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在广告设计中,多是现代主义设计风格,虽在产品广告形式上有很多值得肯定的方面,但普遍缺乏历史感和文化意义。纵观今天的产品广告和现代平面设计形式,更多的是只重视现代时尚元素、缺少内涵,导致产品内容与外在包装脱节,即华丽的外衣内不知是何物,常引起消费者的误读甚至对产品充满怀疑。其原因是过于追求外在形式而取代了内在含义。内在含义怎样表现呢?除了准确无误解读产品外,历史感和文化意义是体现其内在含义的重要因素。
In advertising design, mostly modernist design style, although there are many aspects of product advertising to be sure, but the general lack of historical sense and cultural significance. Throughout today’s product advertising and modern graphic design, more emphasis is only on the elements of modern fashion, the lack of content, resulting in product content and external packaging out of touch, that gorgeous garment I do not know what is often caused by consumer mistakes Reading or even full of doubt on the product. The reason is that the excessive pursuit of external forms and replace the internal meaning. How to express the intrinsic meaning? In addition to accurate and accurate interpretation of the product, the sense of history and cultural significance is an important factor to reflect its intrinsic meaning.