传统汉字在广告设计中的运用  

The Application of Traditional Chinese Characters in the Advertising Design

作　　者：张晓华[1] 王坤[2] 

机构地区：[1]华东理工大学艺术设计与传媒学院,上海200237 [2]华东师范大学心理与认知科学学院,上海200062

出　　处：《宁波职业技术学院学报》2013年第5期61-65,共5页Journal of Ningbo Polytechnic

摘　　要：以汉字为切入点,结合实例从汉字形貌修辞和汉字字体设计两方面论证了汉字这一传统文化元素在现代广告设计中的应用,同时指出目前国内设计领域中存在的传统文化元素设计误区。旨在提供一种将汉字引入至广告作品中的正确合理的方式,期望能以这种合理的方式赋予传统文化生机与活力,为现代广告设计提供一种新的思路。中国传统文化元素,即融合了中国传统文化的内在精神特质和外在感觉体验的文化元素,是最具表现力的文化形式之一,在广告设计中运用的前景大为可观。Based on Chinese characters as the breakthrough point,this article has demonstrated the application of the traditional Chinese characters as one form of the culture elements in the modem advertisement design, combined with examples from the two aspects of physical-form rhetoric and Script design of Chinese characters. And it also pointed out the current misunderstanding areas existing in the design of the traditional culture elements of the domestic field. This essay aims at providing a correct and reasonable way of introducing Chinese characters to the ad works,and hoping to give the vigor and vitality to the traditional culture,and providing new thoughts for the modem advertisement design. Chinese traditional culture elements,namely combining the inner spirit of traditional culture and the elements of outer sensory experience ,is one of the most expressive forms of culture ,and indicating the widespread use of the traditional culture in the advertising design.

关 键 词：汉字 形貌修辞 字体设计 广告设计 

分 类 号：J524.3[艺术—艺术设计]