| 摘要: |
| 目的 分析广告设计与摄影的紧密关系，并结合相互之间碰撞出的火花探析两者在外在和内在方面的深度融合。方法 从社会快速发展的大环境着手，分析在此背景下所出现的摄影艺术与广告设计艺术的融合趋势及发展，指出摄影在视觉上对广告设计所提供的吸引受众注意力、弥补文字不足等现实优势，接着以此为基础，探讨摄影艺术在公益广告、商业广告等方面的具体应用方向与路径，总结现实经验与不足，深度挖掘未来两者融合发展的新方向。结论 摄影与广告设计的结合，彼此摆脱了独立存在的形态，在相辅相成、互相融通中实现了视觉上的丰富和艺术效果上的升华，甚至被作为一种重要的宣传手段和宣传媒介，不断影响着大众的社会生活方式和审美情趣变化，给人们的生活带来了新的方向和契机。 |
| 关键词: 摄影 广告设计 趋势 |
| DOI：10.19554/j.cnki.1001-3563.2020.04.042 |
| 分类号:J524 |
| 基金项目: |
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| Function and Application of Photography in Advertising Design |
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ZHAO Yu-zhong
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Vocational and Technical College of Inner Mongolia Agricultural University, Baotou 014109, China
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| Abstract: |
| The paper aims to analyze the close relationship between advertising design and photography, and explore the deep integration of the two in external and internal aspects based on their interaction. From the environment of the rapid social development, the integration trend and development of photography art and advertising design under this background were analyzed to point out the practical advantages of photography on the vision to attract audience attention provided by the advertising design, make up for a lack of words; and then on this basis, to explore the specific application direction and path of photography art in the public service advertisement and commercial advertisement, summarize the practical experience and deficiency, and deeply excavate the new direction for fusion development of them in the future. The combination of photography and advertising design makes them get rid of the form of independent existence, enriches the vision effect and improves the artistic effect in the mutual supplement and mutual accommodation, and even becomes an important propaganda and promotion media, constantly affecting the public social life style and aesthetic changes and bringing a new direction and opportunity for life of the public. |
| Key words: photography advertising design trend |
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