中国书画艺术在平面广告中的运用及发展前景【文献综述】.doc

1、本科毕业论文 文献综述 广告学 中国书画艺术在平面广告中的运用及发展前景 中国书画是我们民族文化的优良传统之一，它不仅是进行思想文化交流的工具，也是独放异彩的艺术瑰宝。中国书画的历史源远流长，历转千年而不衰，可以说是中化民族文化宝库中一门具有独特形式的艺术。我认为，将中国书画能动地、理智地、巧妙地运用到现代平面设计增加设计作品的中国传统文化内涵与民族特色，提高设计水平和质量，让我们的文化产品能以更强劲的势力打入国际市场，对振兴国民经济，促进我国现代化建设，有这及其重要的现实意义。中国的平面设计应该植根于中国的 文化土壤，形成具有中国血统的平面设计，凸显民族特色和风貌。 唐绍钧，沈德坤 先生在

2、中国传统元素在当代设计中的运用 中提到中国书画运用于平面设计中的目的和意义。总结后主包括三点： （一）消费群体的广阔，保证了市场的占有率 我们的祖先创作了灿烂辉煌的民族文化，造就了天人和谐的辩证的“太极双向逆反，道德变易归一”的彻悟文化，和其以整体把握中认识天、地、人三界，并且形成了与西方文化完全不同的文化体系，中国文化无疑是人类文化中最优秀的文化之一。中国具有五千年灿烂文明，对其周围地区和民族的古代文化产生过巨大的影响。 后来，这种艺术形式传到了韩国、日本、新加坡、马来西亚以及亚洲很多国家。之后，有漂洋过海传到了英国、法国等西方国家。中国书画对这些国家的书画艺术产生了深远的影响。比如在日本，

3、中国绘画，服饰文化一起，成了日本传统和文化定式。在欧洲，中国书画直接或间接运用于现代艺术作品和设计作品中。 （二）继承民族文化传统，弘扬传统文化 艺术作品有寓教于乐、潜移默化的特点，能使人们在不知不觉中受到艺术的熏陶和启迪。我们将书画巧妙运用到与人们生活密切相关的食品包装，日用品包装，广告设计等其他一切平面设计中去，特别是一些与民众日常生 活息息相关的传统消费品，如地方特产，传统手工艺、茶叶及烟酒等，能营造一种美好的文化氛围。此举不单单是为了树立形象，推广品牌，而且也是对传统文化地继承和发扬，对人们进行审美宣传教育。 （三）民族的就是世界的 艺术重在求异而不是求同，越具地方和民族性才越具世界意

4、义。艺术与世界的接轨应是在吸收外来文化的同时，保持、弘扬民族文化的精神。 香港著名平面设计家靳埭强在整个华人设计界有这极高的地位，国际上的设计奖与创意奖项可以说拿奖拿到手软。他最擅长把中国传统文化元素融入到自己平面设计作品中去。他的设计作品简洁 明了，凸显出深厚的文化底蕴和艺术意义，具有明显的中国特色。他认中国书画是一种很好的艺术修养，它让他保持对美感、创意的美感，也经常是他创意的来源。 中国的传统文化是世界文化的一个重要组成部分，对世界的文化发展发生了深远的影响。中国书画是中国传统文化的一个缩影，理应得到很好的保护和弘扬，中国每一个平面设计师都应该责无旁贷的担起弘扬国粹的使命。中国的现代平面

5、设计在借鉴国外设计的同时，不应该忽视本土最具特色，最具代表性的传统系。只有立足于民族的传统文化和体现民族精神的设计，才是真正具有世界意义的设计。 在 李峻 .中 国画语言与表达 M.南宁：广西美术出版社， 2002提到这样的观点： 在中国视觉传达设计中，传统视觉元素的应用和整合是构成中国视觉传达设计艺术独特风格的关键，中国传统绘画艺术中，最具传统特色的 “ 绘画元素 ” 即 “ 书 ” 、 “ 画 ” 、 “ 印 ” 元素在伴随着西风东渐的对峙与融合，成为了一种新生。 从中国画中所具有的元素，即其中的笔墨、提款的书法、铃印的印章为出发点，借此分别阐释在现代视觉设计中的应用与革新。 中国平面设计

6、的现状在蓬勃发展的过程中，对于中国书画在平面设计中的运用也只是在开始的阶段而已，随着中国文化越来越被世界友 人的关注，我相信中国的文化会被更多的人承认与追捧。中国书画在平面设计中的运用必定有更好的发展。 查看了这些资料后，我认为“中国书画艺术在现代平面设计中的运用和发展前景”可以很好的完成，这些在论文写作中定有帮助。 附录 2：外文文献原文 1 Discussion on Chinese traditional culture in the plane advertisement creativity utilization Chinese traditional culture had a

