本文選題：符號 + 編碼�。� 參考：《沈陽航空工業(yè)學(xué)院》2010年碩士論文

【摘要】：符號學(xué)的產(chǎn)生由來已久,作為生活中不可或缺的一個組成元素,符號的應(yīng)用研究已經(jīng)前所為有的滲透到生活中的各個領(lǐng)域,它的意義在于形式的簡潔和內(nèi)涵的深遠(yuǎn),它是人類文明積淀的成果,而它的重要作用在這個大背景的經(jīng)濟(jì)環(huán)境中日益凸現(xiàn)出來,不管我們是否準(zhǔn)備好,全球化的社會已經(jīng)已經(jīng)到來,傳統(tǒng)社會的溝通法則和約定俗成的觀念已經(jīng)不能詮釋今天這個新時代的意義,在這個全球化的大家庭里,溝通與合作變得日益頻繁和重要,而平面設(shè)計符號正以它獨有的以點代面的特殊功能體現(xiàn)出更多的意義與價值。 從內(nèi)因上看,新興媒體的出現(xiàn);消費群體的碎片化;消費動機(jī)的多元化,使得以往對平面設(shè)計符號的理論研究顯得“先天不足”,基礎(chǔ)理論已跟不上應(yīng)用形式的變化,人們已不能滿足表面形式美感與基礎(chǔ)功能的訴求,而更多追求服務(wù)、品質(zhì)、甚至社會歸屬感等附加價值。 從外因上看,隨著我國廣告業(yè)的迅猛發(fā)展和人們審美意識的提高,商家特別是設(shè)計師越來越難以創(chuàng)造出打動人心,杰出的廣告作品,這一現(xiàn)象固然有客觀經(jīng)濟(jì)環(huán)境和人文環(huán)境改變所帶來的影響,但更多與人們主觀意識形態(tài),時代背景,社會發(fā)展速度有關(guān)。 本文力求打破以往研究廣告應(yīng)用、廣告設(shè)計、廣告表現(xiàn)力等方面單純從審美形式法則的角度來分析的模式,而是在此基礎(chǔ)上,從消費心理、情感體驗、信息傳達(dá)有效性等感性因素出發(fā),較為深入的剖析平面設(shè)計符號與廣告表現(xiàn)之間的關(guān)系,希望能夠?qū)μ岣邚V告設(shè)計水平提供一點有益的啟示。
[Abstract]:Semiotics has a long history. As an indispensable element in life, the application of symbols has penetrated into all fields of life. Its significance lies in the simplicity of form and the far-reaching connotation.It is the result of the accumulation of human civilization, and its important role is increasingly evident in this economic environment, whether we are ready or not, a globalized society has arrived.The rules of communication and conventional concepts in traditional societies can no longer explain the significance of today's new era. In this globalized family, communication and cooperation have become increasingly frequent and important.And the graphic design symbol is showing more significance and value with its unique function of point-surrogate.From the internal cause, the emergence of new media, the fragmentation of consumer groups and the diversification of consumption motivation make the previous theoretical research on graphic design symbols "innate deficiency", and the basic theory can no longer keep up with the change of application form.People can no longer satisfy the demands of superficial aesthetic sense and basic function, and pursue more additional value such as service, quality, and even social sense of belonging.From an external perspective, with the rapid development of the advertising industry and the improvement of people's aesthetic consciousness, it is becoming increasingly difficult for businesses, especially designers, to create attractive and outstanding advertising works.Although this phenomenon has the influence brought by the change of objective economic environment and humanistic environment, it is more related to people's subjective ideology, the background of the times and the speed of social development.This paper tries to break the previous study of advertising application, advertising design, advertising performance and other aspects of purely from the perspective of the aesthetic form of analysis, but on this basis, from the consumer psychology, emotional experience,Based on the perceptual factors such as the effectiveness of information transmission, this paper deeply analyzes the relationship between graphic design symbols and advertising performance, hoping to provide some useful enlightenment to improve the level of advertising design.
【學(xué)位授予單位】：沈陽航空工業(yè)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：J524

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本文編號：1759562