摘要
以创意与艺术表现为主线,梳理摄影与平面广告设计之间的交叉关系,以设计的角度看摄影,以摄影的方式表达艺术和创意的商业视觉化,探讨在创意、表现形式及艺术语言方面二者的结合与发展。认为平面广告设计的思维优势将赋予广告摄影以新的生命力,即以商业定位为基本立足点,介入一定程度的商业要素,将艺术创意与摄影图像相结合,从而实现视觉传递和商业附加值的双重目的。力求为商业广告摄影、平面广告设计学的完善与发展做出贡献。
Focusing on creativity and artistic expression, combing the intersection between photography and print advertising design, looking at photography from a design perspective, expressing the commercial visualization of art and creativity in a photographic way, this article explores the combination and development creativity of expression and artistic language. It is believed that the thinking advantage of print advertising design will give advertising photography a new vitality, that is to integrate artistic creativity with photographic images from the commercial positioning as the basic foothold with a certain degree of commercial elements, thus realizing visual transmission and commercial added value, so as to contribute to the improvement and development of commercial advertising photography and graphic advertising design.
作者
陈茂流
CHEN Maoliu(School of Art, Huzhou University, Huzhou 313000, China)
出处
《湖州师范学院学报》
2019年第5期103-107,共5页
Journal of Huzhou University
基金
湖州师范学院2017年校级科研项目“广告摄影在平面广告设计中的创意与艺术表现”(2017XJXM20)
湖州师范学院2018年校级教育教学改革研究项目“基于学科竞赛机制的《广告摄影》课堂教学改革研究与实践”(JGYB1807)
湖州师范学院2017年度校级专业核心课程建设项目“包装与POP设计”
关键词
广告摄影
平面广告设计
创意
艺术表现
advertising photography
graphic advertising design
creativity
artistic performance