7、long history, traditional culture is formed in the beginning of graphics, from human history since ancient human use graphics to convey thoughts and feelings T and left precious cultural heritage. Traditional culture is absorbed all the excellent culture of highly refined factor, contains the text,

8、the humanities building, national customs, cultural and historical figures and so on to the national character of all forms. The traditional culture element is not just a form of visual symbol, is also a kind of spiritual kernel. In todays society, Chinese traditional culture is the main source of p

9、lane advertisement originality, such as lanterns, Peking Opera, the Mid-Autumn moon, Chinese Kung Fu, the “scholars four jewels“, fancies of men of letters, antique furniture, seal carving, Chinese red and so on, all of these are in the plane advertisement popular symbols, but the application of tra

10、ditional culture elements must be aware of these elements of traditional culture, is not only a kind of pattern, but by the Chinese traditional culture is derived, is the embodiment of the spirit of traditional culture as a carrier, in the plane advertisement creativity in the use of these elements

11、can make the advertisement and the audience emotional resonance, these elements of traditional culture and Chinese emotion is come down in one continuous line.One, Chinese traditional culture originCivilization evolution finally merged into a reflection of the national character and style of the cul

12、ture known as the traditional culture, he is an ethnic history of the various stages, various ideological culture, ideology general embodiment, is a nation in history existed, happened, by todays memory and continue to use or change the human survival mode. Traditional culture is composed of“ tradit

13、ional“ and“ culture“ two concepts are formed by a combination of traditional, not only refers to the presence of past things, it also includes spread up to now in the past there. American sociologist Edward hills in“ traditional“ a book that“ live on over three generations, being given the value and

14、 significance of things can be perceived as is traditional.“ Traditional for each one of us, it is a kind of historical and realistic existence.Chinese traditional culture refers to the culture as the root, the Chinese nation created by, after a long history of development and accumulation of cultur

15、e handed down. Confucianism is the core of Chinese traditional culture, the fusion of various ethnic groups in China culture, but also absorbed Taoism, Buddhism thought, it is people-oriented humanistic moral culture, ethics is one of its important characteristics, pay attention to morality and idea

16、l personality, the pursuit of the spirit of the most high realm, advocating the doctrine of the mean in the. Traditional culture in the Chinese mind is thousands of years, ingrained, their way of thinking, value orientation, aesthetic consciousness are subject to the influence of traditional culture

17、, so the modern plane advertisement creativity in wants to be acceptable to the public is inseparable from the Chinese traditional culture, especially the traditional Chinese art form.Two, traditional, modern and a plurality of combinationA plurality of the fusion of art is long lasting method. In p

18、lane advertisement design in the use of Chinese traditional culture have a cultural resonance at the same time, the East and the West in aesthetic still exist some differences, too much emphasis on the localization design for products open up international market, into the international. Work if onl

19、y to carry forward the national spirit, carrying forward the national culture, there must have long-term vitality, ancient Chinese thought emphasizes the contention of a hundred schools of thought, culture, exchange and communication needs mutual fusion. Therefore, modern graphic design in promoting

20、 the absorption characteristic of traditional culture at the same time, should also adopt compatible simultaneously method, absorbing other peoples of the world cultural advantages, into the world of the diversification design style, traditional Chinese culture and modeling elements and style of the

21、 times combined, giving time and modern sense. As of 2009 Cannes Advertising Festival, one of NIKEs design“ paper battlefield“ won the design award. This advertisement is Hongkong Mccann creation, they have unique method of making Chinese characters and post modern design style combination. Advertis

22、ing main body picture is athlete basketball shape and Chinese characters, Chinese characters for“ stroke“,“ pa“,“ relentless“ interpretation of the struggle, competitive sports theme. Every athletes image with monochrome printing methods together, the visual impact is very strong, and have a strong

23、sense of movement. All the judges gave a high evaluation, concept and design are very good. This shows that good works are not rigidly adhere to the form, but to absorb all the available elements, emphasizing fusion.Traditional culture and modern plane advertisement belongs to the two aspect of hist

24、ory, traditional culture is inherited from the history and civilization of the development, and the modern plane advertisement in the subversion of the traditional tone in the search for innovative to the survival and development of new things. Therefore, when the“ innovation“ and“ traditional“ coll

