本文關(guān)鍵詞：從民間吉祥圖形 福祿壽喜中 尋找廣告的創(chuàng)意　出處：《中南民族大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

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【摘要】：“福祿壽喜”圖形是傳統(tǒng)吉祥民間圖形的一部分,與“吉利祥瑞”觀念密切相關(guān),它不僅僅反應(yīng)了中國民眾的價值觀念、審美理想、道德倫理觀念以及造型觀念,而且鼓舞、引導(dǎo)人們走向樂觀向上、理想圓滿的生活境界�！案５搲巯病眻D形題材多樣,造型手法多變,一般而言人物神yG,祥禽瑞獸,仙花芝草,祥物寶器以及神話傳說、歷史故事都是吉祥觀念的形象化載體,而圖形構(gòu)成、造型的視覺傳達則有象征、寓意、諧音、及文字、符號等不同方法。作為一種觀念性、象征性的視覺藝術(shù)形式,“福祿壽喜”吉祥圖形表達了中國民眾特殊的思想意識和精神寄托,從中亦可以展現(xiàn)傳統(tǒng)裝飾藝造型觀念和造型手法的特征。 不論宮廷藝術(shù)、文人藝術(shù)、抑或民間藝術(shù),在不同的歷史時期都出現(xiàn)過以吉祥為創(chuàng)作主題和表現(xiàn)內(nèi)容的藝術(shù)形式,這種主題或藝術(shù)形式或多或少地出現(xiàn)在這些階層的藝術(shù)創(chuàng)作中,或隱或顯地表達了人們精神觀念和精神寄托,這種精神觀念也是與傳統(tǒng)文化觀念一脈相承的。福壽平安,喜慶吉祥,是中華民族千古永恒的熱望和追求。民間諺語:“吉者福善之事,祥者嘉慶之征�！备５搲巯�,用來寄托良好愿望,渲染喜慶氣氛,祈福致祥,已成為中國人熱愛生活,努力創(chuàng)造幸福、美滿和財富的心理的外在反映。尤其是民間藝術(shù),吉祥主題始終是貫穿其中的主要內(nèi)容,民間藝術(shù)中的福祿壽喜圖并不僅僅是藝術(shù)審美形象本身,而且是與普通民眾的精神需求和生活追求緊密結(jié)合的富有現(xiàn)實意義的藝術(shù)形象。而這樣的民間藝術(shù)形式如何與在當(dāng)前的廣告形式相結(jié)合在研究上還沒有廣泛展開,因此,作為設(shè)計資源尚待我們充分地加以利用,并在現(xiàn)代廣告創(chuàng)意中得到體現(xiàn)。
[Abstract]:"Fortune" image is part of the traditional auspicious folk graphics, is closely related with the "auspicious" concept, it not only reflects the values, China people's aesthetic ideal, moral ethic and other ideas, and encourage, guide people to optimism, the ideal realm of life complete. "Fortune" graphics various themes, style and general character of God yG, Xian Hua Zhi grass, Xiang ruishou birds, the mascot jewels and myths and legends, historical stories are vivid carrier of auspicious concept, and graphics, models of visual communication is a symbol, meaning, homonym, and text, symbols of different methods. As a kind of idea, the symbolic form of visual art, "fortune" auspicious graphics express China people's special ideology and spirit, which also can show the traditional decorative art and ideas The characteristics of the modeling technique.
Whether palace art, literary art, or folk art, in different historical periods have appeared to lucky for the creation of theme and content of the art form, the theme or art form more or less in these classes of artistic creation, either explicitly or implicitly express the people's spiritual concept and spirit, the spirit of the concept also with the traditional cultural values of the same strain. Fushou peace, happy auspicious, the Chinese nation is the eternal eternal longing and pursuit. Folk proverb: "what good Ji Xiang, Jiaqing syndrome." Fukulu Zuki, for sustenance of good wishes, rendering the festive atmosphere, blessing by Cheung, has become Chinese love life to create a happy, happy, and a wealth of psychological externalreflection. Especially the folk art, auspicious theme is always the main content through the folk art in the Fulu Shou Xitu not only Is the art of aesthetic image itself, and is closely integrated with the ordinary people's spiritual needs and pursuit of life meaningful artistic image. This folk art form in the current advertising and how to combine the form in research is not extensive, therefore, as the design resources have yet to be fully utilized. This is embodied in the modern advertisement.

【學(xué)位授予單位】：中南民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：J524.3

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 張盼盼;基于酒類廣告的酒文化傳播研究[D];山西大學(xué);2012年

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本文編號：1425672