| 摘要: |
| 目的 通过对中国传统文化符号在现代平面广告的应用进行讨论，研究将传统文化符号应用到平面广告设计中的方式。方法 在分析了中国传统文化的特点后，使用皮尔斯符号学的基本方法，将传统文化符号分为图像型符号、指示型符号、象征性符号，并结合解构主义的方法，讨论中国传统文化符号在广告设计中的使用情况。结论 在现代平面广告中，使用中国传统文化符号是可行且必须的。在进入后现代主义社会的情境下，丰富传统文化符号也具有突出的意义。 |
| 关键词: 符号学 中国传统文化符号 解构主义 平面广告 |
| DOI：10.19554/j.cnki.1001-3563.2018.20.016 |
| 分类号:J511 |
| 基金项目: |
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| The Application of Chinese Traditional Culture Symbols in Print Ads |
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WANG Xing-dong, JIANG Wen
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Shenzhen Polytechnic, Shenzhen 518000, China
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| Abstract: |
| The work aims to study the way of applying traditional culture symbols in the design of print ads by discussing the application of Chinese traditional culture symbols in modern print ads. After the analysis on the characteristics of Chinese traditional culture, the basic approach of Peirces's semiotics was used to divide traditional culture symbols into icon, index and symbolic symbols, and combined with the method of deconstruction, the use of Chinese traditional culture symbols in advertising design was discussed. In modern print ads, it is feasible and necessary to apply Chinese traditional culture symbols. In the context of postmodern society, it is also of outstanding significance to enrich traditional culture symbols. |
| Key words: semiology Chinese traditional culture symbol deconstruction print ads |
