从设计文化符码解读广告设计

Analyzing Advertisement Design from the Design Cultural Sign Code

广告设计除了造型的技巧外,首重创意。但是目前对广告设计的分析与研究仍然停留在造型技巧上,如此一来,往往不能精确地分析广告设计的巧妙之处和其表达的深层文化蕴涵。通过对设计文化符码技术层、意义层和策略层三层次的解析和视觉素养、视觉读写能力的培养,我们可以找到一种理解设计创作的方法论和从文化符码入手解读设计作品的设计方法论。

In addition to the technique of the shape, the advertising design is value to the creativity. But currently the analysis and research of advertising design still put the point on the technique of the shape, so it cant accurately analyze the skillful place of advertising design and the deep culture it contains. Now, this text mainly carries on the advertising design from the design of cultural sign code, expecting it can help everyone find out a kind of design creation methodology that can be comprehended from the three of design cultural sign code and the design methodology that can be analyzed from the design cultural sign code.