摘要
在现代平面广告造型元素表现的发展与演变过程中,最不容忽视的就是广告作品由基础阶段的直白表现发展到了婉转传达的更高层次。隐喻广告异军突起,成为有效的传播手段。隐喻广告想走的更远,还需从业人员提升驾驭设计的能力,在造型元素的应用原理理论上做深度研究,在更广泛和更紧密的专业领域汲取营养,并且在广告学理论诉诸隐喻广告设计实践方面做些有效的探索。
In the development and evolution process of modern plane advertisement design elements,the transform from direct expression in basic phase to indirect transmission in higher levels of print advertising works is not allow to ignore.Metaphor advertising becomes an effective means of dissemination.If metaphor advertising wants to go further,designers still should improve the design-master ability,do deep research in the application principle of design elements,draw nutrition from the wider and closer professional field,try to do some effective exploration in metaphor advertising’s design practice by guiding of advertising theory.
关键词
隐喻广告
平面广告
造型元素
metaphor advertising,plane advertising,design element
