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中国书法作为广告设计中的重要元素,对于广告设计的创新性具有重要的意义。书法创新教学的意义在于帮助学生整合中国传统文化与现代广告设计理念,充分体现东方艺术在现代环境下的魅力。然而,现在仍有不少学生对于中国传统文化元素尤其是书法知之甚少,不能做到知己知彼,那么也就不能在实际应用中游刃有余了。所以,分析中国书法在广告设计教学里的重要作用,明确教学与实践的切合点,对于提高学生将我国传统文化的重要形式之一——书法应用于广告设计中具有重要的意义。
As an important element of advertisement design, Chinese calligraphy is of great significance to the creativeness of advertisement design. The significance of calligraphy innovation teaching is to help students integrate the traditional Chinese culture and modern advertising design concepts, fully embody the charm of oriental art in a modern environment. However, there are still quite a few students who know little about traditional Chinese culture, especially calligraphy. They can not be self-aware, and they can not do enough in practical applications. Therefore, analyzing the important role of Chinese calligraphy in advertisement design teaching and clarifying the point of teaching and practice is of great significance to improve students’ application of calligraphy in advertisement design, one of the important forms of Chinese traditional culture.