水墨元素在广告设计中的应用研究

发布时间：2018-06-02 13:01

本文选题：传统水墨 + 水墨　；参考：《河南师范大学》2013年硕士论文

【摘要】：从现当代的设计作品中我们可以看到，关于水墨元素的运用越来越广泛，尤其是自中国举办2008年奥运会以来，更是进入了发展的黄金时期。水墨元素之所以越来越多的出现在设计作品中，，是因水墨元素能够比较全面的体现中华民族的精神面貌和文化底蕴，从中可以看出设计民族化的进步。但是从这些设计作品中我们也可以看到存在的一些问题如：水墨元素在不分场景、内容的情况下被强制进入设计中；将东方的水墨艺术与西方艺术混淆等等。出现这种问题的根源一般是由设计师对文化的理解程度、审美的价值取向不同所引起的。本论文简要论述了水墨元素和广告设计的特点，对水墨元素在现代广告设计中的应用价值与体现形式、表现手法、审美内涵、文化内涵及其应用中的问题等方面进行剖析，并结合现代广告应用的实例进行论述，进而对现代广告利用水墨元素进行设计的可行性与操作性进行分析。我们应当正面地去理解水墨，客观的看待水墨，将传统水墨元素合理运用于现代广告的创意设计及品牌传播的过程中，推进广告设计的发展，弘扬中华民族深厚的文化底蕴。
[Abstract]:From the modern and contemporary design works we can see that the use of ink elements is more and more extensive especially since China hosted the 2008 Olympic Games it has entered a golden period of development. The reason why more and more ink elements appear in the design works is because the ink elements can fully reflect the spiritual outlook and cultural background of the Chinese nation, from which we can see the progress of design nationalization. But from these design works we can also see that there are some problems such as: the elements of ink and wash are forced into the design regardless of scene and content; the East ink art and western art are confused and so on. The root of this problem is generally caused by the designer's understanding of culture and aesthetic value orientation. This paper briefly discusses the characteristics of ink and wash elements and advertising design, and analyzes the application value and embodiment form, expression technique, aesthetic connotation, cultural connotation and problems in modern advertising design of ink and wash elements in modern advertising design. The feasibility and maneuverability of the design of modern advertisement by using ink elements are analyzed with the example of modern advertisement application. We should understand ink positively, treat ink objectively, apply traditional ink elements reasonably to the creative design of modern advertising and the process of brand communication, promote the development of advertising design and carry forward the profound cultural heritage of the Chinese nation.
【学位授予单位】：河南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

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