【摘要】：現(xiàn)代廣告設(shè)計(jì)中的水墨情結(jié)，以及對水墨藝術(shù)的獨(dú)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(jié)合的必要性和重要性。現(xiàn)代廣告設(shè)計(jì)理念和傳統(tǒng)水墨藝術(shù)走到一起，己經(jīng)被越來越多的設(shè)計(jì)師認(rèn)可和利用。用線運(yùn)墨是傳統(tǒng)的繪畫形式，廣告設(shè)計(jì)是現(xiàn)代的宣傳媒體。中國水墨畫的線墨形式借鑒廣告設(shè)計(jì)的現(xiàn)代意識(shí)，廣告設(shè)計(jì)繼承線墨的傳統(tǒng)表現(xiàn)形式，互相取長補(bǔ)短，相輔相成，在表現(xiàn)語言上另辟蹊徑，在設(shè)計(jì)中獨(dú)運(yùn)匠心，對廣告設(shè)計(jì)有很大的啟發(fā)，也肯定是現(xiàn)代廣告設(shè)計(jì)發(fā)展的大趨勢。因此，，對于中國水墨藝術(shù)和現(xiàn)代廣告設(shè)計(jì)二者相互結(jié)合的研究變得非常有價(jià)值，有利于指導(dǎo)水墨藝術(shù)的時(shí)代發(fā)展和現(xiàn)代廣告設(shè)計(jì)的民族性發(fā)展。 本文通過分析中國傳統(tǒng)水墨藝術(shù)的特點(diǎn)及當(dāng)下的發(fā)展，介紹了現(xiàn)代廣告設(shè)計(jì)的發(fā)展需求，論述將中國傳統(tǒng)水墨元素運(yùn)用到現(xiàn)代廣告設(shè)計(jì)中的可能性和重要性，通過解析中國水墨藝術(shù)和現(xiàn)代廣告設(shè)計(jì)的交叉契合，說明了中國水墨藝術(shù)對現(xiàn)代廣告設(shè)計(jì)的重要影響及運(yùn)用的表現(xiàn)，尋找二者的合理契合點(diǎn)。最后，通過賞析幾個(gè)有代表性的水墨風(fēng)格的成功廣告案例，來結(jié)束對中國水墨元素和現(xiàn)代廣告設(shè)計(jì)兩種藝術(shù)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(xué)位授予單位】：青島科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：J524

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