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现代平面广告是艺术的载体,影响着人们的思想意识以及审美观念,在当面充满钢筋水泥的城市中,人们更多的追求民间艺术以及生态自然。随着近些年,在全球范围内中国元素的持续升温,在现代平面广告设计中应用中国画元素成为广告行业的最新理念。平面广告设计元素与中国画元素有着非常特殊的互补性,在如今的平面广告设计创意中可以看见中国画元素的踪影,对平面广告设计创意采用中国画元素是时代潮流也是当今设计界的共识,设计师必须要理解中国画元素的内涵,才能在广告设计利用中国画元素来体现设计作品的文化内涵。本文就如何在现代平面广告设计中对中国画元素的应用进行研究,并且提出相关建议,希望给予广告行业以借鉴。
Modern print ads are the carrier of art, affecting people’s ideology and aesthetic ideas. In the city full of reinforced concrete, people are more pursuing folk art and ecological nature. With the continuous warming of the Chinese elements in the world in recent years, the application of Chinese painting elements in modern print ads has become the latest concept in the advertising industry. Graphic advertising design elements and Chinese painting elements have a very special complementarity, in today’s print ads design ideas can see the traces of Chinese painting elements, the creative design of print ads using Chinese elements is the trend of the times is the consensus of today’s design community, designers must To understand the connotation of Chinese painting elements, we can make use of Chinese painting elements in advertising design to reflect the cultural connotation of design works. This paper studies how to apply the elements of Chinese painting in the design of modern print ads and puts forward some relevant suggestions in the hope of giving reference to the advertising industry.