现代广告设计中民族传统文化元素的符号学解读  

The Semiotic Interpretation of the Element of Ethnic Traditional Culture in the Design of Modern Advertisement

作　　者：黄志华[1] HUANG Zhi-hua(Gannan Normal University Academy of Fine Arts, Ganzhou, Jiangxi 341000, Chin)

机构地区：[1]赣南师范大学美术学院,江西赣州341000

出　　处：《贵州民族研究》2018年第2期161-164,共4页Guizhou Ethnic Studies

摘　　要：现代广告在进行设计时,会广泛运用各种符号元素,利用声音、图形、文字来进行形象的塑造和叙事。在现代广告设计中积极使用少数民族传统文化元素符号,可以提升广告中产品文化的附加值,消除广告中产品的均质化,还可以重新编码广告中商品信息。本文在梳理现代广告设计中符号学运用情况的基础上,详细分析了藏族的青稞啤酒广告、桂林三花酒平面广告、香格里拉·藏密酒广告、西藏冰川矿泉水广告,解读其在设计中使用少数民族传统文化元素符号的情况及产生的作用。Modern advertising in the design will be widely used in various symbols elements, the use of sound,graphics, text to image shaping and narrative. Active use of the ethnic traditional culture symbol in the modern advertisement design, can enhance the added value of cultural products in advertisement, eliminate homogenization advertising products, but also product information re encoding in advertising. The symbol in the modern advertisement design by combing the situation on the basis of a detailed analysis of the Tibetan barley beer commercials, print ads, Shangri-La-Guilin 3 Huajiu Zhangmi wine advertising, Tibet glacier mineral water ad, the interpretation of the use of minority traditional culture elements in the design of the symbol and the effect of.

关 键 词：现代广告设计 少数民族传统文化元素 符号学解读 

分 类 号：J502[艺术—艺术设计]