Advertising Design Overview (Advertising Performance Series)

Author: Chen Hongnian
Publisher:
Publish Date: 1999-06-19
Features: The Preface to the "Advertising Performance Series" is part of the series of textbooks for the Advertising Department of Beijing Broadcasting College. The series is based on teaching, incorporating courses such as advertising design, concept development, design fundamentals, compositional design, computer graphics, advertising photography, and film advertising into the framework of "Advertising Performance," providing a relatively complete and sequential structure for advertising creation and its foundations. Through long-term teaching practice, we have gained a clear understanding of advertising creation, particularly in distinguishing between advertising design performance and other forms of art design, as well as in understanding the communication attributes of advertising design. Currently, the series includes works such as "An Overview of Advertising Design," "Fundamentals of Advertising Art," "Compositional Design," "Computer Graphics and Printing," and "Advertising Photography." Additionally, the plan for this series includes the compilation and publication of works such as "The Creation of Film Advertising" and "The Production of Film Advertising," which will also be completed and released in due course. Advertising education in China has only a history of about 20 years, and in teaching practice, the content, methods, and research on related theories still have many shortcomings, with some issues still under exploration. Here, we sincerely invite experts, scholars, teachers, and friends of advertising design to offer criticism and suggestions to promote the continuous progress and development of advertising education. School of Journalism and Communication, Beijing Broadcasting College, 1999 June