提高广告作品的艺术表现力探微

Tentative Probe into How to Improve the Artistic Expression in Advertisements

当前的广告作品在艺术表现方式上还存在着许多不足之处,冲击力不够、文学性不强、简单式模仿、媚俗化倾向的作品不少。广告与我们的生活息息相关,因此提高广告作品的艺术表现力很有必要。借鉴优秀广告作品的创作经验,从"三化"入手,丰富广告作品的艺术表现技巧,成为提高广告艺术表现力的有效途径。从长远来看,提高广告创作者的文化素养、提升广大受众的审美情趣,加强广告作品的艺术研讨和广告及相关专业学生实践能力的培养,有利于从整体上提升我国广告作品的艺术水平。

There are quite a few deficiencies in artistic expression in today’s advertisements, such as the lack of artistic impact and literary depth, simple replication and kitsch. As advertisements are closely related to our daily life, it is necessary to improve the artistic expression in advertisements. Learning from the creative experience of the excellent advertisements and diversifying the artistic expression techniques of advertisements can be effective ways of improving the artistic expression. From the long run, enhancing advertisement designers’ quality, improving the target audience’s artistic tastes, supporting the research and study of advertising arts, and building the practical skills of the college students majoring in advertising or other related fields, will benefit the overall artistic quality of the advertisements in our country.