本文關(guān)鍵詞： 地域文化 廣告 造型 表現(xiàn) 創(chuàng)意　出處：《沈陽(yáng)航空工業(yè)學(xué)院》2010年碩士論文　論文類型：學(xué)位論文

【摘要】： 我國(guó)的地域文化作為一種文化形態(tài),是伴隨著中華民族生生不息的漫長(zhǎng)歷史而產(chǎn)生發(fā)展的。由于我國(guó)歷史上多次文化中心的遷移導(dǎo)致地域及民族之間文明基準(zhǔn)的不平行發(fā)展,呈現(xiàn)出多類型、多層次的地域文化現(xiàn)象。為了更好更貼切的傳達(dá)商品的信息,繼承和發(fā)展我國(guó)經(jīng)典藝術(shù)文化,打造出真正屬于本民族又能被更多的人接受認(rèn)同的優(yōu)秀作品,本文針對(duì)如何有效地在廣告創(chuàng)意中運(yùn)用傳統(tǒng)的地域文化元素的問(wèn)題進(jìn)行了研究。主要工作內(nèi)容如下: 首先,從符號(hào)元素的角度對(duì)地域文化進(jìn)行研究,按照造型元素和表現(xiàn)形式將地域文化元素分門(mén)別類,總結(jié)了地域文化的特點(diǎn),理清地域文化中的造型形式與審美觀念的聯(lián)系、表現(xiàn)方式與思維方式之間的關(guān)系,并進(jìn)一步指出地域文化與廣告之間的密切關(guān)系,從而得出為何要運(yùn)用地域文化元素進(jìn)行廣告創(chuàng)意設(shè)計(jì)。 其次對(duì)廣告創(chuàng)意的國(guó)內(nèi)外現(xiàn)狀及趨勢(shì)進(jìn)行分析,指出適合于中國(guó)的廣告創(chuàng)意方式。目前國(guó)內(nèi)廣告創(chuàng)意注重消費(fèi)者的心理需求和文化需求。運(yùn)用地域文化于廣告創(chuàng)意中是適合于現(xiàn)代中國(guó)廣告的發(fā)展趨勢(shì),有利于提升地域品牌形象。 最后對(duì)現(xiàn)今廣告創(chuàng)意中地域文化元素中圖形圖像、文字和色彩的應(yīng)用方式進(jìn)行分類并得出本文結(jié)論。
[Abstract]:China's regional culture as a form of culture. Along with the endless history of the Chinese nation and development. Because of the transfer of cultural centers in the history of our country led to the non-parallel development of the regional and national civilization standards, showing a variety of types. Multi-level regional cultural phenomenon. In order to better and more appropriately convey the information of commodities, inherit and develop the classical art culture of our country, create the excellent works that belong to this nation and can be accepted by more and more people. This paper studies how to effectively apply the traditional regional cultural elements in advertising creativity. The main contents of the work are as follows: First of all, from the perspective of symbol elements to study regional culture, according to the modeling elements and manifestations of regional cultural elements are classified, summed up the characteristics of regional culture. It clarifies the relationship between the form of modeling and aesthetic concept in the regional culture, the relationship between the mode of expression and the mode of thinking, and further points out the close relationship between the regional culture and the advertisement. Therefore, why to use the elements of regional culture advertising creative design. Secondly, it analyzes the current situation and trend of advertising creativity at home and abroad. This paper points out the suitable advertising creative way in China. At present, the domestic advertising creativity focuses on the psychological and cultural needs of consumers. The use of regional culture in advertising creativity is suitable for the development trend of modern Chinese advertising. It is helpful to promote the regional brand image. Finally, the paper classifies the application of graphics, images, words and colors in the elements of regional culture in advertising creativity and draws the conclusion of this paper.
【學(xué)位授予單位】：沈陽(yáng)航空工業(yè)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F713.8

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本文編號(hào)：1466584