摘 要：市场经济的迅猛增长让中国成为了仅次于美国的消费大国，中国市场涌入了大量的外国企业，外国企业的设计理念和经营理念也在不断影响着中国。禅宗思想倡导的简素，无即是有的理念在如今广告设计行业众多优秀的广告设计中开始脱颖而出，并且越来越受到人们的欢迎。设计是文化，广告是信息的载体。设计师要把功能及设计思想通过广告这个载体传达给公众。 当前，生活压力大和快速的生活节奏使得人们开始向往自由自在，简单朴素的生活方式，广告设计要走出一条迎合大众口味的发展道路，就必须根植于禅宗文化土壤中向禅宗思想学习，并进行创造性的转化 ,使禅宗文化思想在广告设计中得到充分的展示，广告设计才能真正得到消费者的认同。本篇论文重点放在了日本禅宗思想对产品广告设计影响的研究，先对禅宗、禅宗美学及其与设计的关系进行阐述，然后运用禅宗美学的实例分析，对现代广告设计中的表现进行了分析与研究，得出了禅宗思想对产品广告设计的启示和新设计理念的设计思路，并为设计师提出新的设计创意给予参考意见。希望本篇论文的研究可以帮助中国飞速发展的广告行业在广告设计上产生更多的灵感，能为中国的现代产品广告设计加入禅宗美学给以更多的灵感，提供一些建议。69558

毕业论文关键词:  禅宗美学， 无印良品， 产品广告设计

Abstract:The rapid growth of the market economy make China become the second  biggest consumer after the United States.  A large number of foreign enterprises enter Chinese market,foreign enterprises design concept and management concept has been affecting China.Zen thought advocates invigorative in today's advertising design industry in the design of many excellent advertising began to come to the fore, and more and more popular in the people.The design is culture, advertising is the carrier of information.Functions and design ideas through advertising designers take the   carrier to convey to the public.  Life stress and rapid pace of life makes people began to yearn for freedom, the simple way of life,Advertising design to get out of a road   to development,should be rooted in to the zen thought of zen culture study,and conduct creative transformation.Make zen culture ideas fully display in the advertisement  design.Advertising design can truly attract consumers' attention.This paper focus on  the influence of the Japanese zen thought to the product advertising design research, First discusses about  zen, zen aesthetics and its relationship with the design,  Then use instance analysis of zen aesthetics,Analyses the performance of modern advertising design and  research, concluded that the zen thought enlightenment to product advertising design and the design idea of new design concept.And put forward new design ideas to give reference for designers.Hopes this paper research can help the rapid development of advertising industry in China to produce more advertising design inspiration, provide some Suggestion

Keywords:  Zen aesthetics，Muji，Product advertising design

目  录

一、引言                         4

  (一）研究背景                     4

  (二）研究意义                     4

二、简述禅宗美学                     4

 （一）禅宗美学概述                   4

 （二）禅宗美学与现代设计的关系             5