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本文从中国现代广告艺术设计与中国传统美学的辩证关系入手,在介绍了中国传统工艺美术品的基础上理解现代广告设计中传统美学观的理念,接着论述了传统美学观以及色彩观在现代广告艺术设计中的应用,使中国广告设计既不失国际水准,同时又能充分体现中国传统文化的深厚底蕴。
This article starts with the dialectical relationship between Chinese modern aesthetics and Chinese traditional aesthetics, introduces the traditional Chinese arts and crafts, and then comprehends the traditional concept of aesthetics in modern advertisement design. Then it discusses the traditional aesthetics and the concept of color in modern advertisement The application of art design makes Chinese advertising design not only lose international standards, but also fully reflect the profound heritage of Chinese traditional culture.