广告设计中的视觉传达设计艺术探究

Research on Visual Communication Design Art in Advertising Design

由于艺术深受文化背景、民族特色、潮流趋势等影响,"视觉传达设计艺术"作为一种表现类型,并不存在统一定义,视觉传达设计艺术不仅是一种广告设计思维,也代表了一种全新的信息传播理念,在满足广告设计商业性需求的同时,呈现出"与时俱进"的动态发展状态,它不断融合人类社会发展中出现的媒体新变量,提升广告设计的经济效益、文化效益和社会效益。本文依据互联网时代的信息传播特征,结合广告设计的市场规律,探讨视觉传达设计艺术在广告设计中的应用原则、价值和体现途径。

Because art is well influenced by cultural background,national characteristics,trends,＂visual communication design art＂as a type of performance,doesn＇t have a unified definition. Visual communication design art is not only a kind of advertisement design thinking,but also represents a kind of brand-new information dissemination idea. It meets the demand of commercial advertising design as well as presenting a state of dynamic development of ＂advance with the times＂. By constantly merging the new media variables appearing in human social development together,it improves the economic benefits, cultural benefits and social benefits of advertising design. Based on the characteristics of information communication in Internet era,this paper,combing with the market rules of advertising design,discusses the application principles,value approaches and expression ways of design art in advertising design.