本文關(guān)鍵詞： 中外廣告文字 創(chuàng)意設(shè)計 比較美學(xué)研究 再度符號化　出處：《湖北工業(yè)大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 漢字是中華民族代代相傳的語言符號和寶貴的人類文化遺產(chǎn),在電子計算機日益普及的今天,仍然發(fā)揮著有目共睹的作用。研究漢字這古老的文字,并進行《中外廣告文字創(chuàng)意設(shè)計的比較美學(xué)研究》是發(fā)掘人類文明寶庫的一點嘗試。通過《中外廣告文字創(chuàng)意設(shè)計的比較美學(xué)研究》,受益匪淺,尤其是對中外廣告文字的接觸、吸收、消化、創(chuàng)造的過程后,深深體會到中國文字在其字“形”字“意”兩方面所顯現(xiàn)的審美性和表意性是其它國家文字無法替代的特性,廣告的本質(zhì)就是傳達信息,信息的構(gòu)成離不開“形”所包含的圖文,(文字在信息傳達中比圖使用頻率更高)信息的效果離不開“意”。文字在廣告中的價值及廣告文字創(chuàng)意對廣告?zhèn)鞑ビ绊懯欠浅Ｖ匾摹V告中文字創(chuàng)意應(yīng)該吸取各民族文字所含的深厚的文化精華,利用文字魅力,借鑒不同文字的文化優(yōu)勢,在各種類型的廣告設(shè)計表現(xiàn)中發(fā)揮出文字的審美力量去引導(dǎo)受眾。 廣告文字設(shè)計在廣告中占據(jù)了重要的地位,除圖形外,文字是廣告中非常重要的要素,漢字在中國廣告設(shè)計中幾乎無所不在,本文通過中外廣告文字創(chuàng)意設(shè)計的比較美學(xué)研究,更加確立中國漢字在廣告設(shè)計中的地位,讓漢字元素在現(xiàn)代媒介中這一古老的視覺符號再度符號化,在新的時代成為民族的象征,并煥發(fā)出新的生命力,使中國的廣告設(shè)計走向世界。 本論文之所以采用比較美學(xué)的研究方法,主要是從自身學(xué)習(xí)研究角度的選擇考慮,并力圖讓論文的定位和寫作特點從宏觀上考慮,也使中國的廣告設(shè)計師進一步認(rèn)識到漢字的重要性,加強廣告設(shè)計中文化內(nèi)涵的設(shè)計,使廣告作品更具文字魅力和民族特色,這就是廣告創(chuàng)意設(shè)計中的求“異”,同時也借鑒中國文化的精華,吸收現(xiàn)代的外來文字設(shè)計元素在廣告?zhèn)鞑ブ械母髯蕴厣?以求文化的交流,這是為了求“同”�！爱悺笔菫榱塌Q立雞群,為了創(chuàng)新;“同”是為了相互交流,求得共同的語言。這兩者對我們?nèi)祟惖慕涣鞫己苤匾?尤其是中國廣告中的文字如何吸取傳統(tǒng)元素,增加現(xiàn)代漢字的文化內(nèi)涵,使中國廣告獨具個性、獨領(lǐng)風(fēng)騷,這不僅事關(guān)中國的產(chǎn)品走向世界市場的成敗問題,也是一個泱泱大國引領(lǐng)當(dāng)代風(fēng)騷的歷史責(zé)任。中國廣告應(yīng)該代表中國,而中國的品牌樹立與此休戚相關(guān)。 本論文具有的創(chuàng)新點是:首次采用橫向縱向比較,使文字設(shè)計在廣告創(chuàng)意中的應(yīng)用研究具有了深度和廣度。歷史的時空觀使研究向縱深發(fā)展,不同國家的相互比較使橫向呈現(xiàn)多維的空間和想象。第二,研究古老的漢字元素在今天的廣告創(chuàng)意設(shè)計中如何再度符號化或再次符號化的問題,其實已經(jīng)涉及到民族元素在今天的傳承與發(fā)展,雖然藝術(shù)設(shè)計元素民族化的問題早已提出,但用于廣告文字字體設(shè)計的中外比較美學(xué)研究還是不多見。第三,文中對于如何使民族元素在今天恰當(dāng)運用的研究,即利用民族優(yōu)勢在廣告文字設(shè)計中求“異”,又利用世界流行元素求“同”的思維方法,這是少有的,是個嘗試,一般文章只取其一或“異”或“同”。這是一種較科學(xué)客觀的研究方法。第四,對于中國廣告設(shè)計教育或設(shè)計師的啟迪意義,也是不可否認(rèn)的。 研究這個課題能對漢字在今天的廣告設(shè)計中做許多反思,這無疑是有意義的。對于廣告學(xué)的發(fā)展來講,中國的廣告是世界的一部分,中國廣告中的漢字又是一種獨有的元素,漢字所承載不僅是字的識別符號,是中華文化的濃縮,她在廣告中的所有演繹都是新的生命力的延伸,也是對世界廣告文化的貢獻。廣告是一種文化和商業(yè)的結(jié)合,兩者相互影響,由此推動了社會的繁榮和發(fā)展。廣告?zhèn)鞑サ牟粌H僅是商品信息,也是一種新的生活方式觀念,這是廣告設(shè)計者在二十一世紀(jì)的重任,也是一個炎黃子孫的責(zé)任。 中外廣告文字創(chuàng)意設(shè)計的比較美學(xué)研究的結(jié)論:中國漢字的獨特的字形,本身就有意味,漢字的獨特記號,有特別的美感和民族特色。字母是世界通行的文字元素,漢字是中國特有的文字,在廣告其形意中各有特色。在世界無業(yè)界的時期,獨特的漢字廣告、商標(biāo)會令人難忘,有利于促進貿(mào)易的發(fā)展。學(xué)習(xí)多種文化的精華,兼收并蓄,應(yīng)用于中國的廣告設(shè)計和教育中來,為形成“中國風(fēng)格”的設(shè)計而努力!
[Abstract]:Chinese characters is the Chinese nation be handed down from age to age language symbols and precious cultural heritage of mankind, in the electronic computer is becoming more and more popular, still play a role in this study. Obvious to people Chinese characters of ancient texts, and the study of comparative aesthetics of Chinese and foreign advertisement < > text creative design is a attempt to discover the treasure of human civilization. Through the study of < > comparison of Chinese and foreign advertising creative design aesthetics, benefit, especially for Chinese and foreign advertising contact, absorption, digestion, the process of creating, deeply appreciate the aesthetic and expressive Chinese text appeared in the word "form" word "meaning" is the two characteristics of other countries cannot replace text and the essence of advertising is to convey information, information which cannot do without the "shape" contained in the text (text, picture more frequently used in information communication) the effect of information cannot do without "meaning" Influence of text in the ad and the value of advertising creative writing on advertising communication is very important. The text of creative advertising should be learned from each nationality character contains profound cultural essence, the charm of words referring to different characters and cultural superiority, in various types of advertising design in the play to the aesthetic power of words to guide the audience.
The advertisement design occupies an important position in advertising, in addition to graphics, text is an important factor in advertising, almost omnipresent in China Chinese characters in advertising design, this paper makes a comparative study of Chinese and foreign advertising creative design aesthetics, more established Chinese Chinese characters in the advertising design, let Chinese characters elements in modern media this ancient symbol of visual symbols again, become a national symbol in the new era, and full of new vitality, make the advertisement design China to the world.
