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在现代的广告设计中,大量使用了图片图像作为载体,占据了主要地位。通过关注我们周围的世界,图片图像元素可以说是无处不在,但在我们的生活中和文化的传播过程中文字的图像作用却越来越被忽略,仅仅起到了配释的作用。作为中华民族文字的汉字可以说是史上结构最严谨的象形和表意的文字,不仅仅作为文字的的形式出现还具有形象性、隐喻性,本文以汉字在广告设计教学中的运用为方向,希望通过用了解汉字的特征和文化内涵,结合汉字的形象特征,运用现代的设计手法呈现汉字新的视觉形象,创造丰富的现代广告设计表达手段。
In modern advertising design, extensive use of image as a carrier, occupy a major position. By focusing on the world around us, the image elements of a picture can be said to be ubiquitous. However, the image function of a picture in our life and in the process of cultural transmission is increasingly being ignored and only played a role of release. The Chinese characters as the Chinese characters can be said to be the most rigorous pictographs and ideographic characters in history, not only as a form of words, but also as images and metaphors. This article takes the application of Chinese characters in advertisement design and teaching as a direction, and hopes Through the understanding of the characteristics of Chinese characters and cultural connotation, combined with the image of Chinese characters, the use of modern design techniques presented a new visual image of Chinese characters, and create a rich modern advertising design and expression means.