中国平面广告的创意缺失  

Creative Lack of Chinese Graphic Advertisement

作　　者：刘丽颖[1] 

机构地区：[1]河南科技大学,洛阳471003

出　　处：《包装工程》2011年第8期85-88,共4页Packaging Engineering

摘　　要：以中国平面广告中创意缺失的硬伤为切入点,分析平面广告中普遍存在的明星代言、千人一面、创意平庸等缺陷,提出从优秀的中国传统文化中汲取灵感和营养,结合具体实例,剖析优秀的传统文化对中国平面广告创意的重要性和重大影响,期望从中获取有益的启示和营养。最后以传统文化的精神特质和表现形式来提升平面广告创意,为平面广告的整体发展提供实践经验并奠定更坚实的理论基础。Taking creative lack of Chinese graphic advertisement as starting point,problems of Chinese graphic advertisements such as celebrity endorsements,common duplication,and less creation are analyzed.It is proposed that the excellent traditional Chinese culture is good for inspiration.Combined with specific examples,significant effects of the excellent traditional Chinese culture is the most important for graphic advertisements creativity.Ultimately,graphic advertisements are guided by spiritual characters and forms of traditional Chinese culture and then,it should be lay a more stable theoretical basis and provided experience.

关 键 词：平面广告 创意 雷同 制作平庸 

分 类 号：J524.3[艺术—艺术设计]