广告设计中民俗因素的作用环境研究

广告设计中民俗因素的应用有着一定的作用环境.民俗文化中亲和性、地域性、传承性的特点有利于广告中产品的诉求.当前民俗因素运用较多的广告设计主要以传统特色产品广告、全球品牌本土化产品广告、大众化日用产品广告、民族企业的品牌及产品广告与具有地方特色的品牌及产品广告,对这几类广告中民俗因素的符号运用、表现形式和层次等作用环境进...

On the Affecting Environment of Folk Custom in the Design of Advertisements

Application of folk factors has certain environments in the advertising design.The features of affinity,regionalism and inheritance can help the appeal of the products in the advertisements.Nowadays there are many kinds of advertisements which applied the folk factors to the advertising design,i.e.traditional and specific product advertisements,global-brand native product advertisements,popular daily product advertisements,brand and product advertisements in the national enterprises,brand and product advertisements of local features.The paper analyses the environments in these advertisements,including the symbol use,form and level of the folk factors,which can provide the rational basis for the combination of the advertising design and folk factors.