南京云锦元素在平面广告中的运用

摘要

随着经济全球化进程的加快, 商场经济日新月异，市场上各个企业投入的广告资金也越来越多，对广告的创新要求也越来越高。广告形式之一的平面广告，也从原来的“印刷”发展到“二维”,并且现在发展到了“多维空间”。但是与电视广告、网络广告相比，其发展空间还是略显暗淡。因此平面广告内容和形式的创新已经迫在眉睫。

南京云锦是中国传统的丝制工艺品，至今已有1580年历史。是至善至臻的民族传统工艺美术珍品之一。其色彩艳丽，晕色和谐，民族纹样，奇异变幻，自然天成，具有鲜明的中国吉祥文化的深厚底蕴。南京云锦作为中国传统丝制工艺品，将其运用到平面广告的创意上，不仅可以展现其云锦独有的特色，推动南京云锦自身的发展，而且可以给平面广告的创新设计提供新的思路。

据了解，南京云锦元素在平面广告上的运用已经有一段时间，基于此本文的研究通过阅读前人笔下有关云锦的著作的途径，通过归纳分析整合的方法，研究南京云锦的特征，对其进行归纳总结，分析目前其在各种平面广告中的应用情况，从而进行更深层次的分析。通过研究，不仅能将南京云锦元素的特色进行更深层次的认知，还能使各类平面广告在今后使用云锦元素方面更加严谨，从而能大大的提高工作效率，同时也不会使设计者因为不了解云锦知识而在设计广告过程中出现笑料，因此研究南京云锦元素在平面广告中的运用是具有现实意义的。

关键词：云锦，丝制工艺品，平面广告，创意

Abstract

With the economic globalization is speeding up, the market economy change rapidly, put each on the enterprise market advertising capital is also growing, innovation of advertisement are increasingly high requirements. One of the plane advertisement form, also from the original "printing" to "two-dimensional", and now developed into "the multi-dimensional space". But compared with the television advertising, network advertising, its development space is still somewhat dim. So the innovation of planar advertisement content and form has been imminent.

Nanjing Yunjin is China traditional silk handicrafts, has been the history in 1580. Is one of the traditional national art treasures to reach perfection. Its bright color, demitint harmony, ethnic patterns, singular changes, natural Tiancheng, with distinct Chinese auspicious culture tradition. Nanjing brocade as China traditional silk arts and crafts, and applies it to the plane advertisement creativity, can not only show the brocade unique characteristics, and promote the development of Nanjing brocade itself, but also can provide a new thinking for the design of plane advertisement creativity.

It is understood, the use of Nanjing brocade elements in the plane advertisement has for a long time, the research of this paper through the way of reading books on brocade predecessors pen based integration method, through the inductive analysis, research on the characteristics of Nanjing brocade, carries on the summary, analysis of the current in a variety of print ads in the application the situation, to analyze. Through the study, not only can the Nanjing brocade elements characteristic of deeper cognition, can make all kinds of plane advertising in the future use of brocade elements more rigorous, which can greatly improve the working efficiency, but also will not make the designers because they don't understand the knowledge and the emergence of brocade jokes in advertising design process, the use of so to research the Nanjing brocade elements in the planar advertisement is of practical significance.

Keywords: brocade, silk arts and crafts, plane advertisement, creativity