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1、振華學校畢業(yè)論文(設(shè)計)論文（設(shè)計）題目: 淺談平面廣告的設(shè)計系別藝術(shù)設(shè)計專業(yè)廣告設(shè)計學號128103110770學生金永鵬指導教師楊政霆-22-目錄一、引言············································4二、內(nèi)容摘要、關(guān)鍵詞································4三、正文············································5第一章、平面廣告的概念························
2、······51、平面廣告的基本概念···································5第二章、軟件的功能及應用····························61、PhotoshopCS6軟件環(huán)境··································6-22-2、PhotoshopCS6新功能····································73、Photoshop6的工具應用····························
3、······8第三章、點、線、面在平面廣告中的應用················81、造型要素——點·······································92、造型要素——線·······································103、造型要素——面·······································11第四章、平面廣告“立體化”表現(xiàn)形式··················111、“立體化”表現(xiàn)形式產(chǎn)生的原因·······
4、··················11(1)尋求對傳統(tǒng)平面廣告的突破·································11-22-(2)審美需求·················································12(3)科技的發(fā)展···············································122、“立體化”表現(xiàn)形式在平面廣告中的應用·················12(1)利用空間環(huán)境··············
5、·······························12(2)利用多媒體技術(shù)···········································13(3)利用視錯覺表現(xiàn)形式·······································13四、創(chuàng)作心得·······································14五、致謝···········································14-22-六、主要參考文獻及附
6、錄·····························15引言隨著時代的進步,科技和文化的發(fā)展,信息化社會及多元化時代的到來,平面廣告設(shè)計隨著時代的變遷而不斷的革新。傳統(tǒng)的平面廣告正經(jīng)受著前所未有的劇烈沖擊和挑戰(zhàn)。我們從事設(shè)計的人員不能固守原有的設(shè)計方法和表現(xiàn)形式,為了適應新的社會條件、新媒體技術(shù)的支持,我們必須對已有的設(shè)計方法和元素進行分析、類比,研究其發(fā)展趨勢是十分必要的。綜上所述,本文把眾多方法表現(xiàn)形式置于平面廣告設(shè)計中,著重對平面廣告設(shè)計這些新的視覺表現(xiàn)形式及方法進行研究與探討,為平
7、面廣告設(shè)計注入新的活力,豐富平面廣告形態(tài)的表情。【摘要】：-22-廣告在世界各國的產(chǎn)生和發(fā)展都有著共同的規(guī)律。它們都是隨著商品的產(chǎn)生而產(chǎn)生，隨著科技進步、社會發(fā)展而發(fā)展的?，F(xiàn)代平面廣告的特征是地域性、視覺傳達性、審美性、娛樂性，色彩、形狀、質(zhì)感、結(jié)構(gòu)等是它的四個主要元素。平面廣告是一種傳統(tǒng)的廣告媒體形式，是現(xiàn)代廣告?zhèn)鞑サ闹匾侄?。平面廣告設(shè)計對于平面廣告?zhèn)鞑ゼ捌湫Ч哂兄匾绊懱攸c在于圍繞視覺形式動力進行設(shè)計，強調(diào)平面廣告設(shè)計吸引受眾注意，是遵循受眾接受心理規(guī)律及視覺原理，充分傳達廣告信息，實現(xiàn)廣
8、告效果最大化。【關(guān)鍵字】：平面廣告視覺信息立體化表現(xiàn)形式平面廣告的設(shè)計第一章平面廣告的概念1、平面廣告的基本概念平面廣告設(shè)計是現(xiàn)代商業(yè)運行中的一個重要環(huán)節(jié)和組成部分，平面廣告領(lǐng)域的歷史遠遠流長，人類每一個時期的經(jīng)濟活動都離不開他的身影，隨著現(xiàn)代經(jīng)濟，文化的日趨繁榮，平面廣告逐步走向輝煌，平面廣告設(shè)計分為兩大領(lǐng)域，既傳統(tǒng)的書籍的廣告設(shè)計—包括書籍封面設(shè)計版面設(shè)計，招貼廣告設(shè)計，商品包裝的廣告設(shè)計-包括商品裝潢系列廣告設(shè)計，標志系列廣告設(shè)計等。所以平面廣告也占有其他基本概念和事項：一是
