本文關鍵詞： 改革開放 廣告設計 發(fā)展　出處：《蘇州大學》2014年博士論文　論文類型：學位論文

【摘要】：本文以改革開放至今為主要研究的時間段,以中國廣告設計發(fā)展為核心,結合此間社會政治、經濟、思想、文化、消費模式、審美風格、行業(yè)發(fā)展的變化等因素,對廣告設計發(fā)展的動態(tài)演變過程進行研究,希望能藉此探尋中國廣告設計的發(fā)展方向。第一章論述了社會變革影響廣告設計的變化與興衰。為了探尋改革開放以來廣告設計高速發(fā)展的“前因”,本文開頭回顧了20世紀初期“五四運動”后至改革開放初期廣告設計發(fā)展基本狀況。在這段歷史時期內,中國社會的政治體制、經濟制度都發(fā)生了極大的轉變。社會變革也反映在廣告設計中,廣告設計經受了從興盛到衰落,再到全面恢復的發(fā)展歷程,其題材內容、表現形式、傳播載體也隨之產生變化。第二章研究了傳統(tǒng)媒介發(fā)展推動廣告設計的進步與提升。改革開放后電視、廣播、報紙、雜志這四大傳統(tǒng)媒介廣告得以繁榮發(fā)展。廣告作品中藝術形式的地位得到提升,高于對商品功能及特點的表述,廣告設計也更加注重創(chuàng)意、表現、形態(tài)等方面的審美需求。除四大傳統(tǒng)媒介廣告之外,戶外廣告、直郵廣告、POP廣告、電影廣告的設計也充分發(fā)揮了其媒介特色。第三章是關于新媒介興起促進廣告設計的變革與創(chuàng)新。20世紀90年代后期新媒介廣告快速崛起,與傳統(tǒng)媒介廣告相比,在傳播機制以及設計理念方面存在明顯差異,種類繁多的新媒介廣告也讓廣告的創(chuàng)意與表現形式更為豐富。情境體驗是新媒體廣告獨有的優(yōu)勢與特色,也是新媒介廣告設計的未來發(fā)展趨勢。傳統(tǒng)媒介廣告由于近年來受到新媒介廣告的強烈沖擊也積極求變,發(fā)揮自身具備的內容優(yōu)勢與新媒介技術相結合,推出了新型電視媒介、電子報刊雜志等全新廣告媒介。雖然這些媒介上的廣告設計與其他新媒介廣告相比,并沒有太多特色,但是傳統(tǒng)媒介與新媒介融合共生的未來發(fā)展趨勢,為廣告設計的提升創(chuàng)造了條件。第四章綜述觀念更新帶來廣告設計的繁榮與多元,剖析了廣告行業(yè)迅猛發(fā)展的同時產生的一系列廣告現象。改革開放帶來思想解放和觀念更新,也引發(fā)了社會文化、消費結構、審美風格的變遷。從整體上看,廣告設計朝著繁榮、多元的方向發(fā)展。廣告設計發(fā)展是一個動態(tài)演變過程,處于變化的社會環(huán)境中,廣告設計也在不斷調整、提升以適應市場需求。通過對改革開放以來我國廣告設計活動的梳理可以得出這樣的結論:廣告設計的發(fā)展水平與經濟環(huán)境緊密相連:商品經濟的繁榮讓廣告活動日益頻繁,并實現廣告設計水平的提升;同樣廣告設計水平的提高也有力刺激了消費者的購買欲望,增強其購買力,從而帶動經濟的發(fā)展,形成良性循環(huán)�？v觀改革開放以來我國廣告設計發(fā)展狀況,廣告設計創(chuàng)意訴求點從最初站在企業(yè)推銷角度的直陳式到如今以“消費者為中心”的設計理念,體現出社會文化、居民消費模式以及審美風格的變更;廣告設計從文字到圖像,再到立體形態(tài)以及動態(tài)化、超鏈接等表現形式,是廣告從二維平面到三維空間,再到多維空間的拓展;傳統(tǒng)媒介在改革開放后的廣告設計發(fā)展中起到了強有力的推動作用,新媒介的強勢興起對其造成一定沖擊,但是兩者的共生與融合是廣告設計與傳播發(fā)展的未來趨勢。
[Abstract]:Based on the time period since the reform and opening up as the main research, to Chinese advertising design and development as the core, combined with the social politics, economy, ideology, culture, consumption patterns, aesthetic style, the development of the industry changes and other factors, to research the dynamic evolution process of advertising design, hope to explore the development direction of Chinese advertising design the first chapter discusses the influence of social change and the rise and fall of advertising design. In order to explore the advertising design since the reform and opening up the rapid development of the "cause", this paper begins with a review of the early twentieth Century "the May 4th Movement" after the reform and opening up to the basic situation of the development of advertising design. In this period, China social political system. The economic system has undergone great changes. Social change is also reflected in the advertising design, advertising design experienced from prosperity to decline, and then to the full recovery. The development of the theme, content, form, communication carriers were changed. The second chapter studies the development and promotion of traditional media to promote the progress of advertising design. After the reform and opening up of television, radio, newspapers, magazines of the four traditional media advertising flourished. Advertisement art form in position has been improved, higher than the commodity function and characteristics of the formulation, but also pay more attention to the creative advertising design, performance, and other aspects of the aesthetic demand form. In addition to the four traditional media advertising, outdoor advertising, direct mail advertising, POP advertising design, advertising films also give full play to the characteristics of the media. The third chapter is about the rise of new media to promote the advertisement design the reform and innovation of the.20 century in late 90s, the rapid rise of new media advertising, compared with the traditional media advertising, there are significant differences in the transmission mechanism as well as the design concept, a variety of new media Media advertising also allows creative and expressive form of advertising is more abundant. Situational experience advantages and characteristics of new media advertising is unique, is the future development trend of new media advertising design. Due to the strong impact of traditional media advertising in recent years by the new media advertising is also actively change, play their own advantages and contents of new media technology the combination of a new type of TV media, electronic newspapers and magazines such as new advertising media. Although these media advertising design and other new media advertising, and not too many features, the future development trend of traditional media and new media integration of symbiotic but to create the conditions for the advertising design improvement. The fourth chapter reviews the concept update bring the advertisement design of prosperity and diversity, analyzes a series of advertising phenomenon and advertising industry rapid development. The reform and opening up and the concept of ideological emancipation The new, also causes social culture, consumption structure, changes of the aesthetic style. On the whole, the advertisement design towards prosperity, multi direction. The development of advertising design is a dynamic process of evolution, changes in social environment, advertising design is also in constant adjustment, upgrade to meet market demand through. Since the reform and opening up of China's advertising design review activities can be concluded: environmental and economic development level of advertising design are closely linked: the prosperity of commodity economy makes advertising activities have become increasingly frequent, and realize the upgrading of the level of advertising design; the same advertising design standards also effectively stimulate the desire of consumers to buy, to increase the the force, which led to the development of economy, forming a virtuous circle. The development status of advertising design in our country since the reform and opening up, advertising appeals from the first station in the enterprise marketing perspective The narrative now to the design concept of "consumer centric", which reflects the social culture, consumption patterns and aesthetic style change; advertising design to the image from the text, and then to the solid form and dynamic, hyperlinks and other forms of advertising to the three-dimensional space from Er Weiping, and then to expand the multidimensional space the traditional media advertising design; in the development after the reform and opening up has played a strong role in promoting, a strong rise of new media have a certain impact on its, but both symbiosis and integration is the future trend of advertisement design and communication development.

【學位授予單位】：蘇州大學
【學位級別】：博士
【學位授予年份】：2014
【分類號】：F713.8

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