地域性元素在广告创意中的应用

THE APPLICATION OF REGIONAL ELEMENTS IN ADVERTISING CREATIVITY

我国历史上多次文化中心的迁移导致地域及民族之间文明基准的不平行发展,呈现出多类型、多层次的地域文化现象。本文针对传统地域文化元素在广告创意中的应用进行研究。以应用原则为指导,从地域文化图形创意、文字元素、色彩元素的角度对广告创意进行研究,运用地域文化元素进行广告创意设计,将广告创意表现方式与思维方式关联,从而为现代广告设计的发展提供丰富的文化营养。

The migration of cultural centers in China's history has led to the non parallel development of civilization benchmarks between regions and nations,showing a multi type and multi-level regional cultural phenomenon.This paper studies the use of traditional regional cultural elements in advertising creativity.From the application principle as the guidance,from the regional culture graphic creativity,text elements,color elements.From the perspective of regional culture,this paper studies the relationship between the expression mode of advertising creativity and the mode of thinking,and uses the elements of regional culture to carry out advertising creative design.