论广告创意设计的文化内涵

广告创意设计的本质,不只是推销商品,而是寻求物性商品与人性情感之间的关联点,寻求物性商品本身的文化潜在性,诱导消费者潜在的文化需求,赋予物性商品以文化品格,进而表现创意设计者的文化风度。物性商品文化,就在于使抽象的物质创造与个人的精神生活发生亲密关联,从而使“技术的物质奇迹和人性的需要平衡起来”。

Culture Meoning of Advertising Creating Design

This paper has reset the cultural trairs of creative designing on advertisement from the social-cultural point of view.It has put forward a new idea that the nature of creative designing on advertisement is not merely to promote sale of commodity,but to seek the connecting point between objective commodities and normal human feelings to explore the potential lying cultural need in objective products,to dispay creative designer's cultural sensitivity.It has made the abstract material creation closely connect with personal emotions to balance the technological wonder and the human demands.