【摘要】： 現(xiàn)代社會(huì),廣告在人們?nèi)粘Ｉ钪械教幙梢?jiàn)。作為傳達(dá)商業(yè)信息的工具,其形式多種多樣,對(duì)廣告效果產(chǎn)生了直接影響。隱喻是廣告常見(jiàn)的手法,隱喻雖然是出于修辭學(xué)中的名詞,也在文學(xué)中被廣泛使用,但隱喻的角色已不再是語(yǔ)言部分,它可以被視為是一種思想,一種行為,影響我們對(duì)外在事物的感知。運(yùn)用隱喻的思考方式(類比聯(lián)想法)可以引發(fā)受眾深入思考、產(chǎn)生解讀的樂(lè)趣以及抵制反駁論點(diǎn)的產(chǎn)生,隱喻是以意在言外的技巧吸引受眾的注意力。一則好的隱喻式廣告,會(huì)有較強(qiáng)的暗示性,能夠使受眾對(duì)隱喻訊息做出正確的解讀。 本文通過(guò)對(duì)隱喻式廣告的解析與研究,了解到要順利理解隱喻式廣告,人們必須借由圖像符號(hào)中二領(lǐng)域之間的相似性推敲廣告意欲傳達(dá)的訊息,由此可知相似性扮演著關(guān)鍵性角色。為了解隱喻對(duì)設(shè)計(jì)創(chuàng)意激發(fā)的影響,本研究從創(chuàng)意思考的觀點(diǎn)探討隱喻理論在平面廣告創(chuàng)意中的適用性及效果研究,尋求隱喻對(duì)設(shè)計(jì)創(chuàng)意激發(fā)之成效性,由此展開創(chuàng)意發(fā)想及樣本制作。以“雅虎搜索”平面廣告作為本研究創(chuàng)作之主軸,將理論作為本創(chuàng)作的參考與應(yīng)用,實(shí)際將研究應(yīng)用于平面廣告的圖像創(chuàng)作上,并進(jìn)行作品的呈現(xiàn)與分析架構(gòu)步驟說(shuō)明。
[Abstract]:In modern society, advertisements are everywhere in people's daily lives. As a tool for conveying commercial information, its forms are varied and have a direct impact on the effect of advertising. Metaphor is a common technique in advertising. Although metaphor is a noun in rhetoric and is widely used in literature, the role of metaphor is no longer a linguistic part, it can be regarded as an idea and an act. Affect our perception of external things. The use of metaphorical thinking (analogous associative method) can arouse the audience's deep thinking, produce the fun of interpretation and resist the emergence of the argument of refutation. Metaphor is to attract the audience's attention by means of the technique of meaning in the unspoken language. A good metaphorical advertisement can make the audience interpret the metaphorical message correctly. Based on the analysis and study of metaphorical advertising, this paper finds out that in order to understand metaphorical advertising smoothly, people must use the similarity between the two fields of image symbols to refine the message conveyed by advertisements. This shows that similarity plays a key role. In order to understand the influence of metaphor on design creativity, this study explores the applicability and effect of metaphor theory in print advertising creativity from the perspective of creative thinking, and explores the effectiveness of metaphor on design creativity. From this to start creative ideas and sample production. This paper takes "Yahoo search" print advertisement as the main axis of this research creation, takes the theory as the reference and application of this creation, and practically applies the research to the graphic creation of the print advertisement, and explains the steps of presentation and analysis of the work.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

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相關(guān)碩士學(xué)位論文 前5條

1 李方越;廣告圖文隱喻的認(rèn)知研究[D];江南大學(xué);2010年

2 安佳;中國(guó)元素在國(guó)際品牌平面廣告中的運(yùn)用研究[D];暨南大學(xué);2010年

3 王巖;平面廣告設(shè)計(jì)中異化經(jīng)典形象圖形創(chuàng)意研究[D];蘇州大學(xué);2010年

4 顧晗;現(xiàn)代圖形設(shè)計(jì)中的隱喻研究[D];西安美術(shù)學(xué)院;2010年

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本文編號(hào)：2138687