【作者】 陈曦；

【导师】 张晓晶；

【作者基本信息】 吉林大学 ， 设计学， 2022， 硕士

【摘要】 “国潮”是新时代下传播中国文化和潮流理念的现象,为商业广告的创意提供了创新的作用和意义。使商业广告不再仅仅是传播品牌和产品的媒介,而是成为了人们传递中国精神的方式。如果只是单纯在商业广告中加入传统文化元素,没有融入恰当的设计理念,就会失去持续发展的可能性。突破传统商业广告的视觉表现形式,从文字、图形、色彩和设计风格中产生出独特的创意,形成全新的“国潮”商业广告,从而引领未来设计的发展,对新时代文化发展过程中增进国人文化自信具有现实意义。“国潮”现象影响下的商业广告是传承传统文化的特殊媒介,它可以为设计创新带来更为强劲的推动力。“国潮”现象影响下的商业广告在创意设计过程中必然会产生新的设计原则和方向,相比于传统商业广告也会有新的表现形式和视觉特色。本文就“国潮”现象的相关概念进行阐述,分析了“国潮”的兴起原因,从三个方面分析了“国潮”现象对商业广告的影响,结合“国潮”和商业广告各自的特点,对“国潮”现象影响下的商业广告创意及其形式进行了分析和总结,并对其创意策略和视觉表现原则进行了研究和论述,最后,是个人对未来“国潮”广告创新设计的思考。更多还原

【Abstract】 The "Chinese national tide" is a phenomenon of spreading Chinese culture and trendy ideas in the new era,which provides innovation for the creativity of commercial advertising.The commercial advertising under the "Chinese national tide" is not only a medium for spreading brands and products,but also a way for people to convey the spirit of China.If traditional cultural elements are simply added to commercial advertisements without incorporating appropriate design concepts,the possibility of sustainable development will be lost.It is a breakthrough in the visual expression of traditional commercials from text,graphics,color and design style to produce unique creativity and form a new commercial advertising of "Chinese national tide".In this way,it will lead the development of future design and enhance the cultural confidence of the nation with practical significance in the development of the new era.Commercial advertising under the "Chinese national tide" is a special medium to inherit traditional culture,which can bring a stronger impetus to design innovation.Moreover,it will generate new design principles and directions in creative design,and will have new expressions and visual characteristics compared with traditional commercials.In this paper,we explained the concept of the "Chinese national tide" phenomenon,the reasons for the rise of the "Chinese national tide" and the influence of the "Chinese national tide" phenomenon on commercial advertising in three aspects.Combining the respective characteristics of the "Chinese national tide" and commercial advertising,we analyzed and summarized the creative forms of commercial advertising under the influence of the "Chinese national tide" phenomenon,and studied and discussed the creative strategies and principles of visual expression.Based on these,the future innovative development of the "Chinese national tide" commercial advertising has been considered and foreseen.更多还原