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广告是带有艺术色彩但功利性十足的商业行为,意境是中华民族传统审美理念的集中体现。广告与意境的相遇,将是一场现代与古典的嫁接,商业与艺术的融合,在古为今用中发掘中国传统文化艺术的精髓。至此广告不再是王婆卖瓜般的自夸自卖,而是在言已尽而意无穷中让你对一个品牌从此情有独钟。本文主要对广告的意境,广告意境营造的背景及其必要性,广告意境营造的原则及需要注意的问题四个方面进行一些探讨。
Advertising is an artistic but full of utilitarian business practices, artistic conception is the concentrated expression of the traditional aesthetic concept of the Chinese nation. The encounter between advertisement and artistic conception will be a fusion of modern and classical grafting, commerce and art, and will explore the essence of Chinese traditional culture and art in ancient and modern times. At this point the advertisement is no longer a boastful boast of self-proclaimed sell, but in the words have done nothing to make you a soft spot from a brand. This article mainly discusses the conception of advertising, the background and necessity of creating advertising conception, the principle of creating advertising conception and the problems needing attention.