25、ide together, will create the mutual restriction, soIn plane advertisement originality in the integration of traditional culture should pay attention to coordination, advertising and not just reflect and promotion of traditional Chinese culture, but also know how to use the modern perspective to fin

26、d other culture elements, so as to make the advertisement on the interest of the audience.Three, creative application of traditional culture in theIn the international design competition, talent showing itself to Chinese advertising works, mostly joined the elements of traditional Chinese culture. W

27、e deeply understand that only the works of art of our traditional culture, to win the attention of the world. Now some domestic enterprises have begun to attach importance to creativity in advertising in the use of Chinese traditional cultural elements, like Geely Automobile in China traditional cul

28、ture of mining and the use of a bold attempt, as Facebook s Geely Automobile, make Chinese culture history and modern technology realize the ingenious fusion. In traditional Chinese culture, some characteristics of Chinese elements, it is easy to cause consumer cultural resonance, it is the people a

29、nd cultural bonds. Chinese artists and designers, has been in the field of art and design of modern art and design exploration. This exploration has bright Chinese culture characteristic, is to take the worlds advanced science and technology and progress, and Chinese traditional culture together, pr

30、omote the development of Chinese culture. Chinese culture to all advanced culture has always been accepted, absorption, integration, and innovation. China advertising creative if you want to be the world advertising mainstream acceptance, is rooted in the Chinese traditional culture soil, take the u

31、nique Chinese advertising creative way, make traditional elements become promotion advertising creative is the key.Hongkong famous graphic design master Jin Daiqiang, is the perfect combination of traditional culture and modern design representative, his works with strong ethnic characteristics, the

32、 essence of Chinese traditional culture, integration into the western modern design concepts to he always advocates, many of his works reflect this kind of thought. In his poster design“ freedom“ in the series, with the Chinese painting techniques, the integration of modern technology to the special

33、 texture effects, modern yet traditional, in the mood, person, emphasize the day heart harmonious relationship, to achieve a kind of art in the mind communication environment in the international“ in water“ theme poster art during the fair, his poster“ water life culture“, the national decoration st

34、yle of the pattern as a whole works in the background, a special virtual processing, the whole picture with black and white, forming the shape and color coordination, conflict between the effect of fusion. He proposed the establishment of “truth, goodness, beauty “ view, true, goodness, beauty in tr

35、aditional Chinese culture is the most fundamental spirit, applied to advertising design, is the traditional culture and modern design is a combination of. Jin Daiqiangs work was successful, mainly the traditional culture cleverly integrated into the modern art design, so that works with traditional

36、culture, enhance the design work for the national appeal.Chinese traditional culture is the modern plane advertisement creativity the indispensable source of inspiration, and with the traditional culture more and more get the attention of the whole world, in the advertisement creativity in tradition

37、al cultural elements necessarily easier to get the audience s identity. In our traditional culture is the world when attention is bound by the impact of foreign culture, only open mind to the world civilization based, absorbing the excellent culture of the world and advanced design ideas, innovation

38、 Seeking Difference, our traditional culture in order to inherit and carry forward the creative advertising, while in turn decorated advertising creative, to China the plane advertisement into the world stage. Source from： Heerbosi Chinese culture in Globalization 附录 3：外文文献译文 1 中国传统文化在平面广告创意中的运用 中国传

39、统文化渊源流长 ,图形是传统文化形成的开端 ,从有人类历史记载以来就有古人类使用图形来传达思想与沟通感情 t 并为后人留下了宝贵的文化遗产。传 统文化是吸取了所有优秀文化经过高度提炼的因子 ,包含了文字、人文建筑、民族风俗、文艺及历史人物等等能反应民族个性的一切形式。传统文化元素不只是形式上的视觉符号 ,更是一种精神内核。在现在社会 ,中国传统文化更是平面广告创意的主要来源 ,如灯笼、京剧脸谱、中秋圆月、中国功夫、文房四宝、琴棋书画、古玩家具、篆刻印章、中国红等等 ,这些都已是平面广告中的热门符号 ,但是在运用传统文化元素时必须意识到这些传统文化元素 ,不仅仅是一种图案 ,而是由中国传统文化派

