| 摘要: |
| 分析了汉字与解构汉字的含义及基本特征，论述了广告设计中汉字作为图形元素创意的形式方法，进而从设计价值、文化传承、民族风格3 个方面解析解构汉字在现代广告设计中的意义，总结探讨了解构汉字在现代广告设计中独有的审美特征和视觉传达意义。在此基础上，提出了解构汉字在广告设计中的创意方法和设计规律，以及在现代广告设计中的创意表现。 |
| 关键词: 汉字 解构汉字 广告设计 创意表现 |
| DOI： |
| 分类号:TB482 |
| 基金项目: |
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| Creative Performance of Deconstruction of Chinese Characters in Advertising Design |
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GAO Cong-rui
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Zhengzhou Institute of Light Industry，Zhengzhou 450000，China
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| Abstract: |
| It analyzed the meaning and basic characteristics of Chinese characters and the deconstruction of the Chinese characters, discussed the form of Chinese characters as graphical elements creative in advertising design, and then analyzed the meaning of deconstruction of the Chinese characters in modern advertising design from three aspects of design value, cultural heritage, ethnic style, summarized and discussed unique aesthetic characteristics and sense of visual communication of deconstruction of Chinese characters in modern advertising design. On this basis, it proposed the creative methods and design rules of deconstruction of the Chinese characters in advertising design, as well as the creative performance in modern advertising design. |
| Key words: Chinese characters deconstruction of Chinese characters advertising design creative performance |
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