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五千多年的历史发展进程形成了我国独特的文化传统和民众生活方式,在这个发展的过程中也积淀下多种多样的民间风俗习惯和一些本土的艺术形式。由于受到欧美广告艺术的影响,越来越多的设计师一味追求形式的新颖和新奇,使我们的广告艺术渐渐丧失了民族精神和本土文化内涵,令其作品显得空洞无力。一个国家艺术的发展离不开在本土文化的基础上不断吸收外来艺术的优点,但最重要的还是要把握本土文化的内涵。这种对本土文化的运用在教学中越来越重要,设计从业者在前期的学习过程中对于本土文化的充分把握才能在后期的设计中充分发扬本土文化,这样我们的广告设计才能够充分的展示民族精神,民族文化。本文将着重对教学中本土文化内涵的传授以及如何在把握传统文化内涵的基础上对其表现手法进行借鉴来进行研究。
Over 5,000 years of historical development have shaped our unique cultural traditions and popular lifestyles. During this development, we have accumulated a great variety of folk customs and some local art forms. Due to the influence of the European and American advertising art, more and more designers blindly pursue new forms of novelty and novelty, making our advertising art gradually lose its national spirit and native cultural connotation, making its works appear empty and weak. The development of art in a country can not be separated from the advantages of absorbing foreign art on the basis of local culture, but the most important thing is to grasp the connotation of local culture. This kind of use of local culture is becoming more and more important in teaching. The design practitioners’ sufficient grasp of local culture in the early learning process can fully promote the local culture in the later design so that our advertising design can fully display National spirit, national culture. This article will focus on the teaching of indigenous culture connotation and how to grasp the connotation of traditional culture on the basis of their performance practices for research.