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美国作业代写:The regional style of advertising design

2017-12-13 来源: 51due教员组 类别: Paper范文

下面为大家整理一篇优秀的paper代写范文- The regional style of advertising design,供大家参考学习,这篇论文讨论了广告设计的地域风格。由于各地方的地域文化不同,各地区人们的性格特点与审美品位也存在明显的差异。因此广告设计作为有独立设计语言的媒介,要迎合当地受众的审美必须具有一定的地域性特征和独特风格。

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China's vast territory, the regional culture of different regions, people's personality characteristics and aesthetic taste also exist obvious differences. Advertising design as an independent design language media, to cater to the local audience's aesthetic must have a certain regional characteristics and unique style. Based on the characteristics of local advertisement design and local cultural aesthetic taste, this paper makes a comparative study on the performance of the Yangtze River basin and the Yellow River basin, and lays a good foundation for further developing its regional design characteristics and enriching the native culture.

The so-called regional style, refers to in the same time, the space, each national culture blends the collection. It is a unique traditional custom, habit and concept which accumulates and precipitates gradually under the special geographical environment. Therefore, the design works of a certain region can embody the style characteristics of the region by means of the visual elements such as pattern, color and text, and constitute a special label and symbol.

If the regional cultural style characteristics are labeled, then based on the local climate environment, geographical location, traditional concepts and other factors, will gradually form their own unique clothing characteristics, architectural art style and aesthetic concepts, over time, the strong mark of the local brand, Finally becomes the special symbol which can represent this particular region, thus forms "the local characteristic", then transmits through the medium or the carrier by some kind of means.

In a word, the content of regional culture consists of three aspects, namely, material level, system level and philosophical level. In particular, the material level of culture mainly refers to the language of specific regional groups, diet, architecture, clothing, utensils and so on; the system level includes people's Customs, etiquette, system, law, religion, art, and so on. While the culture of the philosophy level refers to the people's value orientation, aesthetic taste, group intrinsic spirit and so on in the special region. The above three aspects of the connotation of the expression is two distinct characteristics, namely "local" and "national character".

Geographical location and cultural heritage and the relationship between the two are the elements of regional culture formation. The regional culture must be the process of gradual and natural formation through the long history, which is the result of the limited geographical environment and the degree of local sociocultural civilization, so it has the continuity and stability. Based on this special formation mechanism, some scholars have evaluated and defined: "It has resulted in the strong morphological stability, the inheritance of historical development and the uniqueness of cultural appearance in the development of regional culture".

Admittedly, the essence and charm of regional culture is its unique uniqueness, and the current trend of art design requirements, such as advertising design is to show the unique charm of its design. It is based on the designer's own characteristics and culture of the excavation and embodiment. At the same time, it is necessary to grasp the essence and essence of regional culture, only in this way in the design language and expression in the form of incisively and aptly show its characteristics. The perfect combination of modern and regional tradition, individuality and commonness. With modern technology, the green leaves set off the regional characteristics of safflower.

Below the Yangtze River basin area and the Yellow River near the watershed as an example, the characteristics of regional advertising design style:

Take the Yangtze River Valley region of China as an example, the Yangtze River belongs to southern China, perennial climate warm and humid, the Four Seasons Green Mountains, science and technology industry are very developed, rich cultural heritage, the list of scholars, people to be gentle, and meticulous work carefully ... This southern elegance and quiet temperament makes the designer have to be exquisite and pay attention to the perfection of detail, in the use of color should be fresh and elegant colors as the main tone. The traditional color use of Southern art is usually used to soften the pale gray system, cold color, contrast-less contrast-oriented color. In the use of tones like harmonization, implicit soft, contrast-less visual effects. Color is often one or two kinds of main. The design style is elegant and graceful, embodying the literati's aesthetic style. And the regional nature of green mountains, vegetation and flowers as embellishment. With the color of the graphic design poster in Hangzhou as an example, they often appear as low purity, medium lightness, low contrast, and cold color trend style. The background color of the design is usually cool as the main color, such as light blue, pale green, black, lavender and so on. Image color and main tone as far as possible harmonization, color contrast mild. Animals and birds, fish, shrimp and other small animals, for each small place is the pursuit of exquisite, attention to detail, fully demonstrated the region's historical traditional ideas and cultural characteristics.

Relatively Yuchangjiang, northern China, especially the Yellow River Valley heritage of thousands of years of ancient civilization Banpo culture, they for generations of their agricultural natural economy as the basis of life, where four distinct, morning and evening temperature difference big, winter cold, dry climate, simple and honest, straightforward personality, warm, rough. And Jiangnan has a very different customs, thus forming the region's unique customs and humanities characteristics. Because is located in the plateau, the temperature difference is big, the winter is cold, this kind of climate environment decided the region advertisement design style in the color aspect to show the high purity primary colors, the high contrast, the color effect is bright, joyful, warm and high color degree. Preference for warm, high saturation of the primary colors, etc., reflects and conforms to the region's forthright and unrestrained regional character, geographical characteristics and cultural aesthetic characteristics. Design suites often show a thriving, vibrant mood, graphic creativity in general with the tall and lush plant for the elements of refinement. Its overall style atmosphere, vigorous, magnificent. The expression method on the graphic realism and large area of color fill and color contrast, give the person with simple, thick, warm feeling.

Color selection is often emphasized and highlight the high contrast of color, for the use of primary colors is slightly higher than the south, the pursuit of intense color visual effects. The choice of these colors is a way for regional culture to express local characteristics through the medium of the graphic design of color. Among them, the high purity of red, green, yellow, black, is the main color of the poster. Image color itself contrast warm, bright, bright, and background color contrast visual effect is strong. Xi ' an graphic design poster graphic creative picture concise, giving a line to deal with the feeling, fully embodies the rugged regional characteristics.

The principle of pattern conception is that the whole style follows the characteristics of local culture, at the same time, using modern design technology and taking into account the aesthetic orientation of the Times as a supplement, the combination of the three, the formation of multi-dimensional integration of regional, original and epochal, the representative regional cultural connotations of the pattern, graphics, image elements are the basic components of regional culture, Characteristic. Its specific elements are combined with modern design concepts and ideas that conform to the popular aesthetic orientation, forming a unique and ideal advertising design style that conforms to the aesthetic viewpoints of modern people.

Color is the most vivid reflection of a specific geographical group of people's face, is the most intuitive regional aesthetic culture carrier. Therefore, from the point of view of color design, the orientation of basic tones must be able to interpret a fusion body language of the traditional customs and culture of the region, so that the design conforms to the consumption aesthetic concept of this region group.

How to mix local customs and people's appearance to the maximum of the advertisement design, form the special style that conforms to the region, at the same time, with artistry, technical, tidal current perfect combination, is the purpose of research and design.

In a word, the unique geographical features and cultural characteristics of the region are characterized by their geographical environment, customs and historical culture. It is not easy to achieve such a state, first of all, to personally integrate into the local life, fully in the ideological and the integration, the formation of a distinctive personality of the local design language, in the form of commercial impact on people's vision and psychology, so that advertising design to show the art and technology of the superb level, but also to drive the regional economic development, Enhance the value of advertising design and business applications.

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