摘 要
平面广告既是一门技术，其实它也是一门艺术。虽然是推销商品、传达理念的一种手段，但它更是设计师在具备了美学、消费心理学、人机工程学的基础上的一种创作过程，设计师独具匠心的创作灵感将各种要素组织排列起来，通过比喻、夸张、幽默等等的方式传递给我们。设计与美术不同，因为设计即要符合审美性又要具有实用性、替人设想、以人为本，设计是一种需要，而不仅仅是装饰、装潢。设计没有完成的概念，设计需要精益求精，不断的完善，需要挑战自我，向自己宣战。设计的关键之处在于发现，只有不断通过深入的感受和体验才能做到。设计要让人感动，足够的细节本身就能感动人，图形创意本身能打动人，色彩品位能打动人，材料质地同样也能打动人。让我们在欢笑、动情当中领悟到平面广告作品的真谛，让人美在美的享受的同时也达到了购买的目的。
本设计题目是“古韵中国”，是商业广告。主要是以通过了解中国的历史文化而进行产品的宣传。四幅作品为“琴”“棋”“书”“画”，所谓文人四大雅也，用其体现古韵中国的主题。中国的历史文化源远流长，本设计不只是单单为了宣传企业的商品，也为了让更多的人了解国家的文化渊源，从而从心里喜欢这些文化，进而购买或者收藏，那么购买会不只是一种欲望，而是精神上的享受和对文化的热爱。（见附录 毕业设计图1、图2、图3、图4）
关键词：
平面广告；商业广告；色彩视觉；中国文化
Abstract
Print advertisement is not merely a skill, but also an art. As a way to promote sales and convey ideas, but it’s more like the creative procedure of the disigner based on aesthetic, cunsumer psychology, as well as ergonomics. The inspiration of the distinctive designers combines all kinds of elements and then delivers them to us by trope ,exaggeration,humor and so on. They are not the same between design and art, for design not only meet the aesthetic,but also should be utilitarian,imagine for others and prople-oriented.Design is more than decoration, but a kind of need. It never can be done, but can be more than perfectly done, so we need challenge ourselves.The key of design lies in discovery, which can be done just by non-stop and embedded feeling,as well as experience it. Designed should move people,in fact, people can be touched by suficient detail, moved by graphics, color-quality and material texture.Let’s comprehend the essence of the print advertisement works in mirth and passion. To achieve the purchase aim whiling people enjoy themselves in beauty.
This project named Ancient Melodies of China is a commercial advertisement.It advertises products mainly by understanding the history and culture of China.The four works are yre-playing, chess, calligraphy and painting, that is the four elegances for literators, using them to embody the theme of Ancient Melodies of China. The history and culture of China is of long standing.This project not merely advertises the products, but also makes more people to know the origin of our nation’s culture, and then to purchase or collect them for loving from heart, so it’s not only a desire but spiritual enjoyment and passion for culture.
Key words:
print advertisement,commercial advertisement,color vision,Chinese Culture
