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本文从表现主义出发,简要分析了表现主义的文化特征,阐述了现代服装品牌广告的定位、原则和思维特点。本文重点从表现主义绘画创作与平面广告的关系角度入手,运用文献佐证、案例分析和图片分析等方法,就表现主义绘画在理念上、图案上、构图上、色彩上及其它方面的表现方式对近年来国际品牌服装的平面广告的渗透和影响进行分析、归纳和总结。本文的研究有助于平面广告设计师和时装摄影师加强对于表现主义手法的运用,制作出符合服装品牌文化定位和精神内涵的平面广告。
Starting from expressionism, this article briefly analyzes the cultural characteristics of expressionism, expounds the orientation, principle and thinking characteristics of modern clothing brand advertising. This article focuses on the relation between expressionist painting and print advertisement. By means of documentary evidence, case analysis and image analysis, this paper analyzes the expression patterns of expressionism in terms of concept, pattern, composition, color and other aspects In recent years, international brands of print ads infiltration and impact analysis, summarized and summarized. The research in this article will help print designers and fashion photographers to strengthen their use of expressionist techniques and produce print advertisements in line with the cultural orientation and spirit of the clothing brand.