發(fā)布時(shí)間：2018-02-04 02:08

  本文關(guān)鍵詞： 廣告符號(hào) 鳳鳥書 廣告文化性 文字設(shè)計(jì)　出處：《湖北工業(yè)大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：“鳳鳥書”系春秋戰(zhàn)國時(shí)期始創(chuàng)于楚的動(dòng)物形裝飾文字，在大篆的基礎(chǔ)上加入鳥的輪廓或是頭首四肢局部。后亦有“鳥、鳳、龍、蟲書”等雜書體在長江流域風(fēng)行，后來其影響力甚至波及黃河流域。這種裝飾性文字因?yàn)槲淖峙c圖形的結(jié)合，曲線的過分蜿蜒縈繞造成了文字閱讀信息上的阻礙，在戰(zhàn)國末期隨著楚國的被統(tǒng)一而走向衰亡。本文跨越千年的阻隔試圖以符號(hào)學(xué)、設(shè)計(jì)藝術(shù)學(xué)、傳播學(xué)為支點(diǎn)探討這種獨(dú)特的戰(zhàn)國動(dòng)物形裝飾文字在現(xiàn)代廣告中的符號(hào)價(jià)值。本文從設(shè)計(jì)價(jià)值、經(jīng)濟(jì)價(jià)值以及社會(huì)價(jià)值三個(gè)方面論證了其在廣告?zhèn)鞑ブ械闹匾�。其中重點(diǎn)落腳于設(shè)計(jì)角度，“鳳鳥書”的造型方法和背后的設(shè)計(jì)思維有助于現(xiàn)代廣告設(shè)計(jì)人員在從傳統(tǒng)文化中汲取靈感,同時(shí)避免設(shè)計(jì)上視覺元素的“拿來主義”。 楚族的鳳鳥崇拜情結(jié)及巫文化構(gòu)成了“鳳鳥書”背后獨(dú)特的地域民族性、趨吉避兇思想以及權(quán)利象征的符號(hào)意義，為現(xiàn)代廣告設(shè)計(jì)提供了具有幽深內(nèi)涵的符號(hào)形式；從經(jīng)濟(jì)角度，這種古代的裝飾文字不僅具有良好的藝術(shù)欣賞性同時(shí)能通過設(shè)計(jì)手段使之為廣告服務(wù)，給予企業(yè)符號(hào)支持的同時(shí)帶來產(chǎn)品附加值的提升，其獨(dú)特的文化內(nèi)涵為楚地企業(yè)帶來地域性特點(diǎn)的符號(hào)依托；從社會(huì)角度，企業(yè)在商業(yè)宣傳中借鑒“鳳鳥書”造型特點(diǎn)、利用符號(hào)文化象征意義的同時(shí)，廣告的社會(huì)傳播性也成為這種古老楚文字的傳播載體，借以廣告文化影響使得這種沉寂以久的文字能在現(xiàn)代社會(huì)得以復(fù)蘇。 最后本文通過對(duì)“鳳鳥書”的解構(gòu)拆分出篆體文字與裝飾部件兩大成分，運(yùn)用對(duì)比法將“鳳鳥書”、篆體、楷體進(jìn)行對(duì)比分析，得到“鳳鳥書”構(gòu)型的主要特點(diǎn)：接近3：1的長寬比，文字整體呈長方形，區(qū)別于漢字方塊形的特征；喜愛對(duì)直線進(jìn)行曲線變化的筆畫特征，有時(shí)出現(xiàn)直線與曲線結(jié)合的形態(tài)對(duì)曲線的藝術(shù)魅力最大化展示；動(dòng)物形裝飾部件的添加有時(shí)還伴隨有筆畫局部呈半圓形的強(qiáng)調(diào)裝飾手法。在掌握以上“鳳鳥書”構(gòu)型特點(diǎn)的基礎(chǔ)上，以“鳳鳥書”創(chuàng)新設(shè)計(jì)為核心制作了民俗海報(bào)的探索性實(shí)踐，其中設(shè)計(jì)的難點(diǎn)是如何克服原“鳳鳥書”文字信息難以識(shí)讀的缺陷同時(shí)保留其中楚風(fēng)的神秘意蘊(yùn)美，通過大量的設(shè)計(jì)嘗試得出了以簡體字形為文字模型，局部借鑒篆體筆畫，，以及動(dòng)物裝飾形部件與文字合二為一的設(shè)計(jì)方法。為“鳳鳥書”應(yīng)用于現(xiàn)代廣告設(shè)計(jì)做出了可行性的示范。
[Abstract]:"Phoenix Bird Book" is an animal-shaped decorative character originally created in the Spring and Autumn period and warring States period. On the basis of the big seal character, the outline of the bird or the part of the head and extremities are added. There are also "the bird, the Phoenix, the dragon". Wormwood "and other miscellaneous books popular in the Yangtze River Basin, later its influence even spread to the Yellow River Basin." this decorative text because of the combination of characters and graphics. The curve of excessive winding haunting caused the text reading information obstacles, in the late warring States with the unification of Chu and the decline. This article across a thousand years of barrier attempts to semiotics, design art. Communication as the fulcrum discusses the symbolic value of this unique warring States animal decorative characters in modern advertising. Economic value and social value demonstrate its importance in advertising communication, in which the focus is on the design perspective. The styling method of Phoenix Bird Book and the design thinking behind it are helpful for modern advertisement designers to draw inspiration from traditional culture and to avoid "taking advantage of visual elements" in design. The Phoenix bird worship complex and witchcraft culture of Chu nationality constitute the unique regional nationality behind Phoenix Bird Book, the symbol meaning of the thought of seeking good fortune and avoiding evil and the symbol of right symbol. It provides the symbol form with profound connotation for modern advertisement design. From the economic point of view, this ancient decorative text not only has a good appreciation of art, but also through design means to make it for advertising services, to give enterprise symbol support while bringing product added value. Its unique cultural connotation brings the symbol of regional characteristics to the enterprises in Chu area. From the social point of view, enterprises in the commercial propaganda for reference "Phoenix bird book" modeling characteristics, the use of symbolic cultural symbols at the same time, the social dissemination of advertising has also become the transmission carrier of this ancient Chu characters. With the influence of advertising culture, the silent text can be revived in modern society. Finally, through the deconstruction of "Phoenix Bird Book" split out the seal character and decorative parts of the two major components, the use of comparative method will be "Phoenix bird book", seal script, italics to carry out a comparative analysis. The main features of the configuration of Phoenix Bird Book are as follows: close to the aspect ratio of 3: 1, the character is rectangular as a whole, which is different from the character of Chinese character. Love to curve the curve of the characteristics of strokes, sometimes the combination of straight line and curve form of the art of the curve to maximize the charm of the display; The addition of animal decorative parts is sometimes accompanied by a semi-circular emphasis on decorative techniques. On the basis of mastering the above "Phoenix bird book" configuration characteristics. Based on the innovative design of "Phoenix Bird Book", the exploratory practice of making folklore posters has been made. One of the difficulties in design is how to overcome the original "Phoenix Bird Book" text information difficult to read the defects while retaining the mysterious meaning of Chu style beauty, through a large number of design attempts to obtain a simplified character for the text model. The design method of combining animal decorative parts with characters is used for local reference to illustrate the feasibility of the application of Phoenix Bird Book to modern advertising design.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J524.3

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本文編號(hào)：1489007