中国古代美术对现代平面广告设计的影响

发布时间：2018-01-31 04:19

本文关键词： 中国古代美术现在广告设计全球化国际化本土化　出处：《吉林大学》2008年硕士论文　论文类型：学位论文

【摘要】： 20世纪以来,人类社会发生了翻天覆地的变化,同时带来了现代艺术设计领域的巨大变化,各种设计风格、思潮流派层出不穷,然而,这并不意味着传统艺术的意识观念的丧失,一些传统的、民族的艺术思想仍然深深地影响着现代设计的文化理念。中国5000年文明的发展,祭奠了丰厚的民族文化资源。我们从大量的中华原始艺术、民族民间艺术、各种工艺绘画艺术以及西方现代派艺术的分析比较中,我们发现无论是在艺术观念还是在表现形式方面,中国古代传统艺术与西方现代艺术设计之间存在如此多的共性和惊人的相似之处。中国传统艺术文化的演变历史,它的许多设计方法,在今天的现代设计中,也常常被现代设计师们反复使用,虽然因为时代的变化,材料的更新,工艺的进步,使设计手法有很多变化,但它们之间的传承关系却是显而易见的。这种传承关系,不仅为中国的传统文化所独有,也为其它国家和地区所常见。本文主要从现代广告设计的现状,对中国美术的借鉴与运用、以及今后的发展方向三个角度,探索现代广告设计与古代美术因素的结合,寻求现代性与民族性的融合和一。探讨运用中国本土文化,创造出更具文化性、民族性与世界性的广告设计作品,为现代广告设计艺术提供一种有益的视角。本文首先介绍中国古代美术的历史沿革以及各个历史时期所备的特点,阐述古代美术的发展脉络;通过对中国平面广告发展的阐述,引申出中国古代美术对现代平面广告设计的影响;其次通过具体的平面广告设计案例,阐述中国古代美术对当今平面广告设计的巨大影响;同时根据目前受到经济全球化的巨大影响,现代设计存在的误区;最后,从社会、文化和消费学的角度来分析中国古代美术在现代设计中的现代性需要,提出现代计过程中,对传统图案传承的关键,古代美术仍然发挥着巨大作用,是在对传统形式的现代性转换的基础上,对民族精神的准确把握和深入阐释。如何运用中国宝贵的古代美术遗产,为现代设计服务是值得我们深深探讨的,当代设计的发展不仅仅是设计师的个人问题,而是设计师与大众的配合的问题,寻找相同的切入点,即传统文化的介入应该来说对当代设计文化具有推动作用,这或许就是传统文化对当代设计的最大意义了。本文将对此展开深入的讨论。
[Abstract]:Since 20th century, the human society has undergone earth-shaking changes, at the same time brought great changes in the field of modern art and design, a variety of design styles, schools of thought emerge in endlessly, however. This does not mean the loss of the consciousness of traditional art, some traditional, national artistic ideas still deeply affect the cultural concept of modern design. The development of Chinese civilization in 5000. We pay tribute to the rich national cultural resources. We analyze and compare a large number of Chinese primitive art, national folk art, various art of craft painting and western modernist art. We find that there are so many similarities and similarities between Chinese traditional art and western modern art design in terms of artistic concepts and forms of expression. The history of the evolution of Chinese traditional art and culture, its many design methods, in today's modern design, but also often used by modern designers, although due to the changes of the times, the update of materials. The progress of technology has made many changes in design techniques, but the inheritance relationship between them is obvious. This inheritance relationship is not only unique to Chinese traditional culture, but also common in other countries and regions. This paper explores the combination of modern advertising design and ancient art from the three angles of the present situation of modern advertising design, the reference and application of Chinese fine arts, and the development direction in the future. Explore the use of Chinese native culture to create more cultural, national and worldwide advertising design works. This paper first introduces the history of ancient Chinese fine arts and the characteristics of each historical period, expounds the development of ancient art; By expounding the development of Chinese print advertising, the influence of ancient Chinese art on modern graphic advertising design is extended. Secondly, through the concrete plane advertisement design case, elaborated the Chinese ancient art to the present plane advertisement design enormous influence; At the same time, according to the great influence of economic globalization, modern design has some misunderstandings. Finally, from the point of view of society, culture and consumption, this paper analyzes the modern needs of Chinese ancient art in modern design, and puts forward the key to the inheritance of traditional patterns in the process of modern design. Ancient art is still playing a great role in the transformation of traditional forms of modernity on the basis of accurate understanding and in-depth interpretation of the national spirit. How to use China's precious ancient art heritage for the service of modern design is worth discussing deeply. The development of contemporary design is not only a personal problem of designers, but also a problem of coordination between designers and the public. Looking for the same breakthrough point, that is, the intervention of traditional culture should promote contemporary design culture, which may be the greatest significance of traditional culture to contemporary design.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J524.3

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