基于区域民俗旅游会展的广告创意设计研究  

Advertising Creative Design Based on Regional Folk Tourism Exhibition

作　　者：周梅婷[1] 

机构地区：[1]天津师范大学,天津300387

出　　处：《包装工程》2017年第18期32-35,共4页Packaging Engineering

基　　金：天津市艺术科学规划项目(D12045);天津师范大学校青年基金项目(52WU1410)

摘　　要：目的旨在提出基于区域民俗旅游会展的广告创意设计的有效形式和方法。方法以杨柳青民俗文化旅游节为例,将传统手工艺等民俗元素与现代观念、技术并置,结合民俗旅游会展的独特广告宣传价值,对区域民俗旅游会展的广告形式的创意设计进行分析。结论在此基础上,提出包括整合区域民俗旅游会展的品牌形象、民族文化的深度介入、传统手工艺符号的合理运用、旅游观念改变广告方式、户外新媒体和传统手工艺的互动等广告创意设计建议,继而也为传统手工艺等民俗文化的在当下的发展给出了新的视角和思路。It aims to propose effective forms and methods of advertising creative design and application based on folk tourism exhibition. Based on Yangliuqing folk culture festival as an example, the traditional arts and crafts and other folk elements and modern concepts and techniques are collocated, combined with the unique advertising value of folk tourism exhibition, the creative design of regional folk tourism exhibition advertising format is analyzed. On this basis, the adver- tising creative design including the integration of brand image of regional folk tourism exhibition, the depth involvement of national culture, the reasonable use of traditional handicraft symbol, the advertising way changed by the concept of tourism, outdoor new media and traditional crafts interaction is proposed, which gives a new perspectives and ideas for the following development in the traditional crafts and folk culture.

关 键 词：会展 广告创意设计 杨柳青 传统手工艺 户外广告 

分 类 号：J524.3[艺术—艺术设计]