现代广告的设计水平与创意策划新视觉.docVIP

现代广告的设计水平与创意策划新视觉 The design level and modern advertising creative planning new vision广告是用视觉言语规则和描绘规则来论述情感、思维内容和价值观念的，广告描绘需求构思，一起也需求发明。 Advertising is to use visual language rules and description rules to treatise emotion, thinking and concept of value, advertisements depict demand idea, also needs invention. 　　现代广告的描绘水平，是一个国家综合国力和文明程度的直接反映，广告描绘已成为大家日子与平常日子中不行短少的一部分，而且显着地引导着大家的日子办法和消耗办法，逐渐开展为现代社会的一种文明表象。 Modern advertising description level, is a direct reflection of a countrys comprehensive national strength and the degree of civilization, advertising depicted has become a part of all day and daily life indispensable, but also significant to guide people to life and consumption way, gradually develop into a civilized image of modern society. 一、广告构思内在 An internal, advertisement design 　　简而言之，即广告主题意念的意象化。为了非常好地了解“广告构思”有必要对意念、 意象、 表象、 意境做一下解说。“ 意念” 指主见和主见，在艺术创作中，意念是著作所要表达的思维和观念，是著作内容的中心。在广告构思和描绘中，意念即广告主题，它是指广告为了到达某种特定意图而要阐明的观念。它是无形的、观念性的东西，有必要凭借某必定有形的东西才干表达出来。任何艺术活动有必要具有两个方面的要素： 一是客观事物自身， 是艺术体现的目标； 二是以体现客观事物的形象，它是艺术体现的手法。而将这两者有机地联络在一起的构思活动，就是构思。在艺术体现进程中，形象的挑选是很重要的，由于它是传递客观事物信息的符号。 In short, the theme of the advertising imagery of ideas. In order to have a good sense of advertising idea it is necessary to ideas, images, artistic representation, do some explanation. Mind refers to the ideas and opinions, in the artistic creation, mind works to express thought and idea, is the content of a work center. In the advertisement design and description, thought that the advertisement subject, it refers to some specific intention of advertising and to clarify the concept of. It is the idea of something intangible, it is necessary to rely on, a certain tangible things to express. Any art activities necessary to have two aspects: one is the objective things themselves, is the art of target; two is to reflect the image of objective things, it is the artistic expression technique. The two organically together the idea, is the idea. In the artistic process, imag