本文選題：招貼廣告 + 設(shè)計(jì)符號(hào)�。� 參考：《昆明理工大學(xué)》2007年碩士論文

【摘要】： 符號(hào)學(xué)是研究符號(hào)的一般理論的學(xué)科。符號(hào)學(xué)的方法目前已經(jīng)應(yīng)用到語(yǔ)言學(xué)、電影、戲劇、建筑、工業(yè)設(shè)計(jì)等多方面。將符號(hào)學(xué)方法引入招貼廣告設(shè)計(jì)研究中，可引領(lǐng)其建設(shè)更為精確的設(shè)計(jì)話(huà)語(yǔ)體系，也將使其研究對(duì)象的認(rèn)識(shí)更為深入。招貼廣告屬平面廣告范疇，是平面廣告設(shè)計(jì)中的重要表現(xiàn)形式之一，在公共廣告媒介中占有很重要的位置。平面廣告設(shè)計(jì)是把其中的元素如圖形、色彩等看作設(shè)計(jì)符號(hào)，通過(guò)對(duì)其加工整合，以最理想方式呈現(xiàn)在受眾面前，從而使得符號(hào)這一載體和傳播信息的中介充分發(fā)揮本職作用，傳情達(dá)意，實(shí)現(xiàn)廣告的宣傳目的。具體到招貼廣告，其任務(wù)就是要準(zhǔn)確的把信息轉(zhuǎn)譯成廣告中的視覺(jué)符號(hào)，通過(guò)這些視覺(jué)符號(hào)傳達(dá)出特定的信息，在短時(shí)間內(nèi)發(fā)揮傳達(dá)實(shí)效，以引起受眾相應(yīng)的行動(dòng)反應(yīng)。 論文主要工作包括： 首先闡述了符號(hào)學(xué)的一般原理，并概述了符號(hào)學(xué)的發(fā)展歷程；介紹了國(guó)內(nèi)外利用符號(hào)學(xué)方法研究廣告及招貼廣告的一些情況。接著分析了本課題研究領(lǐng)域中主要存在的問(wèn)題：缺少以招貼廣告為文本的符號(hào)學(xué)研究；分析策略單一；缺乏整體性把握。并在此基礎(chǔ)上闡述了本文的研究?jī)?nèi)容、研究意義及論文的整體結(jié)構(gòu)安排。 研究了招貼廣告信息傳播中的符號(hào)消費(fèi)及符號(hào)意義運(yùn)作，表明受眾對(duì)于招貼廣告訴求物的消費(fèi)行為具有物質(zhì)消耗與符號(hào)占有、生理功能與意義功能這一內(nèi)在結(jié)構(gòu)；指出招貼廣告是通過(guò)“雙重言說(shuō)”的作用，將廣告文本體現(xiàn)的特定范圍的價(jià)值、信仰和觀(guān)念作用于受眾的。重點(diǎn)分析了招貼廣告符號(hào)在信息傳播中的編碼機(jī)制和解碼機(jī)制。指出招貼廣告要想具有沖擊力和震撼力，首先要從“俗符號(hào)”入手，并以超越常規(guī)的編碼方式來(lái)對(duì)符號(hào)加以組合，把符號(hào)用最陌生、最震撼的方式表達(dá)出來(lái)，初步討論了招貼廣告的深層編碼機(jī)制：招貼廣告總是能夠令人聯(lián)想到畫(huà)面背后一段完整的敘事，構(gòu)想出一個(gè)完整故事。利用“霍爾模式”研究受眾對(duì)招貼廣告的解碼階段，指出廣告主會(huì)通過(guò)設(shè)計(jì)者有意識(shí)地利用“協(xié)商立場(chǎng)”、“對(duì)立碼”等解碼立場(chǎng)，使受眾進(jìn)行招貼廣告符號(hào)意義的轉(zhuǎn)換和誤讀。提出招貼廣告在傳播信息過(guò)程中所蘊(yùn)涵的文化特質(zhì)：體現(xiàn)時(shí)代文化觀(guān)念的設(shè)計(jì)主題、融入本土文化的設(shè)計(jì)理念、傳達(dá)文化價(jià)值指向的符號(hào)化圖形。 分析了招貼廣告符號(hào)“能指—所指—意義”的三維構(gòu)成系統(tǒng)，這是符號(hào)產(chǎn)生傳達(dá)作用的基礎(chǔ)。對(duì)不同類(lèi)型招貼產(chǎn)生的語(yǔ)義傳達(dá)方式有所討論，運(yùn)用案例分析了招貼符號(hào)設(shè)計(jì)信息語(yǔ)義傳達(dá)整體過(guò)程，強(qiáng)調(diào)語(yǔ)境在招貼廣告設(shè)計(jì)信息語(yǔ)義傳達(dá)中的作用。