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平面广告作为现代商品销售的重要宣传途径,不断探究如何利用平面广告达到吸引消费者、刺激消费者,从而使消费者对广告宣传内容产生兴趣将十分重要。除此之外,现代平面广告还需要包含较多公益宣传、人文精神等特质内容,从而与当代中国特色社会主义相互融合。这些现状使当前国内平面广告设计所需包含更加丰富的艺术元素、文化内涵等,从而给当代平面广告的设计带来了巨大的挑战。这一挑战的存在,更是对艺术创新的挑战。为此,在本文中作者将结合自身多年从事该领域研究经验,通过对大量文献进行阅读与研究基础上,对平面广告设计的“隐性美”概念进行研究,从艺术角度探讨如何更为丰富与实质塑造艺术美的途径。
As an important publicity approach to modern product sales, print ads are constantly exploring how to use print ads to attract consumers and motivate consumers so that consumers are interested in advertising content. In addition, modern print ads also need to include more publicity, humanistic spirit and other characteristics of content, so as to integrate with the contemporary socialism with Chinese characteristics. These current situations make the current domestic print advertising design need to include more artistic elements, cultural connotation, etc., thus posing a huge challenge to the design of contemporary print ads. The existence of this challenge is even more a challenge to artistic innovation. For this reason, in this article, the author will combine his years of research experience in this field, based on the reading and research of a large number of documents, to study the concept of “hidden beauty” of graphic advertisement design, Ways to Shape Artistic Beauty for Abundance and Substance.