【作者】 刘慧；

【导师】 杨猛；

【作者基本信息】 沈阳航空工业学院 ， 设计艺术学， 2010， 硕士

【摘要】 我国的地域文化作为一种文化形态,是伴随着中华民族生生不息的漫长历史而产生发展的。由于我国历史上多次文化中心的迁移导致地域及民族之间文明基准的不平行发展,呈现出多类型、多层次的地域文化现象。为了更好更贴切的传达商品的信息,继承和发展我国经典艺术文化,打造出真正属于本民族又能被更多的人接受认同的优秀作品,本文针对如何有效地在广告创意中运用传统的地域文化元素的问题进行了研究。主要工作内容如下:首先,从符号元素的角度对地域文化进行研究,按照造型元素和表现形式将地域文化元素分门别类,总结了地域文化的特点,理清地域文化中的造型形式与审美观念的联系、表现方式与思维方式之间的关系,并进一步指出地域文化与广告之间的密切关系,从而得出为何要运用地域文化元素进行广告创意设计。其次对广告创意的国内外现状及趋势进行分析,指出适合于中国的广告创意方式。目前国内广告创意注重消费者的心理需求和文化需求。运用地域文化于广告创意中是适合于现代中国广告的发展趋势,有利于提升地域品牌形象。最后对现今广告创意中地域文化元素中图形图像、文字和色彩的应用方式进行分类并得出本文结论。更多还原

【Abstract】 As a form of culture, China’s regional culture is generated and developed with the long history of the Chinese nation. Multiple migration of cultural center in China’s history leads to the uneven development on the base of civilization between different regions and different ethnic. And regional culture is assumed multi-type, multi-level phenomenon. In order to convey blurb preferably and more properly, to inherit and develop China’s classical art and culture, to create outstanding works that truly belong to this nation and can be received recognition by more people, in this paper, the problem, how to effectively use geographical and cultural elements in advertising creative, is studied. Major researches are as follows:First, regional culture is studied from the perspective of symbolic elements. The characteristics of regional culture are summed up. The contact between shaped pattern in regional culture and aesthetic concepts and the relationship between manifestation mode and thinking pattern are sorted. And the close relationship between the region culture and advertising is further pointed out. Thus the reason, why should use geographical and cultural elements to design advertising creative, is obtained.Secondly, on the basis of the analysis about current situation and trends of advertising creative at home and abroad creative ways which are appropriate for China are presented. At present domestic advertising creative lays emphasis on the psychological needs and cultural needs of consumers. The use of regional culture in the advertising creative is suitable for the development tendency of modern China’s advertising, which will help enhance the regional brand image.Finally, the application method of graphic image, text and color of Regional cultural element in advertising creative is researched.更多还原