以“禅”入意——解读广告设计中的别样创意  

EMBEDDING"ZEN"INTO ARTISTIC CONCEPTION-EXPLAINING THE PARTICULAR CREATIVITY IN ADVERTISING DESIGN

作　　者：吴珂[1] 

机构地区：[1]湖南理工学院美术学院,湖南岳阳414006

出　　处：《云梦学刊》2013年第1期152-154,共3页Journal of Yunmeng

摘　　要：现代广告大多是以热烈的、繁杂的、喧闹的、造作的广告作为表现形式,而有思想、有意境的禅广告却是变实在为空灵、变繁杂为简单、变造作为自然、变喧闹为幽静,以少胜多,以简驭繁,追求浑然天成。从理论上研究新颖的、触及内心、回味更悠长的禅意广告作品,具有理论价值和现实意义。Most modem advertising forms are warm, multifarious, noisy and artificial, while Zen advertising is full of thoughts and artistic conceptions and it can turn reality into empty spirit, complexity into simplicity, artificiality into nature and noise into quietness. What＇s more, it can make less over more, simplicity over complexity to achieve a natural mix. Therefore, to study Zen advertising is significant both in theory and reality.

关 键 词：禅意 广告设计 创意 

分 类 号：J524.3[艺术—艺术设计]