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本文来源:曼朗 发布时间:2015-10-26 分享:
21世纪是一个数码时代,电脑合成、CG技术、网站建设已近鬼斧神工的化境,为我们带来更多天马行空、结构精密的画面。广告视觉传达不断运用高科技及新媒体,不断为广告视觉传达设计提供思维、想象和创作的空间,可以使设计者随心所欲地将不可能实现的生活,变为有可能实现的艺术视觉语言。毫无疑问,广告视觉传达将会在不断运用高科技及新媒体中得到发展,但高科技和数码技术也是双刃剑。
网络营销这把双刃剑一方面体现在数码技术为广告创意设计与文案创作提供了更为广阔的视野与基础条件,但与此同时也造成广告设计人员的技术依赖性和唯新技术、唯新媒体的不良倾向,使数码技术成为设计手段的数字化“枷锁”。当代广告设计中,由于对电脑的过分依赖,我们的手绘能力已经开始弱化,数字表现形式复制的雷同和单纯技巧让消费者的视觉神经感觉疲惫。因此在科技数字的阴影之下,当代广告设计还务必保存有益的社会文化传统,使设计师能在科技的枷锁下完美地“戴着镣铐舞蹈”。
双刃剑另一个方面体现为,从RTB广告参与人员角度讲,数码技术既方便了广告人,也同样方便了广告客户。客户的专业水平也越来越强,并对广告创意人的作品不断更改和挑剔。总而言之,各种社会环境的急剧变化,再加上广告费用预算收紧,客户对于大胆创意的接受程度普遍谨慎起来,对于现今广告设计人员来说,这一切都是更严峻的考验和挑战。
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