本文選題：召喚結(jié)構(gòu)　切入點：廣告圖形設(shè)計　出處：《中南民族大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：召喚結(jié)構(gòu)是接受美學(xué)中的一個重要理論,是由接受美學(xué)理論家沃爾夫?qū)?伊瑟爾提出的。沃爾夫?qū)ひ辽獱栒J(rèn)為,文本中的未定性和空白是召喚讀者閱讀的一種結(jié)構(gòu)機制。也就是說,強調(diào)了未定性與空白是文本內(nèi)在的結(jié)構(gòu),也是其自身的特點,也同時強調(diào)了讀者對文本意義建構(gòu)的重要性。通過對召喚結(jié)構(gòu)理論的探索,發(fā)現(xiàn)與廣告圖形設(shè)計之間有著許許多多的暗合之處。本文試圖把召喚結(jié)構(gòu)的理論應(yīng)用于廣告圖形設(shè)計中,一方面,我們可以換個新的角度審視廣告圖形設(shè)計,另一方面,通過對召喚結(jié)構(gòu)的探索,可以運用召喚結(jié)構(gòu)理論指導(dǎo)我們的廣告圖形設(shè)計,讓消費者真正成為廣告的主體。接受美學(xué)是一種方法論,它對其他門類的藝術(shù)研究也有積極的借鑒意義,作為一門綜合性很強的新興藝術(shù)學(xué)科,兼容與借鑒著其他藝術(shù)。其他的藝術(shù)也在影響著廣告設(shè)計。本文探討召喚結(jié)構(gòu)對廣告圖形設(shè)計在創(chuàng)意、表現(xiàn)手法等方面的影響。 美國廣告大師大衛(wèi)·奧格威曾經(jīng)說過,只有好的點子才能吸引消費者的注意力,并讓他們來買你的產(chǎn)品�！俺悄阌泻芎玫狞c子,不然它就像快被黑暗吞噬的船只�！蓖ㄟ^大量的考察發(fā)現(xiàn),他的話得到了驗證,可以說是至理名言。廣告設(shè)計師針對商品、市場、消費者的實際情況,藝術(shù)性地闡釋廣告的主題。是否能提出卓爾不凡、與眾不同的好點子、好創(chuàng)意是廣告策略的成功與否的關(guān)鍵。能否最大程度地引起消費者的注意以及情感上的認(rèn)可,進(jìn)而激發(fā)起他們的購買欲望,是廣告成功首要的和最關(guān)鍵的問題,也是唯一標(biāo)準(zhǔn)。 站在所學(xué)專業(yè)方向的角度探討召喚結(jié)構(gòu)對廣告圖形設(shè)計的影響。通過分析國內(nèi)外較為成功的案例,一步步深入剖析廣告圖形設(shè)計中的召喚性設(shè)計元素以及其表現(xiàn)形式等,試圖探索出其中的視覺呈現(xiàn)的表達(dá)方式與原因,以及如何在廣告圖形設(shè)計中構(gòu)成召喚性結(jié)構(gòu)。 本文分為六個章節(jié),第一個章節(jié)主要闡述了國內(nèi)外將各門學(xué)科應(yīng)用到廣告圖形設(shè)計中的研究狀況,以及召喚結(jié)構(gòu)應(yīng)用到圖形相關(guān)藝術(shù)中的現(xiàn)狀。第二個章節(jié)闡述了召喚結(jié)構(gòu)與圖形設(shè)計之間的聯(lián)系,先簡單的介紹了召喚結(jié)構(gòu)的內(nèi)涵和它的特征,然后著重論述了廣告圖形設(shè)計與召喚結(jié)構(gòu)的共同點,是都以引起受眾審美反應(yīng)、創(chuàng)造受眾需求為目的。本文的重點部分在第三、四、五章。第三章論述了探索召喚結(jié)構(gòu)對廣告圖形設(shè)計的意義,充分利用召喚結(jié)構(gòu)的開放性、建構(gòu)性來創(chuàng)造出更多具有召喚結(jié)構(gòu)的作品,豐富了設(shè)計師的創(chuàng)作手段。第四章第一節(jié)從空白與不確定性來論證廣告圖形設(shè)計中的召喚結(jié)構(gòu)。第二節(jié)通過對廣告圖形中形、事、意與形、不同環(huán)境、事件、情景之間的聯(lián)想體現(xiàn)召喚結(jié)構(gòu)。第五章是將召喚結(jié)構(gòu)理論應(yīng)用到了廣告圖形設(shè)計中,在廣告圖形設(shè)計中從創(chuàng)意、思維、色彩三個方面來闡述,如何在廣告圖形設(shè)計中形成召喚結(jié)構(gòu)。通過對接受美學(xué)中召喚結(jié)構(gòu)理論的系統(tǒng)分析研究,以及召喚結(jié)構(gòu)對廣告圖形設(shè)計的影響,從一個新的視角來探討召喚結(jié)構(gòu)對廣告圖形設(shè)計的影響,運用召喚結(jié)構(gòu)的相關(guān)理論來指導(dǎo)我們的廣告圖形設(shè)計,這是本文探討接受美學(xué)中召喚結(jié)構(gòu)理論的目的所在。
[Abstract]:The calling structure is accepted as an important theory in aesthetics, is accepted by the aesthetic theorist Wolfgang Iser? Put forward. Wolfgang Iser believes that the indeterminacy and blank in the text is called a structural mechanism of readers. That is to say, emphasizes the indeterminacy and blank text internal structure, but also its own characteristics at the same time, also stressed the importance of readers to construct the meaning of the text. Through the exploration of the call structure theory, and found that advertising graphic design has many similarities. This article attempts to call structure theory is applied to advertising and graphic design, on the one hand, we can look for advertising graphic design in a new perspective on the other hand, through the call structure exploration, can use the calling structure theory to guide our advertising graphic design, so that consumers really become the subject of advertising. The aesthetics is a kind of methodology, but also has positive significance for other categories of art research, new art discipline as a highly comprehensive, compatible with reference to other art. Other art is also affecting the advertising design. This paper explores the calling structure of graphic design in advertising creativity, influence expression and other aspects.
