中国文化元素在现代平面广告设计中的运用与研究

发布时间：2018-03-25 14:43

本文选题：中国文化元素　切入点：平面广告　出处：《青岛科技大学》2012年硕士论文

【摘要】：一个国家的设计风格是由独特的历史文化及社会环境等综合因素所决定的，因此其设计风格也应该是独特的。中国文化元素源自中国传统文化，扎根于中国社会历史，是中华民族文化的重要体现，为现代艺术设计提供了取之不尽用之不竭的创意素材。将中国文化元素应用于现代平面广告设计，不只是对传统文化的传承，更是新时期中华民族的一种语言，一种文化观念，一种参与世界文化交流的意识形态。本文将中国文化元素作为研究对象，从广告学角度诠释中国文化元素的概念，从梳理平面广告设计中对于中国文化元素的认知和应用，分析其在现代平面广告设计领域的特性，明确研究指向，探讨中国文化元素应用于平面广告设计中的总体思路、合理方式和发展方向，并在借鉴国内外设计发展经验的基础上，，提出具有中国特色的中国式平面广告设计，从而为中国设计行业的发展并提升中国品牌竞争力提供参考。
[Abstract]:The design style of a country is determined by the unique historical culture and social environment, so its design style should also be unique. The elements of Chinese culture are derived from Chinese traditional culture and rooted in the history of Chinese society. It is an important embodiment of Chinese national culture and provides inexhaustible creative material for modern art design. Applying Chinese cultural elements to modern graphic advertising design is not only a heritage of traditional culture. It is also a language, a cultural concept and an ideology to participate in the cultural exchange of the world. This paper takes the Chinese cultural elements as the research object, interprets the concept of the Chinese cultural elements from the perspective of advertising, and combs the cognition and application of the Chinese cultural elements in the graphic advertising design. This paper analyzes its characteristics in the field of modern graphic advertising design, clarifies the research direction, probes into the general ideas, reasonable ways and development direction of the application of Chinese cultural elements in graphic advertising design, and draws lessons from the experience of domestic and foreign design development. This paper puts forward the Chinese graphic advertising design with Chinese characteristics, which can provide reference for the development of Chinese design industry and the promotion of Chinese brand competitiveness.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

【参考文献】