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汉字中蕴含着独特的思维模式,是中华民族最伟大的创造之一,尤其在我国几千年来的文化发展与艺术设计中显示了其深远的影响力。汉字思维在广告设计中的科学应用更容易唤起人们文化思想的共鸣,从而达到国人的审美标准。本文重点研究了广告设计中汉字构型思维、演化思维以及文化思维的运用,以更好地掌握广告设计中的汉字思维,充分发挥文化思维在广告设计中的重要作用,进一步保障现代广告事业发展的内涵性和历史文化意义。
Chinese characters contain a unique mode of thinking, which is one of the greatest creations of the Chinese nation. In particular, its profound influence has been demonstrated in the cultural development and artistic design in China for thousands of years. Chinese characters in the advertising design of scientific applications more likely to arouse the resonance of people’s cultural ideas, so as to achieve the aesthetic standards of the people. This paper focuses on the use of the Chinese characters in the advertising design thinking, evolutionary thinking and cultural thinking in order to better grasp the Chinese characters in advertising design thinking, give full play to cultural thinking in the advertising design of the important role in further protection of the modern advertising career The connotation and historical and cultural significance.