中国元素在广告设计中的应用分析

The Application Analyses of Chinese Element in Advertising Design

近年来,中国元素凭借着其特有的文化内涵和较强的表现力逐渐被广告设计发掘和应用,极大地增强了广告的表现力和感染力。但是,广告设计作为一种创意性的活动,需要不断创新,而中国元素在广告设计中的创新是广告设计不断前行的重要途径。本文通过书法、剪纸、水墨山水画三种中国元素在广告设计中的应用进行深入分析,并对其创新做出分析和建议。

In recent years, Chinese element is explored and used in advertising design by its unique cultural connota- tion and strong expression, which enhances the expression and impressiveness of the advertisement greatly. However, as a creative activity, advertising design requires constant innovation, and the innovation of Chinese element in adver- tising design is an important approach to the advertising design innovation. In the paper, we analyze deeply the appli- cation of the calligraphy, paper cutting, Chinese ink landscape painting in advertising design, and make analysis and suggestions on the innovation