隋唐文化元素在西安地产广告创意中的应用研究
发布时间：2019-01-24 20:27
【摘要】：伴随着西安经济的快速发展,在西安地产广告与国际接轨的现实背景下,西安地产广告的国际化设计趋势日益明显,已经不受某种特定风格的局限,这种东西文化的交融和撞击必将对西安的地产广告带来众多利弊问题。西安是一个有着深厚文化底蕴的历史文化古城,文化发展以隋唐最为鼎盛,其博大和璀璨的历史文化感染着我们每一代长安人,因此我们设计者应该继承和发扬西安的历史文化传统,更应深刻的挖掘西安的历史文化底蕴,把这些璀璨的历史文化应用于现代的设计中,以此走出一条有西安特色的地产创意路线。西安的房地产广告设计已经发展了数多年,但是发展至今在其中仍然过多的夹杂着西方的审美观念和审美内容,还没有充分的挖掘出西安的本土文化底蕴。所以如何真正的将西安特有的文化理念与西安房地产广告相结合,设计出更多有商业价值、有客户认可的作品,笔者认为这是值得我们去探讨的一个问题。 本文主要从设计艺术学和文化研究角度对西安房地产广告进行分析和研究,在现有的理论观点基础上结合对西安地产广告业的走访和调研分析,以达到对命题的充分研究论证。本文采取文献研究法,纵横对比法和案例分析法等研究方法,按照广告学所具有的内在逻辑进行充分的研究解析,使得在辩证和逻辑上具有连贯性和条理性。本文正是从长安文化中隋唐艺术的特征以及西安房地产广告业现存的问题为切入点,总结隋唐艺术元素对西安房地产广告业发展的重要性,找到其独特的设计理念特点,分析其独特设计形态在实际生活中应用的合理性,从而得出隋唐文化元素在西安房地产广告创意中应用的现实意义,从中提升对西安房地产广告产业发展的认知。
[Abstract]:With the rapid development of Xi'an economy, under the realistic background that Xi'an real estate advertisement is in line with the international practice, the international design trend of Xi'an real estate advertisement has become increasingly obvious and has not been restricted by a certain specific style. This kind of east-west culture blending and impingement will bring many advantages and disadvantages to Xi'an real estate advertisement. Xi'an is an ancient historical and cultural city with profound cultural heritage. Its cultural development is most prosperous in the Sui and Tang dynasties, and its vast and resplendent history and culture infect every generation of Changan people. Therefore, we designers should inherit and carry forward the historical and cultural traditions of Xi'an, and dig deeply into the historical and cultural details of Xi'an, and apply these brilliant historical cultures to modern design. In this way out of a real estate creative line with Xi'an characteristics. Xi'an real estate advertising design has been developed for several years, but the development of which is still too much mixed with the western aesthetic concepts and aesthetic content, has not fully excavated the local culture of Xi'an. Therefore, how to truly combine Xi'an unique cultural concept with Xi'an real estate advertising, and design more works with commercial value and customer recognition, I think this is a problem worthy of our discussion. This article mainly from the design art and the cultural research angle carries on the analysis and the research to the Xi'an real estate advertisement, unifies the visit and the investigation analysis to the Xi'an real estate advertisement industry on the basis of the existing theory viewpoint, in order to achieve the full research demonstration to the proposition. In this paper, the methods of literature research, vertical and horizontal contrast and case analysis are adopted to make a full analysis according to the inherent logic of advertising, which makes the dialectical and logical coherence and coherence. From the characteristics of the art in the Sui and Tang dynasties in Changan culture and the existing problems of the real estate advertising industry in Xi'an, this paper summarizes the importance of the artistic elements of the Sui and Tang dynasties to the development of the real estate advertising industry in Xi'an, and finds out the characteristics of its unique design concept. This paper analyzes the rationality of the application of its unique design form in real life, and concludes the practical significance of the application of the cultural elements of Sui and Tang dynasties in the real estate advertising of Xi'an, and promotes the cognition of the development of the real estate advertising industry in Xi'an.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3;G122
本文编号：2414824
[Abstract]:With the rapid development of Xi'an economy, under the realistic background that Xi'an real estate advertisement is in line with the international practice, the international design trend of Xi'an real estate advertisement has become increasingly obvious and has not been restricted by a certain specific style. This kind of east-west culture blending and impingement will bring many advantages and disadvantages to Xi'an real estate advertisement. Xi'an is an ancient historical and cultural city with profound cultural heritage. Its cultural development is most prosperous in the Sui and Tang dynasties, and its vast and resplendent history and culture infect every generation of Changan people. Therefore, we designers should inherit and carry forward the historical and cultural traditions of Xi'an, and dig deeply into the historical and cultural details of Xi'an, and apply these brilliant historical cultures to modern design. In this way out of a real estate creative line with Xi'an characteristics. Xi'an real estate advertising design has been developed for several years, but the development of which is still too much mixed with the western aesthetic concepts and aesthetic content, has not fully excavated the local culture of Xi'an. Therefore, how to truly combine Xi'an unique cultural concept with Xi'an real estate advertising, and design more works with commercial value and customer recognition, I think this is a problem worthy of our discussion. This article mainly from the design art and the cultural research angle carries on the analysis and the research to the Xi'an real estate advertisement, unifies the visit and the investigation analysis to the Xi'an real estate advertisement industry on the basis of the existing theory viewpoint, in order to achieve the full research demonstration to the proposition. In this paper, the methods of literature research, vertical and horizontal contrast and case analysis are adopted to make a full analysis according to the inherent logic of advertising, which makes the dialectical and logical coherence and coherence. From the characteristics of the art in the Sui and Tang dynasties in Changan culture and the existing problems of the real estate advertising industry in Xi'an, this paper summarizes the importance of the artistic elements of the Sui and Tang dynasties to the development of the real estate advertising industry in Xi'an, and finds out the characteristics of its unique design concept. This paper analyzes the rationality of the application of its unique design form in real life, and concludes the practical significance of the application of the cultural elements of Sui and Tang dynasties in the real estate advertising of Xi'an, and promotes the cognition of the development of the real estate advertising industry in Xi'an.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3;G122
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