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广告不仅仅是一种宣传媒介,一种信息传播载体,更是一种艺术形式,一种文化载体。广告的出现不仅将商品信息广而告之,丰富、改善了消费者的生活,同时它又以新颖独特的艺术设计形式给人们带来极具震撼的视听体验。改革开放以来,中国广告取得了突破性发展,广告创意水平与过去相比有了更为明显的提高,有些佳作已经达到甚至超越了国际顶尖水平。但是也不得不承认,现代广告受外来影响越来越大,广告设计也逐渐西化,失去了自己的特色。现代广告既要展现出商品的特征,又要得到消费者的认可,就必须融入我国传统文化元素,要符合国民传统的审美要求。本文对传统视野下的广告设计进行了探析,以促进我国现代广告的创新与发展。
Advertisement is not only a kind of media, a carrier of information dissemination, but also an art form and a cultural carrier. The emergence of advertisements not only popularized the product information, enriched and improved the life of consumers, but also brought a very impressive audiovisual experience to people in the form of novel and unique art and design. Since the reform and opening up, China’s advertising has made breakthroughs in the development of advertising creative level compared with the past has been more significantly improved, some of the best has reached or even exceeded the international top level. However, they also have to admit that modern advertisements are increasingly affected by external influences and advertisement designs have also gradually been westernized and have lost their own characteristics. Modern advertising not only shows the characteristics of goods, but also get the recognition of consumers, we must integrate into the traditional elements of our culture, to meet the national aesthetic requirements. This article has carried on the analysis to the advertising design under the traditional vision, in order to promote our country modern advertisement innovation and the development.