南京云锦元素在平面广告中的运用.docxVIP

摘 要 本文以平面广告广告为研究对象，全面、系统地分析了云锦在平面广告广告中中国传统文化元素的应用，总结了其现状，分析了其作用原理，并针对存在的问题，提出了相关意见和建议。??本研究是符号学的理论和方法，对平面广告广告中中国传统文化元素的应用进行剖析，以此见微知著，从更大意义上透视中国传统文化元素在广告行业中的应用和传播，折射出中国传统文化在现代国际社会的号召力和中国人的文化归属感。在当前传统文化与现代文化、本土文化与外来文化、民族文化与世界文化、单一文化与多元文化的激烈交锋与冲突中，中国传统文化必须全面自觉、包纳融合，在吸收外来文化与本土文化自我创新中永远保持自身的先进性。?? 通过研究，不仅能将南京云锦元素的特色进行更深层次的认知，还能使各类平面广告在今后使用云锦元素方面更加严谨，从而能大大的提高工作效率，同时也不会使设计者因为不了解云锦知识而在设计广告过程中出现笑料，因此研究南京云锦元素在平面广告中的运用是具有现实意义的。 关键词：云锦；丝制工艺品；平面广告；创意 ABSTRACT The plane advertisement as the research object, comprehensive, systematic analysis of its application China traditional culture elements in the plane advertisement, summarizes its current situation, analysis of its principle, and according to the existing problems, put forward relevant comments and suggestions. This study is the semiotic theory and method, the application of traditional culture elements China plane advertisement in carries on the analysis, in order to see around corners, perspective of application and dissemination China traditional culture elements in the advertising industry in the larger sense, reflects the Chinese appeal of traditional culture in modern international society and Chinese culture the sense of belonging. In the fierce confrontation and conflict of the traditional culture and modern culture, native culture and exotic culture, national culture and world culture, single culture and multi culture, traditional culture must be fully conscious Chinese, contain the fusion, in the absorption of foreign culture and native culture of self and always maintain its advanced nature in the new. Through the research, not only can the Nanjing brocade elements characteristic for the deeper cognition, can make all kinds of advertisements in the future use of traditional elements is more rigorous, so it can greatly improve the work efficiency, but also will not make the designers because they dont understand its knowledge and humor in advertising design in the process of using, so to research the Nanjing br