本文選題：廣告符號學 + 商業(yè)性設計　； 參考：《湖南師范大學》2012年碩士論文

【摘要】：消費者對產(chǎn)品的符號價值的重視,早在20世紀早期的美國就已經(jīng)開始了。那時的美國經(jīng)濟繁榮,現(xiàn)代主義、未來主義盛行,消費者不斷追求新奇的產(chǎn)品以滿足各自個性的需求。在這樣的時代背景下,以形式主義為本質(zhì)的商業(yè)性設計應運而生并蓬勃發(fā)展。而同時,商業(yè)性設計應用到產(chǎn)品生產(chǎn)之中后,更加刺激了人們對產(chǎn)品所代表的意義的追求。實際上,整個20世紀的美國設計史就是一部強調(diào)“形式第一,功能第二”的商業(yè)設計史,其核心則是20世紀中期圍繞消費主義浪潮建立起的“有計劃的商品廢止制”。在高度發(fā)達的商品經(jīng)濟規(guī)律支配下,歐洲緣起的現(xiàn)代主義設計信條“形式追隨功能”被美國商業(yè)設計的“形式追隨市場”原則所取代。此時期,美國的消費呈現(xiàn)出顯著的符號消費特點,而廣告與商業(yè)性設計的合謀也推動著符號消費的熱潮。 本研究以鮑德里亞的符號消費理論作為主干,結合符號學、廣告學、設計藝術學的理論,系統(tǒng)闡述了商業(yè)性設計中的符號生產(chǎn)機制,揭示商業(yè)性設計在消費社會中之于企業(yè)和市場的角色功能。 同時,本研究將倡導“形式追隨市場”的美國商業(yè)性設計視為消費社會環(huán)境中的主流設計取向,剖析了消費社會、設計市場的符號需求以及商業(yè)性設計三者之間的關聯(lián)。并以“有計劃的商品廢止制度’為核心,配以20世紀中期美國汽車造型設計和廣告設計的個案,剖析了商業(yè)性設計通過對符號的操縱實現(xiàn)其銷售目的的過程。 最后,本研究批判地反思了商業(yè)性設計可能對社會造成的負面影響,并探討了設計作為一種社會建構力量,如何在商業(yè)化浪潮中保持自律以及對人文價值的關懷。
[Abstract]:Consumers value the symbolic value of products, as early as the early 20 th century, the United States has begun. At the time of America's boom, modernism, futurism, consumers were constantly pursuing novel products to meet their individual needs. Against this background, commercial design with formalism as its essence came into being and flourished. At the same time, the application of commercial design to product production has stimulated the pursuit of the meaning of the product. In fact, the history of American design in the whole 20th century is a history of commercial design which emphasizes "form first and function second", the core of which is the planned commodity abolition system built around the tide of consumerism in the middle of 20th century. Under the rule of highly developed commodity economy, the European tenet of modernist design "form following function" is replaced by the "form following market" principle of American commercial design. In this period, American consumption showed remarkable characteristics of symbol consumption, and the collusion of advertising and commercial design also promoted the upsurge of symbol consumption. Based on Baudrillard's symbolic consumption theory and the theory of semiotics, advertising and design art, this study systematically expounds the mechanism of symbol production in commercial design. To reveal the role of commercial design in the consumer society in the role of enterprises and markets. At the same time, this study regards the American commercial design which advocates "form following the market" as the mainstream design orientation in the consumer society environment, and analyzes the relationship among the consumer society, the symbolic demand of the design market and the commercial design. With the core of "planned Commodity abolition system" and the case of American automobile styling design and advertising design in the middle of 20th century, this paper analyzes the process of commercial design to achieve its sales purpose through the manipulation of symbols. Finally, this study critically reflects on the possible negative impact of commercial design on society, and discusses how to maintain self-discipline and concern for humanistic value in the wave of commercialization.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：J53

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本文編號：2013269