文化创意产业背景下的广告设计教育对策研究

Research on Advertising Design Education Strategies in the Context of Cultural and Creative Industries

文化创意产业是一种在经济全球化背景下产生的以创造力为核心的新兴产业,强调一种主体文化或文化因素依靠个人(团队)通过技术、创意和产业化的方式开发、营销知识产权的行业。中国近几年在文化艺术市场蓬勃、公共展演场地加大建设(如国家大剧院、798艺术区)等,除在既有制造业的优势下寻找出路外,也开始重视文化创意产业的发展。文化创意产业的核心其实就在于人的创造力以及最大限度地发挥人的创造力。"创意"是产生新事物的能力,这些创意必须是独特的、原创的以及有意义的。在"内容为王"的时代,无论是电视影像这样的传统媒介产品,还是数码动漫等新兴产业,所有资本运作的基础就是优良的产品,而在竞争中脱颖而出的优良产品恰恰来源于人的丰富的创造力。因此文化创意产业其本质就是一种"创意经济",其核心竞争力就是人自身的创造力。由原创激发的"差异"和"个性"是"文化创意产业"的根基和生命。

cultural creative industry is a new industry with creativity as the core under the background of economic globalization,which emphasizes the development and marketing of intellectual property rights by individuals(teams)through technology,creativity and industrialization depending on the main culture or cultural factors.In recent years,China has been vigorously developing the cultural and art market and increasing the construction of public performance venues(such as the national center for the performing arts and the 798 art zone).In addition to seeking solutions under the advantages of the existing manufacturing industry,China has also begun to pay attention to the development of cultural and creative industries.In fact,the core of cultural and creative industry lies in human creativity and maximizing human creativity.Creativity is the ability to create something new.It must be unique,original,and meaningful.In the era of"content is king",whether it is traditional media products such as TV images or emerging industries such as digital animation,all capital operation is based on excellent products,while excellent products that stand out in the competition are precisely from the rich creativity of people.Therefore,the essence of cultural and creative industry is a kind of"creative economy",and its core competitiveness is people's own creativity."Difference"and"individuality"inspired by originality are the foundation and life of"cultural and creative industry".