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本文从平面广告审美结构的三个层次陈述广告视觉审美是一种复杂的、综合的创作、体验活动。平面广告各构成要素在广告视觉中起着重要作用。在平面广告设计作品中,用于画面设计的手段可谓风格各异,流派繁多。但在流行复古、返璞归真的今天,越来越多的作品更倾向于简洁明快的表达方式。如何以最简洁的表达去引起受众的最大关注呢?从最基础的平面构成的语言中能够明白,根据图像、文字、色彩的形态特征和性格特性进行创作,科学地达到广告诉求的目的。
This article states from three levels of the aesthetic structure of print ads that the visual aesthetic is a complex and comprehensive creative and experiential activity. The elements of print ads play an important role in advertising vision. In the print ads design work, the means used for the screen design can be described as different styles, many genres. But in the popular retro, back to nature today, more and more works are more inclined to concise and clear expression. How can we bring the most attention to the audience with the most concise expression? From the language of the most basic plane, we can understand that according to the images, characters, colors, the morphological characteristics and personality characteristics of creative, scientifically achieve the purpose of advertising appeal.