纵深处的历史—关于中国古代广告设计观念的探讨

发布时间：2018-01-27 15:42

本文关键词： 中国古代广告古代图形创意古代文字创意古代广告形式　出处：《天津工业大学》2008年硕士论文　论文类型：学位论文

【摘要】： 在全球一体化的进程中,国外各种艺术思潮蜂拥而至,“洋汁洋味”的视觉符号受到热烈追捧,而“本土化”视觉语言的“失语”现象非常突出。中国古代广告文化作为民族传统文化的重要组成部分,具有重要的历史研究价值,针对其经常被忽视,甚至被轻视的现状,如何挽回这一文化颓势成为当前的重要任务。中国传统文化是民族文化的精神内核,是民族文化发展和延续的基础,是现代艺术设计的根本出发点和精神源泉。随着国力的增强以及2008奥运会的到来,中国重新成为世界瞩目的焦点,中国传统文化也日益受到人们的重视,越来越多的优秀设计作品加入到民族风格的行列,从2008奥运会金牌“金镶玉”及奥运火炬的设计中便可看出些许端倪。早在远古时期,先民们就已创造出了大量几何图形,如仰韶文化时期的彩陶,已涉及到几何图形的诸多构图法,充满神秘气息和想象力。随后的商周、春秋战国、秦汉、盛唐、宋元明清时期,虽然每个朝代的文化艺术活动都受到当时政治、经济等的影响,但均表现的相当活跃,并不断的发展演变,特别在明清时期,艺术与广告文化更趋于成熟。本文以辩证唯物主义和历史唯物主义为指导,立足于中国传统的设计文化,透过引用古今实例,着重对中国古代广告设计中的图形创意观念、文字创意观念及传统图形在现代设计中的应用进行分析探讨,力求挖掘和发展本民族传统文化中具有强大生命力的形式结构,总结出对现代设计文化合理的因素,探索具有民族特色的广告文化之路。
[Abstract]:In the process of global integration, a variety of foreign artistic trends of thought flock to, "foreign juice and foreign flavor" of the visual symbol is warmly sought after. The phenomenon of "aphasia" of "localization" visual language is very prominent. As an important part of national traditional culture, Chinese ancient advertising culture has important historical research value, which is often ignored. Even belittled the status quo, how to reverse this cultural decline has become an important task. Chinese traditional culture is the spiritual core of national culture and the basis for the development and continuation of national culture. It is the basic starting point and spiritual source of modern art design. With the increase of national strength and the arrival of 2008 Olympic Games, China has become the focus of the world attention again, and Chinese traditional culture has been paid more and more attention. More and more excellent design works join the national style, from the 2008 Olympic gold medal "jade" and the design of the Olympic torch can see some clues. As early as ancient times, the ancestors have created a large number of geometric figures, such as the Yangshao Culture period of painted pottery, has involved a lot of geometric graphics composition, full of mystery and imagination. Spring, Autumn and warring States, Qin and Han dynasties, prosperous Tang, Song, Yuan, Ming and Qing dynasties, although each dynasty's cultural and artistic activities were affected by the political, economic and other at that time, but they are very active, and continue to develop and evolve. Especially in the Ming and Qing dynasties, art and advertising culture tended to mature. Under the guidance of dialectical materialism and historical materialism, based on the traditional Chinese design culture, this paper focuses on the graphic creative ideas in the ancient advertising design of China by citing the ancient and modern examples. In order to explore and develop the form structure with strong vitality in the traditional culture of this nation, the paper analyzes and discusses the application of creative ideas and traditional graphics in modern design. This paper summarizes the reasonable factors of modern design culture and explores the road of advertising culture with national characteristics.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

【共引文献】