American advertising guru David Ogilvie once said, only good ideas to attract the attention of consumers, and get them to buy your product. "Unless you have a very good idea, otherwise it is soon engulfed by darkness ships." through a lot of investigation found that his words have been verified, can be said to be the true saying advertising. The designer for commodity market, the actual situation of consumers, the art of interpretation of advertising theme. If you can put Thatcher out of the ordinary, good ideas, good creative advertising strategy is the key of success. To maximize the consumer's attention and emotional recognition, and arouse their desire to buy. The first and most successful advertising is the key problem, is also the only standard.
To investigate the effect of advertisement call station structure of graphic design in the major direction of view. Through the analysis of successful cases at home and abroad, a further analysis of advertising in graphic design called design elements and its form of expression, to explore the visual expression of the presentation and causes, and how to constitute the call the structure of graphic design in advertising.
This paper is divided into six chapters, the first chapter mainly elaborated the domestic and foreign various disciplines will be applied to the research on the status of advertisement in graphic design, and applied to the current call structure graphics related art. The second chapter explained between the calling structure and graphic design, first introduced the connotation of the call structure and its characteristics, then focuses on the common advertising graphic design and call structure, is to arouse the audience aesthetic response, create audience demand for the purpose. The key part of this paper in the third, fourth chapter, five. The third chapter explore the significance of call structure on advertising graphic design, make full use of the open call structure the construction to create more appealing structure works, enrich the designers creative means. The first section of the fourth chapter from the blank and uncertainty to demonstrate the graphic design in advertising Call structure. The second section through the advertising graphics, form, meaning and form, different environment, events, the scene between the Lenovo reflects the calling structure. The fifth chapter is the application of call structure theory to advertising and graphic design, graphic design in advertising from the creative thinking, three aspects to elaborate how to color. The formation of the calling structure of graphic design in advertising. Based on the analysis of the system to accept the calling structure theory of aesthetics, and the influence of the calling structure of advertising graphic design, from a new perspective to explore the influence of structure on call advertising graphic design, using the relevant theories of the calling structure to guide our advertising graphic design, the this paper is to explore the reception aesthetics in the call structure theory of purpose.

【學(xué)位授予單位】：中南民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：J524.3

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本文編號：1641001