中国传统绘画元素在现代平面广告设计中的应用研究

发布时间：2018-01-13 14:34

本文关键词：中国传统绘画元素在现代平面广告设计中的应用研究　出处：《西北师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：研究中国传统绘画元素在现代平面广告设计中的应用，探究中国传统绘画元素和现代平面广告设计产生的历史及文化精神内涵。分析中国传统绘画元素如何在现代平面广告设计中呈现，如何将中国传统绘画元素的创意应用融入现代平面广告设计中。中国传统绘画元素在现代平面广告设计中的加入给作品的创新提供了更为广阔的空间，由中国传统绘画元素所构成的各种广告设计，或高雅、或古朴、或灵动，更能增强广告设计作品的文化内涵。本文主要研究的是中国传统绘画元素即中国画元素在现代平面广告设计中的应用，现代平面广告设计艺术作为大众媒体与中国传统绘画元素相结合，能够形成气势之美、含蓄之美、意境之美等审美特征，现代平面广告设计处在纯艺术和应用设计的交叉点上，兼有绘画和设计的特点，具有高度的象征性，在这样结合的情况下能透射出深厚民族文化底蕴的视觉艺术。被誉为国粹的中国传统绘画是中华民族传统文化的重要组成部分，它一直到现代影响着中华民族甚至整个东方民族的审美情趣。将中国传统绘画元素巧妙的运用于现代平面广告设计中，，中国传统文化内涵与民族特色将会在设计作品中增加，提高设计水平与质量，让我们的文化产品打入国际市场，对促进我国现代化建设，有着极为重要的现实意义。如何以现代平面广告设计的成功实例为素材，从设计观念与思维、设计风格与手段、材料选择与运用等各方面系统而深入地研究中国传统绘画元素在平面广告设计中的意义、作用、创新与应用。是我们研究的重要内容，因此,平面广告设计中注入中国传统绘画元素有着非常重要的文化意义。
[Abstract]:This paper studies the application of Chinese traditional painting elements in modern graphic advertising design. This paper probes into the historical and cultural spirit of the elements of Chinese traditional painting and modern graphic advertising design, and analyzes how the elements of Chinese traditional painting are presented in the modern graphic advertising design. How to integrate the creative application of Chinese traditional painting elements into modern graphic advertising design. The addition of Chinese traditional painting elements in the modern graphic advertising design provides a broader space for the innovation of works. Various advertising designs composed of Chinese traditional painting elements are elegant or simple. Or smart, can enhance the cultural connotation of advertising design works. This paper mainly studies the application of traditional Chinese painting elements in modern graphic advertising design. As a combination of mass media and Chinese traditional painting elements, modern graphic advertising design art can form aesthetic features such as the beauty of momentum, the beauty of implication, the beauty of artistic conception, and so on. Modern graphic advertising design is at the intersection of pure art and applied design. It has the characteristics of painting and design and has a high degree of symbolism. In such a combination of circumstances can transmit the profound cultural heritage of the visual arts. The Chinese traditional painting, known as the quintessence of the Chinese nation, is an important part of the traditional culture of the Chinese nation. It has influenced the aesthetic taste of the Chinese nation and even the whole oriental nation until the modern era. The elements of Chinese traditional painting have been skillfully applied in the modern graphic advertising design. The connotation of Chinese traditional culture and national characteristics will increase in the design works, improve the design level and quality, let our cultural products enter the international market, promote the modernization of our country. It has very important practical significance. How to take the successful example of modern graphic advertising design as the material, from the design concept and thinking, design style and means. Selection and application of materials and other aspects of a systematic and in-depth study of the traditional Chinese painting elements in the graphic advertising design significance, role, innovation and application, is an important part of our research, therefore. It is of great cultural significance to inject Chinese traditional painting elements into graphic advertising design.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J51

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