论汉字在平面广告设计中的应用-设计艺术学专业论文.docxVIP

论汉字在平面广告设计中的应用中文摘要 论汉字在平面广告设计中的应用 中文摘要 I I 论汉字在平面广告设计中的应用 中文摘要 汉字历经岁月、文化、社会风俗的积淀和演化，已成为民族化的精 神形象与情感气质的载体。汉字是国内平面广告设计的重要元素。在现 今的信息时代，设计师应赋予汉字以现代的意义，创作符合时代、民族 特征且为国际社会所认同的现代汉字设计，以便更好地满足人们日益增 长的物质与精神文化需求。本论文旨在结合毕业作品的创作对汉字在平 面广告设计中的应用作一研究，为设计师提供设计的理论和实践依据。 其研究主要分为以下几个方面：第一，引言——汉字应用的研究现状和 本文结构。第二，汉字设计概述。第三，汉字在平面广告设计应用中的 表现手法分析。第四，以毕业创作为例探析汉字在平面广告设计中的具 体应用。 关键词：汉字 汉字设计 平面广告设计 作 者：周青奇 指导教师：张大鲁 The Appli The Application of Chinese Character to Graphic Advertisement Design Abstract II II The Application of Chinese Character to Graphic Advertisement Design Abstract Through the accumulation and evolution of years, culture and social custom, the Chinese characters has already become the carrier of national spirit, emotion and qualities. The design of Chinese character is an important element of graphic advertisement design in China. In the information era just as nowadays, to meet the increasing need for material and culture from people, the design of the Chinese character should embody significance of modern age, accord with features of times and be accepted by international community. Combining with graduation design and analyzing the application of Chinese characters in graphic design, the essay presents theories and practical guidelines for designers, mainly including the following aspects: first, abstractresearch status of Chinese characters and the structure of the essay; second, summary of Chinese characters as national design element; third, analysis to the expression technique in the application of graphic advertisement design; fourth, application of Chinese characters as national design element, a case study of graduation design. Key words: Chinese character the design of Chinese character graphic advertisement design Author: Qingqi Zhou Instructor:DaluZha 论汉字在平面广告设计中的应用一、引言——研究现状和本文结构 论汉字在平面广告设计中的应用 一、引言——研究现状和本文结构 PAGE PAGE 10 一、引言——研究现状和本文结构 （一）研究状况回顾 汉字承载着中华民族数千年文化的神髓，是民族传统文化中不可或 缺的重要元素；而平面广告设计源于西方，西方的设计标准对其创作影 响深远。我们知道固步自封或全盘西化都不应该也不可能是国内平面广 告设计发展的方向，因此民族元素在