本文選題：視覺文化　切入點(diǎn)：平面公益廣告　出處：《上海師范大學(xué)》2017年碩士論文

【摘要】：公益廣告作為社會(huì)文化傳播的一種重要力量,雖然在我國起步較晚,但發(fā)展迅猛優(yōu)秀作品層出不窮。作為文化信息傳播形式之一,平面廣告的呈現(xiàn)離不開受眾的視覺審美需求,但令人“唇齒留香”的美不僅局限于視覺表面,更重要的是由內(nèi)而外的意蘊(yùn)。文化以視覺形式呈現(xiàn)是當(dāng)今時(shí)代的趨勢(shì),圖像化時(shí)代的到來,為我國平面公益廣告帶來新的契機(jī)和挑戰(zhàn)。筆者認(rèn)為,中國以自己獨(dú)特的文化魅力,如“天人合一”的傳統(tǒng)哲學(xué)思想、“知白當(dāng)黑”的美學(xué)觀念、“立象取意”的詩學(xué)文化,可最大限度提升平面公益廣告畫面中情感意境和文化內(nèi)涵。平面廣告屬于靜態(tài)廣告,較之其他形式廣告有更多的傳播局限性,如缺乏聽覺和畫面連續(xù)性,為了克服這種局限性,設(shè)計(jì)者往往通過富有象征性和引導(dǎo)性的手段來設(shè)計(jì)畫面,讓視覺平面廣告發(fā)出“吶喊”。本文主要從視覺文化角度出發(fā),對(duì)平面公益廣告中的傳統(tǒng)哲學(xué)、美學(xué)、詩學(xué)隱喻價(jià)值進(jìn)行深入分析,以“大學(xué)生廣告藝術(shù)大賽”和“設(shè)計(jì)之都公益廣告大賽”的獲獎(jiǎng)平面公益廣告作品為典型案例,探究隱喻背后的文化根源及美的意義,并依托概念隱喻和格式塔心理學(xué)理論,對(duì)國內(nèi)平面公益廣告的隱喻特點(diǎn)及類型進(jìn)行歸納整理,探討其隱喻運(yùn)行機(jī)制及文化價(jià)值,提出關(guān)于隱喻認(rèn)知閾值把握、視覺流程遵從、本土化的“幽默解構(gòu)”、互聯(lián)網(wǎng)轉(zhuǎn)型可能性等策略,力求做到真實(shí)客觀的完整展現(xiàn)與理論結(jié)合實(shí)例的詳實(shí)論述。本文共分為四個(gè)部分,首先是對(duì)隱喻、視覺文化、平面公益廣告的概述:三者的定義及特點(diǎn)、視覺文化與平面公益廣告的關(guān)系、平面公益廣告與隱喻的關(guān)系;第二部分剖析隱喻之“隱”與中國傳統(tǒng)哲學(xué)、美學(xué)和詩學(xué)中的“意象”有異曲同工之妙,并賦予隱喻以更濃烈的文化性價(jià)值;第三部分探討國內(nèi)平面廣告作品中的隱喻運(yùn)行機(jī)制:隱喻的判定、能指與所指判定、目標(biāo)域與始源域判定,及國內(nèi)公益平面廣告呈現(xiàn)的隱喻特點(diǎn)及類型,分析調(diào)查問卷并提出隱喻認(rèn)知閾值把控失調(diào)的問題;最后一部分根據(jù)隱喻與廣告的局限性,從認(rèn)知的角度提出隱喻閾值把控、視覺思維利用的方法,互聯(lián)網(wǎng)思維轉(zhuǎn)換的解決策略。
[Abstract]:Public service advertising as an important force in the social and cultural dissemination, although started late in China, but the rapid development of excellent works emerge in an endless stream. As one form of cultural communication, presentation cannot do without the audience's visual aesthetic needs of advertisement, but a "chewy" beauty is not limited to the visual surface, it is more important from the inside of the cultural implication. Visual representation is the trend of the times, the image of the era, brings new opportunities and challenges for Chinese print PSAs. The author believes that Chinese with their unique cultural charm, such as "harmony" traditional philosophy, "know the aesthetic concept of white when the black", "image" of the "Poetics of culture, can enhance the maximum print public service advertising screen emotional mood and cultural connotation. The plane advertisement belongs to static advertising, compared with other forms of advertising are more Many communication limitations, such as lack of auditory and visual continuity, in order to overcome this limitation, designers often through the symbolic and guiding means to design picture, let visual advertisement issued "scream". This article mainly from the perspective of visual culture, aesthetics on the plane in the ads, the traditional philosophy. The in-depth analysis of poetic metaphor value, with "advertising art competition" and "design of public service advertising." the award-winning graphic commonweal advertisement works as a typical case, explore the cultural roots behind the metaphor and aesthetic significance, and relying on the theory of conceptual metaphor and metaphor of Gestalt psychology, characteristics and types of domestic graphic commonweal advertisement collate and study the metaphorical mechanism and cultural value, put forward a cognitive metaphor threshold grasp visual process compliance, the localization of "humor deconstruction", Internet The possibility of network transformation strategy, and strive to achieve the real objective of the complete show examples of the detailed discussion combined with the theory. This paper is divided into four parts, the first is the metaphor, visual culture, an overview of graphic gongyi advertisement: the definition and characteristics of the three, the relationship between visual culture and public relations plane advertising, graphic commonweal advertisement the second part analysis and metaphor; metaphor of "Yin" and China traditional philosophy, aesthetics and Poetics of "image" have different approaches but equally satisfactory results, and give to the cultural value of metaphor more intense; the third part discusses the operation mechanism of metaphor of domestic plane advertising works: metaphor judgement, signifier and signified judgment the target domain and Siwon domain, determine the characteristics and types of metaphor and domestic public advertisement presentation, questionnaire analysis and put forward the threshold to control the cognitive metaphor disorders; the last part according to metaphor and wide The limitations of the notice, from the perspective of cognition, put forward the control of the metaphorical threshold, the method of using the visual thinking, and the solution of the Internet thinking transformation.

【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J524.3

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本文編號(hào)：1670828