30年中国广告视觉传达的嬗变

The Visual Communication Evolution of Chinese Advertising in the Last 30 Years

30年来中国广告视觉传达的嬗变主要表现在对形象运用、媒介运用、技术运用的发展和变化上。形象运用从产品形象、人物形象为核心,至中国元素等形象运用为趋向而进行变化;媒介运用从二维媒体、虚拟三维媒体的运用为主体,到二维和三维媒体的综合运用上进行改变;技术运用的演进从手工操作到使用机械发展到数字技术的运用上,后以数字技术为基础,运用多种前沿科技,开展广告的视觉传达。

The visual communication evolution of advertising in China in the last 30 years is mainly reflected in the development of applications in images, media and technology. The image application changed from product image at the core, to figure image at the core, and then to the trend of using the Chinese elements. The media application developed from the two- dimensional media, to the three-dimensional media, now to the integration of two-dimensional media and three-dimensional media. And the technology application evolved from manual to mechanical operations, and to the digital operation, up till now where, based on the digital technology, multiple advanced technologies are applied to create the visual effects of advertising.