基于“非遗”元素的公益广告设计创新研究

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中文关键词: “非遗”  元素  公益广告  设计  创新

英文关键词: "intangible cultural heritage"  elements  public service advertisement  design  innovation

中文摘要:

      目的 基于“非遗”研究多学科性的特点，不断深入理解“非遗”文化的意味，努力建立其与已有学术视角、知识体系的联系，探索公益广告研究和实践的新方法，并为“非遗”研究的发展贡献力量。方法 从艺术设计学、设计心理学、传播学视角出发，透过“非遗”元素在公益广告设计中的应用表现，高度提炼“非遗”元素，与东方美学思想融合，运用创造性思维，丰富创作内涵，创新表现形式，结合作者长期践行的平面公益广告设计及“非遗进高校”创新教育方法进行论证。结果 “非遗”元素对公益广告设计和传播提供了强有力的支持。此外，公益广告设计的创新又反哺“非遗”的传承和传播。结论 “非遗”元素为公益广告创意思维与表现形式带来了独出机杼的影响，提升公了益广告创新的高度，形成当下原创公益广告设计创新的一种新路径。

英文摘要:

      Based on the multidisciplinary characteristics of "intangible cultural heritage" research, the work aims to continuously deepen the understanding of the cultural significance of "intangible cultural heritage", strive to establish the connection with existing academic perspectives and knowledge systems, explore new methods for public service advertisement research and practice, and contribute to the development of "intangible cultural heritage" research. From the perspectives of art design, design psychology, and communication, through the application of "intangible cultural heritage" elements in public service advertisement design, the "intangible cultural heritage" elements were highly refined and integrated with Eastern aesthetic ideas. The creative thinking was applied to enrich the creative content and innovate the expression form, and then conduct demonstration with the author's long-term practice of graphic public service advertisement design and the innovative educational method of "intangible cultural heritage into universities". The "intangible cultural heritage" elements provided strong support for the design and dissemination of public service advertisements. On the other hand, the innovation of public service advertisement design fed back to the inheritance and dissemination of "intangible cultural heritage". The "intangible cultural heritage" elements have a unique impact on the creative thinking and expression forms of public service advertisement, enhancing the height of public service advertisement innovation and forming a new path for the design and innovation of original public service advertisement.