摘 要：随着社会各方面不断的发展，广告也快速的发展，中国传统图形在广告创意中越来越多的使用，很多广告中能出现中国传统图形的影子。中国的剪纸艺术就是其中的一个重要表现。中国民间剪纸自古以来就非常受大众的喜爱，剪纸发展至今体现了人们的精神品质和审美的发展。剪纸是中国民间美术中最具代表性的艺术样式,它是民间美术的基础和母体艺术。剪纸与平面广告在相互促进中不断的发展进步。另外，剪纸在平面广告中的造型、色彩、材质等方面也有不同的体现。剪纸的造型在各大平面广告中都有它的影子，如可口可乐、电信、东风日产等广告。当然，剪纸广告创作也有相应的问题，需要注意。广告不仅影响着经济生活，而且也影响人们日常生活中所接触的文化生活，人们会在潜移默化中受到广告所渲染的氛围的影响，所以广告要对社会文化承担起一定的责任。65651

毕业论文关键词：中国传统图形，平面广告，剪纸

Abstract:With the continuous development of all aspects of society, advertising is developing rapidly. Chinese traditional graphics are used in more and more creative advertising , many of the ads have the shadow of Chinese traditional graphics. An important manifestation of which is the art of Chinese paper-cut. Since ancient times, Chinese folk paper-cut is very popular. The development of paper cutting has reflected the development of people's mental quality and aesthetic. China paper-cut is a folk art of the most representative art style. It is a folk art and body art of folk art. The paper-cut and print ads are developing in the progress of mutual promotion. In addition, the paper-cut also have some differences in design, color, material and other aspects in graphic advertisement . The paper-cut modeling has its shadow in the advertisement, such as Coca-Cola, China Telecom, Dongfeng Nissan and other advertising. Of course, the paper-cut advertisement creation also has the corresponding problems, they need our attention. Advertising not only affects the economic life, but also affects people's daily life in the cultural life. People will be in imperceptible by the influence of the atmosphere in the advertisement. So advertising needs to take some responsibility of the social culture.

Keywords: Chinese traditional graphics，Print advertisement，Chinese paper cutting

目  录

一、前言…………………………………………………………………………4

二、剪纸的基本概述……………………………………………………………4

（一）剪纸的概念………………………………………………………………4

（二）剪纸的发展历程…………………………………………………………4

三、剪纸与平面广告融合的意义……………………………………………5

（一）对平面广告的促进意义…………………………………………………5

（二）对剪纸发展的促进意义…………………………………………………7