Totemic Patterns in Advertising Photography: A Case Study of the Phoenix Totem

Abstract ：This paper studies the phoenix totem in advertising photography， showing how it conveys symbolism， enriches visual language， and enhances brand competitiveness.

Keywords ： Totem ；Advertising ；Motif

1. Introduction

1.1 Research Background and Purpose

Advertising photography is a key medium in globalization. The phoenix totem， symbolizing auspiciousness， authority， and renewal， enables emotional resonance and brand storytelling. This study examines its use to reveal aesthetic and communicative effects.

1.2 Research Methods

Literature review for theoretical grounding.

Case studies of phoenix-related campaigns.

Content analysis of visual and symbolic traits.

2. Historical and Cultural Background of the Phoenix Totem

2.1 Origins and Evolution

The phoenix， traced to Neolithic imagery， symbolizes prosperity and rebirth. Over centuries， its use spread from ritual and art to clothing， architecture， and religion， where it was revered as a sacred figure. In modern China， it remains present in national symbols and creative industries.

2.2 Symbolic Significance

Auspiciousness： Sign of fortune and harmony.

Authority： Linked to imperial imagery.

Rebirth： Represents immortality and renewal.

3. Application of the Phoenix Totem in Advertising Photography

3.1 Totemic Culture as Creative Strategy

Totemic motifs， aligned with cultural psychology and market context， enhance resonance and offer symbolic resources for advertising communication.

3.2 Case Example

Fashion ads with the phoenix crown show how traditional imagery can be reinterpreted to link heritage with modern aesthetics.

4. Impact of Phoenix Totem on Advertising Communication

4.1 Visual Language and Cultural Communication

The phoenix’s ornate aesthetics generate strong visual impact and layered cultural meanings. As a signifier， it supports cultural continuity and facilitates crosscultural dialogue.

4.2 Brand Image and Competitiveness

Incorporating phoenix motifs enhances brand identity， positioning， and differentiation. It also enables innovation by merging tradition with contemporary design， while serving as a cultural ambassador in global markets.

5. Conclusion

The phoenix totem， as a traditional emblem， enriches advertising photography with symbolic and communicative power. Its integration strengthens storytelling， cultural identity， and competitiveness， while balancing heritage and modernity.

References ：

[1]Yang， M.， & Fan， C. （2015）. Skillful use of totems： Strategies for advertising creativity and brand enhancement. Youth， （26）， 86–87. https：//doi.org/10.15997/j.cnki. qnjz.2015.26.059

[2]Liu， J. （2014）. Innovative Research on Phoenix Totem Symbols in Advertising Design. Master’s thesis， Hubei University of Technology.

1、作者简介：

丁琪峰（2000.8—），男，汉族，籍贯：山东枣庄人，艺术设计学院，23 级在读研究生，硕士学位，专业：美术，研究方向：摄影