传统水墨元素在现代广告设计中的运用
发布时间：2018-08-02 13:50
【摘要】：现代广告设计中的水墨情结，以及对水墨艺术的独特的语言和审美的成功借鉴，说明了水墨元素和现代广告结合的必要性和重要性。现代广告设计理念和传统水墨艺术走到一起，己经被越来越多的设计师认可和利用。用线运墨是传统的绘画形式，广告设计是现代的宣传媒体。中国水墨画的线墨形式借鉴广告设计的现代意识，广告设计继承线墨的传统表现形式，互相取长补短，相辅相成，在表现语言上另辟蹊径，在设计中独运匠心，对广告设计有很大的启发，也肯定是现代广告设计发展的大趋势。因此，，对于中国水墨艺术和现代广告设计二者相互结合的研究变得非常有价值，有利于指导水墨艺术的时代发展和现代广告设计的民族性发展。 本文通过分析中国传统水墨艺术的特点及当下的发展，介绍了现代广告设计的发展需求，论述将中国传统水墨元素运用到现代广告设计中的可能性和重要性，通过解析中国水墨艺术和现代广告设计的交叉契合，说明了中国水墨艺术对现代广告设计的重要影响及运用的表现，寻找二者的合理契合点。最后，通过赏析几个有代表性的水墨风格的成功广告案例，来结束对中国水墨元素和现代广告设计两种艺术相互契合的论证和研究。
[Abstract]:The ink complex in modern advertising design and the successful reference to the unique language and aesthetic of ink and wash art illustrate the necessity and importance of the combination of ink and wash elements with modern advertising. Modern advertising design concept and traditional ink art come together, has been recognized and used by more and more designers. Using line to transport ink is a traditional form of painting, advertising design is a modern propaganda media. The line ink form of Chinese ink painting draws lessons from the modern consciousness of advertising design, and the advertising design inherits the traditional expression form of line ink, which makes up for each other's weaknesses and complements each other. Advertising design has great inspiration, but also certainly is the trend of the development of modern advertising design. Therefore, the research on the combination of Chinese ink and ink art and modern advertising design has become very valuable, which is helpful to guide the development of ink and wash art in the times and the national character of modern advertising design. By analyzing the characteristics and current development of Chinese traditional ink and wash art, this paper introduces the development needs of modern advertising design, and discusses the possibility and importance of applying Chinese traditional ink and wash elements to modern advertising design. By analyzing the cross agreement between Chinese ink painting art and modern advertising design, this paper explains the important influence of Chinese ink and wash art on modern advertising design and the expression of its application, and finds out the reasonable joint point between them. Finally, by appreciating several successful advertising cases of Chinese ink and wash style, the author concludes the argumentation and research on the mutual agreement between Chinese ink painting elements and modern advertising design.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524
本文编号：2159640
[Abstract]:The ink complex in modern advertising design and the successful reference to the unique language and aesthetic of ink and wash art illustrate the necessity and importance of the combination of ink and wash elements with modern advertising. Modern advertising design concept and traditional ink art come together, has been recognized and used by more and more designers. Using line to transport ink is a traditional form of painting, advertising design is a modern propaganda media. The line ink form of Chinese ink painting draws lessons from the modern consciousness of advertising design, and the advertising design inherits the traditional expression form of line ink, which makes up for each other's weaknesses and complements each other. Advertising design has great inspiration, but also certainly is the trend of the development of modern advertising design. Therefore, the research on the combination of Chinese ink and ink art and modern advertising design has become very valuable, which is helpful to guide the development of ink and wash art in the times and the national character of modern advertising design. By analyzing the characteristics and current development of Chinese traditional ink and wash art, this paper introduces the development needs of modern advertising design, and discusses the possibility and importance of applying Chinese traditional ink and wash elements to modern advertising design. By analyzing the cross agreement between Chinese ink painting art and modern advertising design, this paper explains the important influence of Chinese ink and wash art on modern advertising design and the expression of its application, and finds out the reasonable joint point between them. Finally, by appreciating several successful advertising cases of Chinese ink and wash style, the author concludes the argumentation and research on the mutual agreement between Chinese ink painting elements and modern advertising design.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524
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