【摘要】：伴隨著西安經(jīng)濟(jì)的快速發(fā)展,在西安地產(chǎn)廣告與國(guó)際接軌的現(xiàn)實(shí)背景下,西安地產(chǎn)廣告的國(guó)際化設(shè)計(jì)趨勢(shì)日益明顯,已經(jīng)不受某種特定風(fēng)格的局限,這種東西文化的交融和撞擊必將對(duì)西安的地產(chǎn)廣告帶來眾多利弊問題。西安是一個(gè)有著深厚文化底蘊(yùn)的歷史文化古城,文化發(fā)展以隋唐最為鼎盛,其博大和璀璨的歷史文化感染著我們每一代長(zhǎng)安人,因此我們?cè)O(shè)計(jì)者應(yīng)該繼承和發(fā)揚(yáng)西安的歷史文化傳統(tǒng),更應(yīng)深刻的挖掘西安的歷史文化底蘊(yùn),把這些璀璨的歷史文化應(yīng)用于現(xiàn)代的設(shè)計(jì)中,以此走出一條有西安特色的地產(chǎn)創(chuàng)意路線。西安的房地產(chǎn)廣告設(shè)計(jì)已經(jīng)發(fā)展了數(shù)多年,但是發(fā)展至今在其中仍然過多的夾雜著西方的審美觀念和審美內(nèi)容,還沒有充分的挖掘出西安的本土文化底蘊(yùn)。所以如何真正的將西安特有的文化理念與西安房地產(chǎn)廣告相結(jié)合,設(shè)計(jì)出更多有商業(yè)價(jià)值、有客戶認(rèn)可的作品,筆者認(rèn)為這是值得我們?nèi)ヌ接懙囊粋�(gè)問題。 本文主要從設(shè)計(jì)藝術(shù)學(xué)和文化研究角度對(duì)西安房地產(chǎn)廣告進(jìn)行分析和研究,在現(xiàn)有的理論觀點(diǎn)基礎(chǔ)上結(jié)合對(duì)西安地產(chǎn)廣告業(yè)的走訪和調(diào)研分析,以達(dá)到對(duì)命題的充分研究論證。本文采取文獻(xiàn)研究法,縱橫對(duì)比法和案例分析法等研究方法,按照廣告學(xué)所具有的內(nèi)在邏輯進(jìn)行充分的研究解析,使得在辯證和邏輯上具有連貫性和條理性。本文正是從長(zhǎng)安文化中隋唐藝術(shù)的特征以及西安房地產(chǎn)廣告業(yè)現(xiàn)存的問題為切入點(diǎn),總結(jié)隋唐藝術(shù)元素對(duì)西安房地產(chǎn)廣告業(yè)發(fā)展的重要性,找到其獨(dú)特的設(shè)計(jì)理念特點(diǎn),分析其獨(dú)特設(shè)計(jì)形態(tài)在實(shí)際生活中應(yīng)用的合理性,從而得出隋唐文化元素在西安房地產(chǎn)廣告創(chuàng)意中應(yīng)用的現(xiàn)實(shí)意義,從中提升對(duì)西安房地產(chǎn)廣告產(chǎn)業(yè)發(fā)展的認(rèn)知。
[Abstract]:With the rapid development of Xi'an economy, under the realistic background that Xi'an real estate advertisement is in line with the international practice, the international design trend of Xi'an real estate advertisement has become increasingly obvious and has not been restricted by a certain specific style. This kind of east-west culture blending and impingement will bring many advantages and disadvantages to Xi'an real estate advertisement. Xi'an is an ancient historical and cultural city with profound cultural heritage. Its cultural development is most prosperous in the Sui and Tang dynasties, and its vast and resplendent history and culture infect every generation of Changan people. Therefore, we designers should inherit and carry forward the historical and cultural traditions of Xi'an, and dig deeply into the historical and cultural details of Xi'an, and apply these brilliant historical cultures to modern design. In this way out of a real estate creative line with Xi'an characteristics. Xi'an real estate advertising design has been developed for several years, but the development of which is still too much mixed with the western aesthetic concepts and aesthetic content, has not fully excavated the local culture of Xi'an. Therefore, how to truly combine Xi'an unique cultural concept with Xi'an real estate advertising, and design more works with commercial value and customer recognition, I think this is a problem worthy of our discussion. This article mainly from the design art and the cultural research angle carries on the analysis and the research to the Xi'an real estate advertisement, unifies the visit and the investigation analysis to the Xi'an real estate advertisement industry on the basis of the existing theory viewpoint, in order to achieve the full research demonstration to the proposition. In this paper, the methods of literature research, vertical and horizontal contrast and case analysis are adopted to make a full analysis according to the inherent logic of advertising, which makes the dialectical and logical coherence and coherence. From the characteristics of the art in the Sui and Tang dynasties in Changan culture and the existing problems of the real estate advertising industry in Xi'an, this paper summarizes the importance of the artistic elements of the Sui and Tang dynasties to the development of the real estate advertising industry in Xi'an, and finds out the characteristics of its unique design concept. This paper analyzes the rationality of the application of its unique design form in real life, and concludes the practical significance of the application of the cultural elements of Sui and Tang dynasties in the real estate advertising of Xi'an, and promotes the cognition of the development of the real estate advertising industry in Xi'an.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：J524.3;G122

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 張廣達(dá);論隋唐時(shí)期中原與西域文化交流的幾個(gè)特點(diǎn)[J];北京大學(xué)學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);1985年04期

2 張河清;廣告的文化定位策略[J];商業(yè)研究;1999年11期

3 左峻嶺;;隋唐瓦當(dāng)?shù)脑O(shè)計(jì)特色和藝術(shù)價(jià)值[J];大眾文藝;2012年14期

4 荊世鵬;;試談房地產(chǎn)廣告設(shè)計(jì)中的傳統(tǒng)文化因素[J];美與時(shí)代(上);2011年06期

5 劉艷秋;;文化定位在房地產(chǎn)廣告創(chuàng)作中的現(xiàn)實(shí)意義[J];新聞界;2007年03期

6 何方;;中國(guó)“本土”地產(chǎn)廣告發(fā)展與現(xiàn)狀[J];南京藝術(shù)學(xué)院學(xué)報(bào)(美術(shù)與設(shè)計(jì)版);2005年04期

7 姚利權(quán);;中國(guó)傳統(tǒng)文化對(duì)房地產(chǎn)廣告創(chuàng)作的積極意義[J];經(jīng)營(yíng)與管理;2012年04期

8 凌仲陽(yáng);;淺談當(dāng)代房地產(chǎn)廣告文化[J];科技信息;2012年04期

9 胡慧;;現(xiàn)代廣告的本土化探析[J];社會(huì)科學(xué)家;2009年08期

10 劉志安;;論弘揚(yáng)古長(zhǎng)安文化精神與現(xiàn)代西安精神的再造[J];西安文理學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版);2006年05期

，

本文編號(hào)：2414824