本文選題：詩　切入點：詩性　出處：《內蒙古師范大學》2008年碩士論文

【摘要】： 任何被喻為美好的事物總是富含詩意,“不僅純文學是詩,一切藝術都可以叫做詩。一切藝術到精妙處都必有詩的境界。”[1]廣告作為一門綜合藝術,其創(chuàng)作過程和視覺語言的構建也體現出了如同詩歌般的特質,詩歌藝術所積累的表現手法和經典意象,都是今日廣告創(chuàng)意開掘不盡的源泉。筆者立足于廣告藝術性的角度,首先結合20世紀60年代在歐洲和美國平面設計發(fā)展中形成的“觀念形象設計流派”的產生背景及設計內涵,分析了歐洲“視覺詩人”們的設計思想及視覺語言的構建規(guī)律,而后,就目前廣告視覺語言的詩性體現提出了自己的觀點及見解。筆者認為現代廣告視覺語言的詩性體現在以下五個方面: 一、首先,體現在廣告設計師的藝術創(chuàng)作動機上,即在進行廣告創(chuàng)意時如同詩人撰寫詩歌一樣,在版面設計和觀念表達上充滿了對視覺元素的流暢和自由運用。 二、廣告的語言文字或引用詩詞佳句,或化用詩歌中慣用的修辭手法來進行撰寫。廣告的語言文字具有詩歌般凝練性、跳躍性、聽覺化的特征。 三、廣告視覺語言的詩意構建借助于色彩情感性象征力的表達、文字的圖形化處理、光影、空間藝術對指稱對象的塑造以及環(huán)境氛圍的襯托來營造,從而使廣告充滿了隱喻的圖形要素、視覺的雙關諧語和幻象。拼貼是詩性廣告具具典型的構圖方法,視覺元素最為突出的版面排列形式節(jié)奏與韻律與詩歌具有相似的藝術特質。 四、現代廣告作品具有詩歌般哲理、怪誕、陶醉、趣味性的意味。 五、中國詩歌的美學思想影響下的本土廣告作品獨具形簡意禪的東方審美特色。
[Abstract]:Anything that is said to be beautiful is always poetic. "not only pure literature is poetry, all art can be called poetry. All art must have a poetic realm." [1] Advertising is a comprehensive art. The process of creation and the construction of visual language also reflect the characteristics of poetry. The techniques of expression and classical images accumulated by the art of poetry are the inexhaustible source of advertising creativity today, and the author is based on the angle of advertising artistry. First of all, combining with the background and connotation of the "idea image design school" formed in the development of graphic design in Europe and America in the 1960s, this paper analyzes the design ideas and the rules of the construction of visual language of the European "visual poets". Then, the author puts forward his own views and opinions on the poetic embodiment of the visual language of advertising. The author thinks that the poetic nature of the visual language of modern advertising is embodied in the following five aspects:. First of all, it is reflected in the artistic motive of the advertisement designer, that is, the advertisement originality is like the poet writing poetry, the layout design and the idea expression are full of fluency and free use of the visual elements. Second, the language and characters of the advertisement are written with the good sentences of poems or with the usual rhetorical devices in poetry. The language and characters of advertisements have the characteristics of poetic condensing, jumping and hearing. Thirdly, the poetic construction of advertising visual language is based on the expression of color affective symbolism, the graphic processing of words, the light and shadow, the creation of space art to the reference object and the setting of the environment atmosphere. Thus, advertisements are filled with metaphorical graphic elements, visual puns and illusions. Collage is a typical composition method of poetic advertisements. The most prominent visual elements of the layout of the rhythm and rhythm and poetry have similar artistic characteristics. Fourth, modern advertising works have poetic philosophy, grotesque, intoxicated, interesting meaning. Fifth, the local advertising works under the influence of the aesthetic thought of Chinese poetry have unique oriental aesthetic characteristics.
【學位授予單位】：內蒙古師范大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：J524.3

【引證文獻】

相關碩士學位論文 前1條

1 魯艷芬;探索召喚結構對廣告圖形設計的影響[D];中南民族大學;2011年

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本文編號：1663068