This thesis adopts the research methods of comparative aesthetics, mainly study from the perspective of their own choice, and tries to make the positioning and writing characteristics from macroscopic view, the Chinese advertising designers further recognize the importance of strengthening the Chinese characters, advertising design in the cultural connotation, make the advertisement works more text the charm and ethnic characteristics, this is the advertisement creativity in design and "different", but also learn the essence of China culture, their respective characteristics of absorbing foreign words the modern design elements in advertising, in order to cultural exchanges, it is for the "same". The "difference" is to "innovation; in order to stand head and shoulders above others. The same is to communicate with each other, seek common language. The two exchanges are very important to us, especially how to Chinese advertising text in the traditional elements, increase the modern Chinese characters The China advertising culture connotation, unique personality, style, this is not only related to success or failure China products into the world market, is also a great country leading historical responsibility of contemporary flair. China advertising should represent China, and China branding associated with the joys and sorrows.
This paper has innovation is: first by vertical comparison, the application of character design in advertising creativity with the depth and breadth. The historical view of time and space research to develop in depth, the horizontal comparison between different countries as a multi-dimensional space and imagination. Second, the old Chinese characters elements in advertising creativity how to design today again or symbolic symbol again, actually has been related to ethnic elements in the inheritance and development of today, although the art design elements of nationalization problem has been put forward, but for the comparison of Chinese and foreign advertising word font design aesthetics research is still rare. Third, this paper on how to make the nation today, the proper use of elements in the study, namely the use of national advantage in advertising design and "different", and use the popular elements for "thinking method", this is rare It is an attempt. Generally, articles only take one or "difference" or "Tong". This is a more scientific and objective research method. Fourth, it is also undeniable for the Enlightenment of Chinese advertising design education or designer.
This research can do a lot of Chinese characters reflection in advertising design today, this is undoubtedly meaningful. For the development of advertising, China advertising is a part of the world, Chinese in advertising Chinese characters is a kind of unique elements, which is not only the symbol Chinese characters bearing the word, is concentrated Chinese culture, all her interpretation of advertisements are extended with new vitality, but also for the world advertising culture contribution. Advertising is a kind of cultural and business combination, mutual influence, thus promoting the prosperity and development of the society. Advertising is not only the product information, but also a kind of new life this is the way of ideas, advertising designers in twenty-first Century the task, but also a responsibility of all the children of the Yellow Emperor.
Comparison of Aesthetic Research on creative design of Chinese and foreign advertising text conclusion: China Chinese characters unique shape, itself has a unique meaning, Chinese characters have special mark, aesthetic and ethnic characteristics. Letters are text elements prevailing in the world, Chinese characters is Chinese unique text, in the form of advertising industry in each of the characteristics. The world of the period, the unique Chinese characters advertising, trademark will be memorable, is conducive to promote the development of trade. To learn the essence of culture, a variety of eclectic, applied to Chinese advertising design and education, and strive to form a "Chinese style" design!

【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F713.8

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 高蓓蓓;中美商業(yè)廣告語中“禮貌”的跨文化語用研究[D];西南財經(jīng)大學(xué);2011年

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本文編號：1473537