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伴随新经济时代的蓬勃发展与中国加入WTO后市场经济环境与秩序的改变,体验设计的概念与应用距离我们越来越近。商用广告设计的适用范围,诸如设计定位与理念表达等问题也随之发生变化。如何使商用广告设计顺应时代的发展,成为市场认同且传播辅助手段更加有效,既突现本民族较强艺术表现力又能够在新经济下扮演精彩的舞台角色,是每一个广告设计者在市场和商机面前所遇到的尖锐挑战。本文拟通过对商用广告自身运行特点与诉求要素的理性分析,旨在探索新经济环境下商用广告设计的运作方式与市场更贴切的适用关系。
With the vigorous development of the new economy era and the change of market economy environment and order after China’s accession to the WTO, the concept and application of experience design are getting closer and closer to us. Commercial advertising design scope, such as design positioning and concept expression and other issues also will change. How to make commercial advertising design conform to the development of the times, to become market recognition and more effective means of communication aids, not only highlighting the strong artistic expression of the nation but also playing a wonderful role in the stage of the new economy, is that every advertising designer in the market and Sharp challenge encountered in the face of business opportunities. This paper intends to explore the characteristics of commercial ads themselves and the demand elements of the rational analysis of the commercial environment in order to explore the design of the commercial advertising design and market more appropriate application of the relationship.