招貼廣告設(shè)計(jì)信息的語(yǔ)義傳達(dá)正是通過(guò)視覺(jué)符號(hào)的作用，在對(duì)應(yīng)統(tǒng)一的語(yǔ)境支持下得以實(shí)現(xiàn)。 討論了招貼廣告語(yǔ)構(gòu)類(lèi)型，指出招貼廣告屬于外界依存型語(yǔ)構(gòu)規(guī)則的符號(hào)系統(tǒng)，分析了招貼廣告符號(hào)的橫向組合關(guān)系、縱向聚合關(guān)系結(jié)構(gòu)，指出招貼廣告作為結(jié)構(gòu)性整體，其結(jié)構(gòu)形式就是從這兩種方式展開(kāi)，并且在這兩個(gè)方向上能夠無(wú)限地切分或深化。招貼廣告符號(hào)系統(tǒng)的意義都是沿兩個(gè)方向產(chǎn)生的。在橫組合的方向上產(chǎn)生廣告?zhèn)鬟_(dá)的邏輯意義；在縱聚合的方向上產(chǎn)生廣告?zhèn)鬟_(dá)的聯(lián)想、隱喻、象征意義。結(jié)合招貼案例討論了招貼廣告設(shè)計(jì)符號(hào)應(yīng)遵循的平衡、節(jié)奏、韻律、對(duì)比等具體的語(yǔ)法法則，指出各種視覺(jué)符號(hào)依據(jù)招貼視覺(jué)語(yǔ)言所要表達(dá)的特定信息，按照一定的語(yǔ)法法則結(jié)合，相互聯(lián)系，有機(jī)合理地構(gòu)成諸多視覺(jué)語(yǔ)詞秩序，就構(gòu)成一個(gè)同一的整體——招貼設(shè)計(jì)文本。 探討了招貼廣告設(shè)計(jì)中符號(hào)特性：認(rèn)知性、審美性、求異性、針對(duì)性、多樣性。由于招貼這一傳播媒介的獨(dú)有特征，使得招貼廣告設(shè)計(jì)的視覺(jué)語(yǔ)言區(qū)別于其他平面設(shè)計(jì)。提出從語(yǔ)義符號(hào)組成關(guān)系上可把招貼廣告符號(hào)分為兩大層次：獨(dú)立符號(hào)語(yǔ)義、組合符號(hào)語(yǔ)義。從招貼廣告設(shè)計(jì)的內(nèi)涵轉(zhuǎn)變?nèi)胧�，分析了現(xiàn)代招貼廣告設(shè)計(jì)內(nèi)涵的轉(zhuǎn)變對(duì)設(shè)計(jì)符號(hào)的選擇產(chǎn)生的影響，，提出招貼廣告設(shè)計(jì)過(guò)程中的三種基本符號(hào)操作方法：設(shè)計(jì)符號(hào)添加、設(shè)計(jì)符號(hào)結(jié)合、設(shè)計(jì)符號(hào)迭代；利用招貼廣告設(shè)計(jì)實(shí)例結(jié)合前述理論對(duì)其設(shè)計(jì)過(guò)程進(jìn)行詳細(xì)分析，全面了解設(shè)計(jì)符號(hào)語(yǔ)匯、操作方法及其語(yǔ)構(gòu)應(yīng)用，了解這些因素對(duì)招貼信息的語(yǔ)義傳達(dá)所起的重要作用。 綜上所述，論文主要以符號(hào)學(xué)的理論對(duì)招貼廣告進(jìn)行全新角度的分析，拓寬了符號(hào)學(xué)研究領(lǐng)域，有助于對(duì)招貼廣告設(shè)計(jì)的理論指導(dǎo)。從招貼廣告的符號(hào)層面入手，尋求廣告符號(hào)系統(tǒng)在信息傳播中的意義及帶給受眾的情感體驗(yàn)，可為尋求招貼廣告發(fā)生效力的內(nèi)在傳播機(jī)制提供途徑，給廣告設(shè)計(jì)者以更多的創(chuàng)意啟示，對(duì)招貼廣告設(shè)計(jì)領(lǐng)域有一定的應(yīng)用價(jià)值。
[Abstract]:Semiology is the subject of the general theory of research symbols . Semiotic approach has been applied to linguistics , film , drama , architecture , industrial design and so on .






