从民间吉祥图形 福禄寿喜中 寻找广告的创意

发布时间：2018-01-14 23:03

  本文关键词：从民间吉祥图形 福禄寿喜中 寻找广告的创意　出处：《中南民族大学》2011年硕士论文　论文类型：学位论文

  更多相关文章： 图形 创意 元素 沿用

【摘要】：“福禄寿喜”图形是传统吉祥民间图形的一部分,与“吉利祥瑞”观念密切相关,它不仅仅反应了中国民众的价值观念、审美理想、道德伦理观念以及造型观念,而且鼓舞、引导人们走向乐观向上、理想圆满的生活境界。“福禄寿喜”图形题材多样,造型手法多变,一般而言人物神yG,祥禽瑞兽,仙花芝草,祥物宝器以及神话传说、历史故事都是吉祥观念的形象化载体,而图形构成、造型的视觉传达则有象征、寓意、谐音、及文字、符号等不同方法。作为一种观念性、象征性的视觉艺术形式,“福禄寿喜”吉祥图形表达了中国民众特殊的思想意识和精神寄托,从中亦可以展现传统装饰艺造型观念和造型手法的特征。 不论宫廷艺术、文人艺术、抑或民间艺术,在不同的历史时期都出现过以吉祥为创作主题和表现内容的艺术形式,这种主题或艺术形式或多或少地出现在这些阶层的艺术创作中,或隐或显地表达了人们精神观念和精神寄托,这种精神观念也是与传统文化观念一脉相承的。福寿平安,喜庆吉祥,是中华民族千古永恒的热望和追求。民间谚语:“吉者福善之事,祥者嘉庆之征。”福禄寿喜,用来寄托良好愿望,渲染喜庆气氛,祈福致祥,已成为中国人热爱生活,努力创造幸福、美满和财富的心理的外在反映。尤其是民间艺术,吉祥主题始终是贯穿其中的主要内容,民间艺术中的福禄寿喜图并不仅仅是艺术审美形象本身,而且是与普通民众的精神需求和生活追求紧密结合的富有现实意义的艺术形象。而这样的民间艺术形式如何与在当前的广告形式相结合在研究上还没有广泛展开,因此,作为设计资源尚待我们充分地加以利用,并在现代广告创意中得到体现。
[Abstract]:"Fortune" image is part of the traditional auspicious folk graphics, is closely related with the "auspicious" concept, it not only reflects the values, China people's aesthetic ideal, moral ethic and other ideas, and encourage, guide people to optimism, the ideal realm of life complete. "Fortune" graphics various themes, style and general character of God yG, Xian Hua Zhi grass, Xiang ruishou birds, the mascot jewels and myths and legends, historical stories are vivid carrier of auspicious concept, and graphics, models of visual communication is a symbol, meaning, homonym, and text, symbols of different methods. As a kind of idea, the symbolic form of visual art, "fortune" auspicious graphics express China people's special ideology and spirit, which also can show the traditional decorative art and ideas The characteristics of the modeling technique.
Whether palace art, literary art, or folk art, in different historical periods have appeared to lucky for the creation of theme and content of the art form, the theme or art form more or less in these classes of artistic creation, either explicitly or implicitly express the people's spiritual concept and spirit, the spirit of the concept also with the traditional cultural values of the same strain. Fushou peace, happy auspicious, the Chinese nation is the eternal eternal longing and pursuit. Folk proverb: "what good Ji Xiang, Jiaqing syndrome." Fukulu Zuki, for sustenance of good wishes, rendering the festive atmosphere, blessing by Cheung, has become Chinese love life to create a happy, happy, and a wealth of psychological externalreflection. Especially the folk art, auspicious theme is always the main content through the folk art in the Fulu Shou Xitu not only Is the art of aesthetic image itself, and is closely integrated with the ordinary people's spiritual needs and pursuit of life meaningful artistic image. This folk art form in the current advertising and how to combine the form in research is not extensive, therefore, as the design resources have yet to be fully utilized. This is embodied in the modern advertisement.

【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3

【引证文献】

相关硕士学位论文 前1条

1 张盼盼;基于酒类广告的酒文化传播研究[D];山西大学;2012年

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