传统水墨和当代水墨在广告招贴中视觉张力的研究

Visual Tension of Traditional and Contemporary Ink Painting in the Advertisement Poster

中文关键词: 传统水墨  当代水墨  视觉创新

英文关键词: traditional ink painting  contemporary ink painting  visual innovation

中文摘要:

      目的 研究传统水墨与当代水墨在广告招贴中的应用 。 方法 阐述了传统水墨 3 种优势，论述了当代水墨在广告招贴中的 4 种表现形式， 分析了它们的独特之美及传统水墨和当代水墨之间的关系。 结论 得出了传统水墨在当代广告招贴设计中的应用 ， 不仅顺应了用户的审美情趣， 还利用了传统水墨天时、地利、人和的优势， 借鉴了实验水墨、抽象水墨、表现水墨的视觉张力， 这不但构建出了当代广告招贴设计体系民族化的必由之路，更加大了广告招贴的视觉张力。

英文摘要:

      Objective To study the application of traditional and contemporary ink painting in advertisement poster. Methods It expounded three advantages of traditional ink painting， discussed four kinds of forms of contemporary ink painting in the advertisement poster， respectively analyzed their unique beauty and the relationship between traditional ink painting and contemporary ink painting. Conclusion The application of traditional ink painting in modern advertising poster design， was not only complied with the user′ s aesthetic temperament and interest， but also used the advantage of traditional ink， geographical and human conditions， drew lessons from more experimental ink painting， abstract ink painting， ink painting′ s visual tension， which not only built the necessary way of contemporary poster design system of nationalization， but also an effective way to increase the advertisement visual tension.