| 汉字字体设计和形貌修辞在广告创作中的应用 |
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| 引用本文： | 唐桂兰.汉字字体设计和形貌修辞在广告创作中的应用[J].合肥工业大学学报(社会科学版),2010,24(1):143-146. |
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| 作者姓名： | 唐桂兰 |
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| 作者单位： | 合肥工业大学,人文经济学院,合肥,230009 |
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| 基金项目： | 安徽省教育厅人文社科重点项目 |
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| 摘 要： | 汉字字体设计与形貌修辞既有联系又有区别，在广告创作中相辅相成。文章通过实例证明和比较分析，总结了两者的特点，认为在突出诉求重点、增加作品人文内涵、提高作品装饰效果、使作品内容和形式保持风格的一致性等方面，汉字字体设计与形貌修辞都能够发挥各自的重要作用。
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| 关 键 词： | 汉字 字体设计 形貌修辞 广告创作 |
Application of Script Design and Physical-form Rhetoric of Chinese Characters in Advertising Creation |
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| TANG Gui-lan.Application of Script Design and Physical-form Rhetoric of Chinese Characters in Advertising Creation[J].Journal of Hefei University of Technology(Social Sciences),2010,24(1):143-146. |
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| Authors: | TANG Gui-lan |
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| Institution: | TANG Gui-lan (School of Humanities and Economics, Hefei University of Technology, Hefei 230009, China) |
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| Abstract: | Script design and physical-form rhetoric Chinese characters have both connections and differences, they complement each other in advertising creation. Through practical examples and comparative analysis, the paper summarizes the characteristics of the two and holds that they both can play an important role respectively in highlighting key demands, increasing the humanism connotation of works, improving the decorative effects of works, and maintaining the style consistence of works in terms of content and form, etc. |
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