本文選題：傳統(tǒng)水墨 + 水墨�。� 參考：《河南師范大學(xué)》2013年碩士論文

【摘要】：從現(xiàn)當(dāng)代的設(shè)計作品中我們可以看到，關(guān)于水墨元素的運用越來越廣泛，尤其是自中國舉辦2008年奧運會以來，更是進入了發(fā)展的黃金時期。水墨元素之所以越來越多的出現(xiàn)在設(shè)計作品中，，是因水墨元素能夠比較全面的體現(xiàn)中華民族的精神面貌和文化底蘊，從中可以看出設(shè)計民族化的進步。但是從這些設(shè)計作品中我們也可以看到存在的一些問題如：水墨元素在不分場景、內(nèi)容的情況下被強制進入設(shè)計中；將東方的水墨藝術(shù)與西方藝術(shù)混淆等等。出現(xiàn)這種問題的根源一般是由設(shè)計師對文化的理解程度、審美的價值取向不同所引起的。 本論文簡要論述了水墨元素和廣告設(shè)計的特點，對水墨元素在現(xiàn)代廣告設(shè)計中的應(yīng)用價值與體現(xiàn)形式、表現(xiàn)手法、審美內(nèi)涵、文化內(nèi)涵及其應(yīng)用中的問題等方面進行剖析，并結(jié)合現(xiàn)代廣告應(yīng)用的實例進行論述，進而對現(xiàn)代廣告利用水墨元素進行設(shè)計的可行性與操作性進行分析。 我們應(yīng)當(dāng)正面地去理解水墨，客觀的看待水墨，將傳統(tǒng)水墨元素合理運用于現(xiàn)代廣告的創(chuàng)意設(shè)計及品牌傳播的過程中，推進廣告設(shè)計的發(fā)展，弘揚中華民族深厚的文化底蘊。
[Abstract]:From the modern and contemporary design works we can see that the use of ink elements is more and more extensive especially since China hosted the 2008 Olympic Games it has entered a golden period of development. The reason why more and more ink elements appear in the design works is because the ink elements can fully reflect the spiritual outlook and cultural background of the Chinese nation, from which we can see the progress of design nationalization. But from these design works we can also see that there are some problems such as: the elements of ink and wash are forced into the design regardless of scene and content; the East ink art and western art are confused and so on. The root of this problem is generally caused by the designer's understanding of culture and aesthetic value orientation. This paper briefly discusses the characteristics of ink and wash elements and advertising design, and analyzes the application value and embodiment form, expression technique, aesthetic connotation, cultural connotation and problems in modern advertising design of ink and wash elements in modern advertising design. The feasibility and maneuverability of the design of modern advertisement by using ink elements are analyzed with the example of modern advertisement application. We should understand ink positively, treat ink objectively, apply traditional ink elements reasonably to the creative design of modern advertising and the process of brand communication, promote the development of advertising design and carry forward the profound cultural heritage of the Chinese nation.
【學(xué)位授予單位】：河南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：J524.3

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