抽象艺术表现手法对平面广告的影响

作为广告传播的主要途径之一，平面广告是最早形成也是发展最快的广告形式。在当今社会，平面广告凭借着他的多样性与实用性，在大众视线中占据了重要地位。而在平面广告中，如何标新立异，推陈出新抓住观众的眼球，是业界持续不断深入讨论的一个主要话题。在这个过程中，艺术广告应运而生。他凭借着与传统平面广告的差异，特殊的表达形式，丰富的色彩和违反常规的模式，迅速吸引了大众的眼球。本文主要分为四个部分，首先简析抽象主义艺术的背景与发展现状，对其流派与产生原因进行系统的整理。其次以部分抽象主义平面广告为例分别阐述国内外该类平面广告的具体表达方式与文化特色。然后以其为出发点深入分析抽象主义平面广告给本土平面广告带来的影响与推动促进作用。最后分析本国目前的广告行业的发展现状，以实例列举出本国广告存在的误区与现状，提出对未来平面广告的发展与展望。

关键词：  抽象主义    平面广告    广告艺术  

The Influence of Abstract Art Expression on Graphic Advertisement

ABSTRACT
As one of the main ways of advertising communication, Flat ads are the earliest and the fastest growing forms of advertising. In modern society, Flat Ads With his diversity and practicality occupy an important position in the public eye. How to seize the audience's eye, is the industry continue to discuss in depth a major topic. In this process, art ads came into being. It relies on the difference with the traditional flat ads, special expressions, rich colors and violation of the conventional model, quickly attracted the attention of the public. This article is represented by abstract art advertisements, By analyzing the content and practices of such advertisements, Taking domestic and international abstract art ads as an example, Analysis and summarizes the development process of abstract art advertising and the impact, Make recommendations for the development of the domestic advertising, And elaborate on China's current advertising development and disadvantages, The future development were discussed.
This paper is divided into four parts, first of all, the abstract background and the development of the art of the status quo, the genre and the causes of the systematically collated.
Secondly, taking some abstract flat ads as an example, respectively, the domestic and foreign graphic advertising specific expression and cultural characteristics. And then use it as a starting point, in-depth analysis of abstract flat ads to the domestic flat ads to promote the impact and promote the role. Finally, the paper analyzes the present situation of the development of the advertising industry in China, and enumerates the misunderstanding and current situation of the advertisement in the country, and puts forward the development and prospect of the future advertisement.

Key words：  Abstract   Print Advertisement   Advertising Art

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