数字媒体背景下广告艺术的视觉新范式

在以数字媒体为大背景的环境下,广告艺术设计的传播也在市场经济体系中迎来了新卖点。要实现广告艺术设计的视觉新范式首先要“新”,要适当的摒弃一些传统模式的广告艺术设计手法。著名的广告人詹姆斯·韦伯·扬对创意的核心观点是:“旧元素,新组合”。用一些超级符号嫁接到设计产品中,使之在视觉上相结合,让广告艺术有了灵魂,在视觉和灵魂的碰撞下增加人们对产品的记忆感,进而激发人们的消费欲。在产品不断推陈出新的大数据时代,一个新奇不显老套的广告艺术设计手法显得弥足珍贵,可在视觉的冲击下让人们记住品牌,使产品广告的投入产出更加高效。

With the reference of digital media as the background,the communication of advertising art and design has ushered in a new selling point in the market economy system.In order to realize the new visual paradigm of advertising art design,the first thing is to be“new”,and to abandon some traditional advertising art design methods.Like the famous advertiser James Webb Young's core idea of creativity is:“old elements,new combinations”.With some super symbols grafted into the design of the product,so that it is visually combined,so that the advertising art has a soul,visual and soul collision to increase people's sense of memory of the product,and then stimulate people's desire to consume.In the era of big data where products are constantly being introduced,a novel advertising art design method that does not appear to be old-fashioned is invaluable,so that people can remember the brand under the visual impact and the input-output ratio of the product advertisement can be most efficient.