平面广告的视觉语言问题

Problems of the Visual Language of the Planar Advertisement

平面广告的信息传播主要是依靠视觉语言传达进行交流、沟通受众的感知而实现的。评价一个平面广告作品,很大程度上取决于这种语言的使用是否确切,是否得当。因此,平面广告的创意活动必须要对此具有明确的理解和认识,广告的创意不仅仅是可以让人感受到的“意思”,也不是依靠创意说明的文字表达所能替代的。这一点正是平面广告创意活动的关键所在。

The information transmission of planar advertisement mainly relies on the visual language communication to achieve the perception of the acceptors. The evaluation of a planar advertisement much depends on the accuracy of the using of this kind of language. Therefore, the originality of the planar advertisement must pay high attention to the understanding and recognition of it. It is neither the only “meaning” that nor one can feel it can be taken place by script to illustrate. It is the key of the originality of the planar advertisement.