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Application Study of Calligraphy Art in Modern Plane Advertisement Design

Author: ZongYanYi
Tutor: YangGang
School: Zhongyuan Institute of Technology
Course: Art of Design
Keywords: Calligraphy art Print ads The traditional culture
CLC: J292.1
Type: Master's thesis
Year: 2013
Downloads: 4
Quote: 0
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Abstract


Calligraphy art has experienced several thousand years of history and evolution,now has been widely applied to plane advertisement design, through integration withcalligraphy art, gives the work of new vitality, for example, text, points, lines, ink, etc.,apply to the design, in the form of different works in order to enhance the overall sense ofstyle and national sense of belonging.Modern plane advertisement, not only refers to the traditional ads, has actually beensublimated into a kind of culture to discover and recreate, culture is a kind of distinctivedesign, this kind of design culture and often with closely related to the national cultureand aesthetic idea, etc. The national culture of the Chinese calligraphy art is the mostcharacteristic and distinctive traditional culture, the calligraphy art used in print ads, willhave broad prospects and aesthetic value.This article through to the calligraphy art in the modern plane advertisement designapplication research, trying to from the development history of calligraphy art, structurefeatures, style characteristics, aesthetic idea and culture connotation etc forcomprehensive analysis and research, illustrates the application of calligraphy art toplane advertisement design, in the advertising works can reflect its traditional culturalconnotation and aesthetic temperament and interest. Thesis the first part, analysis of theresearch background and research status at home and abroad. The second part, elaboratedthe traditional Chinese calligraphy in modern plane advertisement culture origin, the useof the third part, analyzes the relationship between calligraphy and plane advertising,common ground between them, and put forward the Chinese calligraphy art shouldconsider and reasonable use, make between Chinese calligraphy art elements and planeadvertisement design has combined more closely. The fourth part, this paper discussesthe role of calligraphy in plane advertising, it embodied in modern plane advertisementof aesthetic value and national culture, the fifth part, combined with examples, analyzes and summarizes how to from the aesthetic Angle is the application of calligraphy artin print ads, reflect national culture connotation of the works. The sixth part, this thesissummarizes, the hope can on the basis of inheritance and development of modern planeadvertisement, applying traditional Chinese art of calligraphy in plane advertising, suchas calligraphy art not only opened up a new heaven and earth, and enrich the designlanguage.

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CLC: > Art > Calligraphy, seal cutting > Chinese calligraphy,seal cutting > Calligraphy
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