【作者】 晋甜；

【导师】 倪凤祥；

【作者基本信息】 河南大学 ， 设计艺术学， 2010， 硕士

【摘要】 平面商业广告大致经历了手绘设计和电脑设计两个阶段。从20世纪20年代直到90年代,手绘设计一直是平面商业广告设计的主要形式。这个时期的绘画方式强调了平面设计者的主观能动性,设计师在设计作品时,基本上从头到尾均是独立完成。一个人收集查阅资料,一个人冥思苦想,一个人绘画制作。因为手绘作品修改难度大,一般在草稿阶段就确定了作品的创意内容。又因为每个设计师的表现手法或创作习惯的差别,我们能感受到作品表现出来的个性和无拘无束的自然面貌。然而与数字化时代的设计相比,传统广告设计的最大弊端在于过分强调设计中美学的作用,且资料收集难度大、工作效率低。在设计观念上传统广告过分看重了个人的作用,这显然是不科学的。自从人类进入21世纪以来,科学技术迅猛发展,人类进入了数字化时代。全世界的广告投放量也成倍地增长。数字技术已介入越来越多的领域,改变了人们传统的工作和生活方式。平面商业广告设计作为信息的专业领域之一,也有着自己的数字化进程,信息时代的到来对广告设计的影响是深远的。数字化时代,随着国际交往的日益频繁,平面商业广告设计肩负着举足轻重的任务,设计已从被动变为主动的角色,科学与艺术,传统与现代的融合无疑是平面广告发展的必由之路。利用数字技术对平面商业广告设计进行全面升级,正确认识数字化技术的特点和优势,不断吸收各种文化精髓,使平面商业广告超着积极、健康的方向发展,将是所有广告人的心声和期盼,这无疑是一条正确而宽广的道路。本文的写作,首先对平面商业广告设计的发展现状做一个简要的描述。随后就数字化时代背景下的设计理念与实践进行思考,包括数字化技术与设计的关系,传统广告设计与数字化广告设计的异同等。从而论证数字化技术对平面商业广告设计的几点重要影响,并分析数字化广告设计的优势特征。最后对数字化平面商业广告设计的发展前景做一个展望,并分析中国的平面商业广告设计如何走向世界,探索性的提出自己的观点和看法。更多还原

【Abstract】 Generally speaking,plane commercial advertisement experienced two stages: hand-painted graphics design and computer design.From 1920s to 1990s,hand-painted graphics design has been the main form of plane advertisement.The paintings of this period emphasizes the designer’s subjective initiative,from the beginning to the end,from collecting information to thinking and drawing,everything is handled by the designer.As it is hard to revise hand-painted works,it requires the idea of the work must be confirmed at the very beginning.Further,for the performance and creative habits is differ to designers,we can feel the personality and unrestrained natural appearance shown on the works.However, comparing with the design in the digital age,the biggest shortcoming of traditional advertising is too emphasis on the role of design aesthetics,difficulty on collecting information,low efficiency.What obviously unscientific is,the concept of the traditional advertising design emphasis too much on the role of the designer.Since the 21st century,with the rapid development of science and technology, humankinds enter in the digital age.Advertisement volume has grown with multiple all over the world.Digital technology has been involved in more and more areas, changing people’s traditional work style and life.As one of the information specialized fields, has its own digital process,the coming of information age effects a lot to the advertising design.In the digital age,there being more and more international communication,plane commercial advertisement plays a very important role,from passive to active.The integration of science and art,traditional and modern,is the only route for the development of print advertisement.With using digital technology to upgrade plane commercial advertisement,understand the characteristics of digital technology and advantages correctly,absorbing the essence of different cultures constantly,so as to push plane commercial advertisement towards a positive and healthy direction.It will be the aspirations and future hope of all adpersonins, this is undoubtedly a correct and wide roads.The aim of writing this paper,first of all,brief introduction of plane commercial advertisement development.Then,the thinking of design concepts and practice of reflection in the digital age,including the relationship of digital technology and design,traditional advertising and digital design of the similarities and differences and so on.And demonstrate the major impacts and analyze the advantages of digital technology to plane commercial advertisement.Finally,focus on the prospects of commercial advertising, and analysis how could the China’s plane commercial advertisement go to the world stage,and my personal ideas and views on it.更多还原