The main work of the thesis is as follows :






Firstly , the general principles of semiology are expounded , and the development course of semisemiology is outlined .
This paper introduces some situations of advertising and poster advertisements at home and abroad using semiotic methods , and then analyzes the main problems in the research field of this subject : the lack of semiotic research with the advertisement as text ;
the analysis strategy is single ;
On the basis of this , the author expounds the contents , significance of the research and the whole structure arrangement of the paper .






This paper studies the symbolic consumption and symbolic significance of the advertising information dissemination , and shows that the audience ' s consumption behavior is the intrinsic structure of material consumption and symbol occupancy , physiological function and meaning function .
This paper points out that the advertisement is the function of " double words " , the value , belief and idea of the specific range embodied in the advertisement text are applied to the audience . The emphasis is to analyze the coding mechanism and the decoding mechanism of the advertisement symbol in the information transmission .






This paper analyzes the three - dimensional structure system of poster advertising symbol " can refer to - meaning " , which is the basis for the communication function of symbol generation . The semantic communication way of poster design information is discussed , and the role of context in the semantic communication of poster design information is emphasized . The semantic communication of poster design information is realized through the function of visual sign , which is supported by corresponding unified context support .






This paper discusses the type of poster advertising language , points out that the poster advertising belongs to the symbol system of the external dependent language structure rule , analyzes the horizontal combination relation and the longitudinal aggregation relation structure of the poster advertising symbol , points out that the poster advertisement is structured as a whole , the structure form of the poster advertising symbol is expanded in two directions , and the meaning of the poster advertising symbol system is generated in two directions .
This paper discusses the specific grammatical rules such as balance , rhythm , rhythm , contrast and so on in the direction of longitudinal polymerization , and points out that various visual symbols are based on the specific information to be expressed in the poster visual language .






This paper discusses the symbol characteristics of poster advertising design : cognition , aesthetics , anisotropy , pertinency and diversity , which makes the visual language of poster design different from other graphic design due to its unique characteristics .
In this paper , the design process of poster advertising is analyzed in detail with the theory of poster design , so as to get a thorough understanding of the design symbol vocabulary , the operation method and its structure application , and understand the important role of these factors in the semantic communication of poster information .






In conclusion , the thesis mainly focuses on the analysis of the new angle of poster advertising by semiotic theory , widens the research field of semiology , and helps to guide the theory of poster design . From the symbol level of poster advertising , the paper seeks the meaning of advertising symbol system in the information dissemination and the emotional experience to the audience . It can provide the way for seeking the intrinsic propagation mechanism of advertisement ' s effectiveness . It can provide the advertisement designer with more creative inspiration , and has certain application value in the field of poster design .
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類(lèi)號(hào)】：J524.3

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 李慧;;平面設(shè)計(jì)中符號(hào)語(yǔ)言的意義探討[J];包裝工程;2013年04期

相關(guān)碩士學(xué)位論文 前2條

1 郭珊;美國(guó)商業(yè)性設(shè)計(jì)的廣告符號(hào)學(xué)解讀[D];湖南師范大學(xué);2012年

2 杜婉君;招貼設(shè)計(jì)的秩序性研究[D];山東大學(xué);2012年

本文編號(hào)：2072981