国内广告设计,在纵向发展上处于一个大刀阔斧前进的阶段,尚未定型;在横向比较上与发达国家相比仍有相当大的差距,有待于提高。随着经济的发展,现代中国广告设计既得到了一些收获,又存在着明显的、亟需解决的问题。问题何在,收获又在哪里?我们应当怎样面对现代广告设计中的问题和收获?本文从广告中的影像造型表现入手,通过分析中国广告目前面临的问题和获得的收获,找出更好的有利于其发展的思路。 Domestic advertising design, in the vertical development in a radical stage, not yet finalized; horizontal comparison with developed countries there is still a considerable gap, to be improved. With the development of economy, the design of modern Chinese advertisement not only gained some benefits, but also had obvious and urgent problems to be solved. Where are the problems and where are the gains? How should we deal with the problems and gains in the design of modern advertising? This article starts with the imaging performance of advertisements and analyzes the current problems and gains in Chinese advertising so as to find out better It is conducive to the development of ideas.