民间艺术运用于广告设计的商业价值

发布时间：2018-01-22 18:33

本文关键词： 民间艺术广告创意传统文化　出处：《赤峰学院学报(自然科学版)》2013年18期 　论文类型：期刊论文

【摘要】：民间艺术植根于优秀的传统文化中,集结了广大劳动者的智慧,为满足生产劳动而创造,实用性与经济性兼备.随着社会的进步与人们生活品质的提高,机械化的工业生产已不能满足现代人的审美需求,消费者开始追求绿色与回归自然的产品,从而推动民间艺术走向商业化与产业化道路.在商业社会中,广告充斥着每个角落,给人们留下深刻印象的除了设计、制作等因素外,创意至关重要.创意是广告设计的灵魂,对于民间艺术品牌来说,其特有的文化符号是区别于其他产品的显著特征.通过创意上的求异来提高品牌辨识度和知名度,达成品牌宣传的预期目的.二者在审美功能和创造意识上都有共性,源于生活又高于生活.在现当代广告设计的思潮中,民间艺术犹如一颗璀璨的明珠,照亮了现代广告设计的发展之路,使商业需要之中蕴育了浓郁的文化情结.
[Abstract]:Folk art is rooted in the excellent traditional culture, which gathers the wisdom of the broad masses of workers, creates to satisfy the production labor, and has both practicality and economy. With the progress of the society and the improvement of people's quality of life. Mechanized industrial production has not been able to meet the aesthetic needs of modern people, consumers began to pursue green and return to nature products, thus promoting folk art to commercialization and industrialization, in the commercial society. Advertising is full of every corner, leaving a deep impression on people in addition to design, production and other factors, creativity is the soul of advertising design, for folk art brands. Its unique cultural symbols are distinct from other products. Through creative differences to improve brand recognition and visibility. Achieve the expected purpose of brand propaganda. Both in aesthetic function and creative consciousness have common, originated from life and higher than life. In the ideological trend of modern and contemporary advertising design, folk art is like a bright pearl. Illuminates the modern advertising design development road, causes the commercial need to accumulate the rich cultural complex.
【作者单位】：皖西学院艺术学院;
【基金】：安徽省教育厅人文社科项目(SK2013B557)
【分类号】：J524.3;F713.8
【正文快照】： 1民间艺术的定义及现代广告设计的特征民间艺术是区别于其他类别的艺术形式,是根植于人们的集体意识的纯朴艺术.民间艺术所涉及的领域极其广泛,其中不乏精粹,如编织、刺绣、剪纸、皮影、剪纸等,都是耳熟能详的民间艺术,也是中华名族的文化瑰宝.不同的研究者对于民间艺术的涵

【共引文献】