广告设计实务(国外英文资料).docVIP

广告设计实务(国外英文资料) Chapter 3 the formal beauty principle of advertising design The purpose and requirements of learning Through the study of this chapter, require an examinee understand advertisement design elements, understand the point, line, face as an important element in advertising design in the form of the role of, understand the aesthetic art of advertisement design, the composition of visual form. Second, examine the knowledge point and the appraisal target (1) the concept of formal beauty (general) Understanding: the production of form aesthetics The concept of formal beauty; The role of formal beauty in advertising design (2) the basic elements that constitute the visual form of advertising (emphasis) Memorization: elements of advertising design Understand: point, line, face (3) the basic law of formal beauty (emphasis) Understanding: the basic law of formal beauty (4) the formation of visual forms (emphasis) Memorization: the concept of composition The formation of visual form Chapter iv culture of advertising design The purpose and requirements of learning Different nationalities, different regional culture has a different spirit and reveals the cultural psychological structure, reflect the different values and aesthetic concepts, they have the effect of cannot be ignored in the design process. The design of Chinese advertising is more ethnic and local cultural, which is the foundation of the Chinese advertising design to the world and the foundation of the world. Through the study of this chapter, we ask the examinators to understand the realistic significance of learning traditional culture and traditional aesthetics on advertising design. How to incorporate the traditional culture style and international style in the design work. Second, examine the knowledge point and the appraisal target (1) cultural characteristics of Chinese advertising design (secondary emphasis) Understanding: advertising design is the inheritance of traditional culture (2) localiz