| 摘要: |
| 目的 研究古典诗词的意境营造对平面广告创意的启示。 方法 通过对古典诗词“意境”内涵的剖析和营造手法的梳理，使其与平面广告创意相结合，总结出意境营造手法对平面广告创意的启示，进而从广告媒介物、逻辑思维、情感、产品差异化和文字运用上,研究如何在平面广告创意中应用意境营造手法。 结论 将古典诗词的意境营造手法与平面广告创意相结合，能够提升广告的艺术品质，有效促进广告的营销目的和社会经济发展，积极传承并丰富优秀的中华文化精髓。 |
| 关键词: 意境 意境营造 平面广告设计 |
| DOI： |
| 分类号:J524.3 |
| 基金项目:湖南省教育厅科学研究项目（14C0108） |
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| Inspiration of Artistic Conception of Classical Poetry for Graphic Advertisement Creativity |
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YAN Hong-hui
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Changsha University, Changsha 410001, China
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| Abstract: |
| It aims to study the enlightenment and application of artistic conception of classical poetry for graphic advertisement creativity. Based on the analysis of classical poems "artistic conception" connotation and the combing of construction methods, combined with the graphic advertisement creativity, it summarizes the inspiration of artistic conception for graphic advertisement creativity. Then from the differences of advertising media, logical thinking, emotion, products and the using of language, it studies how to apply artistic conception in technique in advertisements. The artistic conception of classical poetry is combined with graphic advertisement creativity to enhance the artistic quality of advertisement, to effectively promote the advertising marketing and the development of social economy, positive inheritance and enrich excellent Chinese culture essence. |
| Key words: artistic conception creating artistic conception graphic advertisement design |
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