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如今的平面广告设计中有很多以中国的传统图案为设计元素,这充分表明了当今设计对传统文化精神的需要和追求。本文首先阐述了生肖的文化,其次针对平面广告设计对生肖图案的借鉴和运用具体分析,进而论述生肖的外形色彩在平面广告中的体现,最后提出在生肖图案基础上对民族精神的准确把握和深入阐述。主要创新在于结合平面广告与生肖图案的融合,从生肖图案的文化和造型美深入分析其在平面广告设计中审美价值及其所体现的传统文化精神。
Today’s print ads are designed with many Chinese traditional patterns as design elements, which fully demonstrates the current design’s need and pursuit of traditional cultural spirits. This paper first elaborates the culture of Lunar New Year, and secondly analyzes and analyzes the graphic design of Lunar New Year for reference and application of Lunar New Year patterns, and then expounds the appearance color of Lunar New Year in print ads. Finally, it puts forward the accurate grasp of national spirit on the basis of Lunar New Year patterns, In-depth elaboration. The main innovation lies in the combination of print and Lunar New Year graphic design of the combination of patterns from the Zodiac culture and modeling beauty in-depth analysis of its aesthetic value in the print design and the traditional culture embodied in its spirit.