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中国广告设计理论的研究如果追溯到改革开放以来,不难发现,除了极少数的成功案例以外,可以说是一个缺少本土文化民族信息的历史。虽然这一时期也涌现了一些优秀的设计作品,但是现在看来大多数作品明显没有创新意识。此文重点研究的问题在于,明确中国是有着几千年底蕴的古国,它是一个国家自然、经济、政治意识等多种因素共同作用形成和积累的最终产物。一些原有的文化精神会影响今日的社会发展,而影响社会发展最敏感的要素之一就是设计,它可以说是社会发展的温度计,始终占据着设计的前沿位置。中国广告设计应该发挥自身优势,将本土文化融入广告设计作品当中。
If the study of China’s advertising design theory traces back to the reform and opening up, it is not difficult to find that except for a few successful cases, it can be said that it is a history of lacking of local cultural and ethnic information. Although some excellent works of art have also emerged during this period, it seems obvious that most of the works now clearly lack innovation awareness. The key point of this paper is to make it clear that China is an ancient country with thousands of years of experience. It is the final product of the formation and accumulation of a country’s multiple factors of nature, economy and politics. Some of the original cultural spirits will affect today’s social development. One of the most sensitive elements affecting social development is design. It can be said that the thermometer for social development always occupies the forefront of design. Chinese advertising design should play its own advantages, the local culture into advertising design work.