基于印刷技术因素论当代报纸广告设计的演进

On the Evolution of Contemporary Newspaper Advertisement Design Based on Printing Technology Factors

本文以当代报纸广告为研究对象,运用个案与量化研究相结合的方法 ,解析模拟印刷技术、模拟与数字相结合印刷技术及数字印刷技术对解放初期、改革开放后及21世纪后三个不同时期报纸广告的图形、文字、色彩与版式等诸多设计因素的影响,探寻当代报纸广告设计演进的脉络。

Based on the contemporary newspaper advertising design as the research object, using research methods such as design, advertising, through the case with quantitative research, the combination of analytic printing technology development of contemporary newspaper advertising graphics, text, color, format, and many other design factors. Study found that in the design of modern advertising graphic design evolution by straightforward is implicative, font by handwriting for specification print, color for color and format by monochromatic evolution by fixed evolution for the open characteristics.