地域文化元素在广告创意中的运用研究

发布时间：2018-01-26 21:02

本文关键词： 地域文化广告造型表现创意　出处：《沈阳航空工业学院》2010年硕士论文　论文类型：学位论文

【摘要】： 我国的地域文化作为一种文化形态,是伴随着中华民族生生不息的漫长历史而产生发展的。由于我国历史上多次文化中心的迁移导致地域及民族之间文明基准的不平行发展,呈现出多类型、多层次的地域文化现象。为了更好更贴切的传达商品的信息,继承和发展我国经典艺术文化,打造出真正属于本民族又能被更多的人接受认同的优秀作品,本文针对如何有效地在广告创意中运用传统的地域文化元素的问题进行了研究。主要工作内容如下: 首先,从符号元素的角度对地域文化进行研究,按照造型元素和表现形式将地域文化元素分门别类,总结了地域文化的特点,理清地域文化中的造型形式与审美观念的联系、表现方式与思维方式之间的关系,并进一步指出地域文化与广告之间的密切关系,从而得出为何要运用地域文化元素进行广告创意设计。其次对广告创意的国内外现状及趋势进行分析,指出适合于中国的广告创意方式。目前国内广告创意注重消费者的心理需求和文化需求。运用地域文化于广告创意中是适合于现代中国广告的发展趋势,有利于提升地域品牌形象。最后对现今广告创意中地域文化元素中图形图像、文字和色彩的应用方式进行分类并得出本文结论。
[Abstract]:China's regional culture as a form of culture. Along with the endless history of the Chinese nation and development. Because of the transfer of cultural centers in the history of our country led to the non-parallel development of the regional and national civilization standards, showing a variety of types. Multi-level regional cultural phenomenon. In order to better and more appropriately convey the information of commodities, inherit and develop the classical art culture of our country, create the excellent works that belong to this nation and can be accepted by more and more people. This paper studies how to effectively apply the traditional regional cultural elements in advertising creativity. The main contents of the work are as follows: First of all, from the perspective of symbol elements to study regional culture, according to the modeling elements and manifestations of regional cultural elements are classified, summed up the characteristics of regional culture. It clarifies the relationship between the form of modeling and aesthetic concept in the regional culture, the relationship between the mode of expression and the mode of thinking, and further points out the close relationship between the regional culture and the advertisement. Therefore, why to use the elements of regional culture advertising creative design. Secondly, it analyzes the current situation and trend of advertising creativity at home and abroad. This paper points out the suitable advertising creative way in China. At present, the domestic advertising creativity focuses on the psychological and cultural needs of consumers. The use of regional culture in advertising creativity is suitable for the development trend of modern Chinese advertising. It is helpful to promote the regional brand image. Finally, the paper classifies the application of graphics, images, words and colors in the elements of regional culture in advertising creativity and draws the conclusion of this paper.
【学位授予单位】：沈阳航空工业学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

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