40、生出来 ,是体现传统文化精神的一种载体 ,在平面广告创意中运用这些元素可以使 广告作品与受众产生情感上的共鸣 ,这些传统文化元素和中国人的情感是一脉相承的。 一、中国传统文化的渊源 文明不断演化最终汇集成一种反映民族特质和风貌的民族文化称为传统文化 ,他是一个民族历史上各个阶段、各种思想文化、意识形态的总的体现 ,是一个民族历史上存在过、发生过、被今天记忆并沿用或有所改变的人类生存方式。传统文化是由“传统”和“文化”两个概念组合形成的 ,传统不仅是指过去存在的东西 ,它还包括流传到现在的过去存在的东西。美国社会学家爱德华希尔斯在论传统一书中则认为“延传三代以上的、被人类赋予价值和意义的事物都可

41、以看作是传统。”传统对我们每一个人来说 ,它是一种历史和现实的存在。 中国传统文化指的是以中华文化为根本 ,中国各民族共同创造的 ,经过长期的历史发展而积淀流传下来的文化。儒家思想是我国传统文化的核心 ,融会了我国各少数民族文化的精华 ,同时也吸收了道家、佛家等思想 ,它是以人为本的人文道德文化 ,重伦理是它的一个重要的特点 ,注重道德修养和理想人格 ,追求精神上的至高境界 ,崇尚中庸无为。传统文化在中国人心中已有数千年的影响 ,根深蒂固 ,其思维方式、价值取向、审美意识等都受到传统文化的影响 ,所以现代平面 广告中的创意要想为大众接受必然离不开中国传统文化 ,尤其是传统的中国艺术形式。 二、

42、传统、现代以及多元化的结合 多元化的融合才是艺术生命力持久的方法。在平面广告设计中运用中国传统文化产生文化共鸣的同时 ,东西方在审美上还存在一定差别 ,过于强调本土化的设计不利于产品打开世界市场 ,走向国际。作品如果只是为了发扬民族精神 ,弘扬民族文化 ,那么必然没有长久的生命力 ,我国古代思想就强调百家争鸣 ,文化间需要互相融合、互通与交流。因此 ,现代的平面设计在提倡吸收传统文化特点的同时 ,还应该采取兼容并举的方法 ,吸收世界 其他民族文化的优点 ,融入世界多元化的设计风格 ,将中国传统文化与造型元素和时代风格相结合 ,给予时代性和现代感。如 2009 戛纳广告节上 ,NIKE 的一个设

43、计纸上战场夺得设计类大奖。这个广告是香港麦肯创作的 ,他们把汉字独特的制作方法与后现代设计风格相结合。广告的主体画面是运动员打篮球的造型和汉字 ,用汉字“搏”、“霸”、“狠”诠释出拼搏、竞争的运动主题。每一个运动员的形象都用单色印刷的方法叠加在一起 ,视觉冲击力很强 ,又有强烈的运动感。所有评委都给予了很高的评价 ,概念与设计都非常出色。由此看出但凡优秀的作品都不拘泥 于形式 ,而是吸收所有可用元素 ,强调融合。 传统文化与现代平面广告属于两种历史层面 ,传统文化是继承了历史与文明的发展 ,而现代平面广告是在颠覆传统的基调中寻求创新才能生存发展的新生事物。因此 ,当“创新”与“传统”碰撞在一起

44、时 ,必然会产生相互的制约 ,所以 在平面广告创意中融入传统文化时要注意相互的协调 ,广告又不能只是体现和宣传中国传统文化 ,也要懂得用现代的角度来发现其他民族优秀文化元素 ,这样才能使广告引起受众的兴趣。 三、广告创意中传统文化的应用 在国际广告设计竞赛中 ,能够脱颖而出的中国广 告作品 ,大都加入了中国传统文化的元素。我们深刻体会到只有在作品中融合我们的传统文化 ,才能赢得世界的重视。现在一些国内企业已经开始重视在广告创意中运用中国传统文化的元素 ,像吉利汽车就在中国传统文化挖掘和运用方面进行了大胆的尝试 ,京味脸谱的吉利汽车 ,将中华民族的文化历史和现代科技实现了巧妙的融合。中国传统文化中的一些中国特色的元素 ,很容易引起消费者的文化共鸣 ,它是国人与文化之间的感情纽带。中国的艺术家和设计师 ,也一直在艺术和设计领域进行现代艺术与设计的探索。这种探索带有鲜明的中华文化特色 ,是为了把世界先进科学技 术与进步思想 ,和中国传统文化结合在一起 ,推动中国文化的发展。中国文化对一切先进文化从来就是接受、吸收、融合、创新。中国式广告创意如果要被世界广告主流所接受 ,只有根植于中国传统文化的土壤里 ,走独特的中国式广告创意之路 ,让传统元素成为提升广告创意的关键所在。