本文選題：廣告 + 視覺語言��； 參考：《湖北工業(yè)大學(xué)》2012年碩士論文

【摘要】：視覺語言在所有感覺中是非常獨(dú)特而且重要的部分。在很短的幾年內(nèi)，廣告視覺語言已從模擬技術(shù)跨越到了數(shù)字年代，科學(xué)技術(shù)的發(fā)展給人們的生活、工作等環(huán)境帶來了巨大的變化。因此而給廣告業(yè)創(chuàng)造了更大的發(fā)展空間。根據(jù)受眾的需求，新媒體不斷涌現(xiàn)，廣告視覺語言無孔不入，各種廣告填滿了人們眼球。所有的視覺廣告都將是眼球經(jīng)濟(jì)的一部分，從戶外的、平面的到視頻的、網(wǎng)絡(luò)的，都是隨著科學(xué)技術(shù)發(fā)展應(yīng)運(yùn)而生。不過在眾多的媒體種類中，存在了千百年的傳統(tǒng)形式，如何在我們這個(gè)時(shí)代打上新時(shí)代的文化烙印，不斷創(chuàng)新，獲得受眾的認(rèn)可，不被人們的眼球所厭惡，是我們研究高度關(guān)注的。 論文大體分為七部分內(nèi)容：第一部分緒論，簡要陳述本課題的研究背景及現(xiàn)實(shí)意義，研究的切入點(diǎn)，方法和途徑；第二部分在對(duì)廣告視覺語言的特征進(jìn)行分析，探討了廣告視覺語言與非常規(guī)視覺語言特征；第三部分從傳播機(jī)制分析受眾心理的影響；第四部分結(jié)合馬斯洛的需求理論來分析受眾的心理影響；第五部分從認(rèn)知過程分析受眾心理的影響；第六部分非常規(guī)視覺語言對(duì)受眾認(rèn)同的影響；最后是全文的總結(jié)。 本文研究的初衷主要是想就廣告視覺語言特征對(duì)受眾心理影響進(jìn)行一下深入的探討，力圖在以下方面獲得一些創(chuàng)新性的成果：第一，梳理廣告視覺語言的基本語匯、語法修辭和語義表達(dá)所表現(xiàn)的廣告視覺傳達(dá)的易讀性、生動(dòng)性和指代性等理性特征。第二，探索了廣告非常規(guī)視覺語言的另類、歧義和混搭等所表現(xiàn)的廣告視覺傳達(dá)的新奇性、解構(gòu)性和活潑性等非理性特征。第三，，著重探索了非常規(guī)視覺語言對(duì)受眾認(rèn)同的影響，比如格式塔心理學(xué)的視覺巧慧對(duì)受眾的吸引，后現(xiàn)代主義文化思潮尤其是波普、朋克、涂鴉和解構(gòu)等表現(xiàn)風(fēng)格對(duì)廣告視覺語言的沖擊以及更加關(guān)注人性化的情趣等。 通過以上研究，我發(fā)現(xiàn)常規(guī)視覺語言風(fēng)格雖然給人們視覺交流帶來一些便利，但是以犧牲很多情感的常規(guī)視覺語言標(biāo)準(zhǔn)正在受到質(zhì)疑。社會(huì)發(fā)展到物質(zhì)極大豐富，需求的多元化選擇也帶來更加海量信息的變革時(shí)期，人們對(duì)常規(guī)的廣告視覺語言很容易產(chǎn)生審美疲勞。因此，從開始反叛單一的視覺元素，到追求更多的刺激、新穎和人性化關(guān)懷，尤其是主張更加個(gè)性化的風(fēng)格以后，非常規(guī)視覺語言正在越來越多地滲入到廣告設(shè)計(jì)的領(lǐng)域。正如阿歷克斯·伍·懷特在《平面設(shè)計(jì)原理》中所說：“海報(bào)必須要做好引人注目，吸引你的注意力，直到你能理解信息的含義。而且要按照以上的順序，先吸引人，然后注目，理解�！比说囊曈X選擇通常是積極的，而不是被動(dòng)的行為。因此，廣告設(shè)計(jì)的視覺語言一定要根據(jù)企業(yè)營銷戰(zhàn)略思想和具體的廣告策略，將廣告創(chuàng)意按照符合大眾審美習(xí)慣和標(biāo)準(zhǔn)進(jìn)行符號(hào)化組合編排，通過視覺畫面和文字表達(dá)等設(shè)計(jì)要素，創(chuàng)造出具有溝通感染力作品。
[Abstract]:Visual language is a very unique and important part of all feelings. In a very short few years, the visual language of advertising has crossed from analog technology to the digital age. The development of science and technology has brought great changes to people's life, work and other environment. Therefore, the advertising industry has created a greater space for development. Demand, new media continue to emerge, advertising visual language is pervasive, all kinds of advertisements fill people's eyes. All visual ads will be part of the eye economy, from outdoor, flat to video, network, with the development of science and technology. No more than a thousand media types, there are thousands of years of tradition Form, in our time, how to make a new era of cultural brand, continuous innovation, recognition of the audience, not disliked by the eye of the people, is our high concern.
The thesis is divided into seven parts: the first part is the introduction, which briefly states the research background and practical significance of the subject, the breakthrough point, the method and the way of the research; the second part analyses the characteristics of the visual language of advertising, discusses the features of the visual language of advertising and the unconventional visual language, and the third part analyses the mechanism of communication from the communication mechanism. The influence of the public psychology; the fourth part combines Maslow's demand theory to analyze the psychological influence of the audience; the fifth part analyses the influence of the audience's psychology from the cognitive process; the sixth part of the unconventional visual language affects the audience's identity; finally, it is the summary of the full text.
The main purpose of this study is to explore the psychological influence of the visual language of advertising on the psychological impact of the audience, trying to obtain some innovative results in the following aspects: first, to comb the basic vocabulary of the visual language of advertising, the readability, vividness and reference of the visual communication expressed by the grammatical rhetoric and the semantic expression. Second, exploring the novelty, deconstruction and vivacity of the unconventional visual language of advertising, ambiguity and mixing, and other irrational features such as deconstruction and liveliness. Third, the influence of the unconventional visual language on the audience's identity is explored, which is more attractive than the visual wisdom of Gestalt psychology to the audience. The postmodernist cultural trend of thought is especially the impact of the expressive styles of pop, punk, graffiti and Deconstruction on the visual language of advertising and more attention to human nature.
Through the above research, I find that although the conventional visual language style brings some convenience to people's visual communication, the standard of conventional visual language is being questioned at the expense of many emotions. Aesthetical language is easy to produce aesthetic fatigue. So, from starting to rebel against a single visual element, to pursue more stimuli, novelty and humanized care, especially in a more individualized style, unconventional visual language is increasingly infiltrating into the field of advertising design. As Alex U White is in "graphic design" "The poster must be compelling and attract your attention until you can understand the meaning of the information. And in the above order, attract, then look, understand." the visual choice of a person is usually positive, not passive. Therefore, the visual language of advertising design must be based on business camp. Marketing strategy ideas and specific advertising strategies, advertising creativity according to the popular aesthetic habits and standards for symbolic combination and arrangement, through the visual picture and text expression and other design elements to create a communication of infectious works.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J524.3

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