【摘要】：現(xiàn)代廣告設計中的水墨情結，以及對水墨藝術的獨特的語言和審美的成功借鑒，說明了水墨元素和現(xiàn)代廣告結合的必要性和重要性�，F(xiàn)代廣告設計理念和傳統(tǒng)水墨藝術走到一起，己經(jīng)被越來越多的設計師認可和利用。用線運墨是傳統(tǒng)的繪畫形式，廣告設計是現(xiàn)代的宣傳媒體。中國水墨畫的線墨形式借鑒廣告設計的現(xiàn)代意識，廣告設計繼承線墨的傳統(tǒng)表現(xiàn)形式，互相取長補短，相輔相成，在表現(xiàn)語言上另辟蹊徑，在設計中獨運匠心，對廣告設計有很大的啟發(fā)，也肯定是現(xiàn)代廣告設計發(fā)展的大趨勢。因此，，對于中國水墨藝術和現(xiàn)代廣告設計二者相互結合的研究變得非常有價值，有利于指導水墨藝術的時代發(fā)展和現(xiàn)代廣告設計的民族性發(fā)展。 本文通過分析中國傳統(tǒng)水墨藝術的特點及當下的發(fā)展，介紹了現(xiàn)代廣告設計的發(fā)展需求，論述將中國傳統(tǒng)水墨元素運用到現(xiàn)代廣告設計中的可能性和重要性，通過解析中國水墨藝術和現(xiàn)代廣告設計的交叉契合，說明了中國水墨藝術對現(xiàn)代廣告設計的重要影響及運用的表現(xiàn)，尋找二者的合理契合點。最后，通過賞析幾個有代表性的水墨風格的成功廣告案例，來結束對中國水墨元素和現(xiàn)代廣告設計兩種藝術相互契合的論證和研究。
[Abstract]:The ink complex in modern advertising design and the successful reference to the unique language and aesthetic of ink and wash art illustrate the necessity and importance of the combination of ink and wash elements with modern advertising. Modern advertising design concept and traditional ink art come together, has been recognized and used by more and more designers. Using line to transport ink is a traditional form of painting, advertising design is a modern propaganda media. The line ink form of Chinese ink painting draws lessons from the modern consciousness of advertising design, and the advertising design inherits the traditional expression form of line ink, which makes up for each other's weaknesses and complements each other. Advertising design has great inspiration, but also certainly is the trend of the development of modern advertising design. Therefore, the research on the combination of Chinese ink and ink art and modern advertising design has become very valuable, which is helpful to guide the development of ink and wash art in the times and the national character of modern advertising design. By analyzing the characteristics and current development of Chinese traditional ink and wash art, this paper introduces the development needs of modern advertising design, and discusses the possibility and importance of applying Chinese traditional ink and wash elements to modern advertising design. By analyzing the cross agreement between Chinese ink painting art and modern advertising design, this paper explains the important influence of Chinese ink and wash art on modern advertising design and the expression of its application, and finds out the reasonable joint point between them. Finally, by appreciating several successful advertising cases of Chinese ink and wash style, the author concludes the argumentation and research on the mutual agreement between Chinese ink painting elements and modern advertising design.
【學位授予單位】：青島科技大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：J524

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