trust, supporting the development of desire through culturally embedded meanings. However, the transition from desire to action is moderated by rational considerations such as product relevance, perceived utility, and price. This study contributes to a deeper understanding of young consumers’ perceptions of CGC design elements in digital advertising posters. The findings advance visual communication field and semiotic research while offering context-sensitive insights that inform advertising design and practice