汉字艺术在广告设计中的价值解析

摘要

汉字不但是记录语言的符号,更是中国文化的结晶,它的内蕴本质、独特构成、美学价值、民族意韵在平面广告文字设计中有着重要的指导意义。分析汉字特性在平面广告设计中的作用以及在平面广告设计中的应用,使汉字以强大的生命力和感染力成为平面设计中具有鲜明时代特征、中国特色的视觉符号。%Chinese characters are not only the symbol of language record but also the crystallization of Chinese culture.Its characteristics including intrinsic essence,unique style,aesthetic value and national meaning have instructive meaning to graphic design in prints ads.This paper will analysis the function of Chinese characters in print ads design and explain how to apply to practice and then make them become the visual symbol with distinctive features of the times and Chinese characteristics because of powerful vitality and infectivity.