平面廣告中的女性符號及文化意義
發(fā)布時間：2018-07-26 18:28
【摘要】： 不同的時代文化背景,有不同的價值觀念,就會相應(yīng)有不同的審美觀念,不同的社會審美心理需求變化就會塑造不同女性符號。選擇“女性符號”這個課題,除了自身的興趣和性別優(yōu)勢外,龐大的女性群體的崛起,女性意識的不斷增強(qiáng),女權(quán)主義思想逐步深入人心,女性在社會活動中的地位和成就,促使女性開始去面對自己的內(nèi)心需求,從內(nèi)心建立起一種自信,這給廣告帶來巨大震撼,廣告開始針對女性為主體進(jìn)行訴求,坦誠表露女性真實的情感需求和內(nèi)心感受。本文從月份牌海報中的摩登女郎到文革時期宣傳畫中的鐵姑娘再到當(dāng)代平面廣告中的多元化女性符號,探討中國不同時代平面廣告的社會背景和社會意識形態(tài)、價值觀念、審美觀念、受眾需求等方面的發(fā)展變化,對中國不同時期平面廣告中的女性符號的表現(xiàn)形式、表現(xiàn)內(nèi)容的影響。從不同的藝術(shù)形式和藝術(shù)流派、不同時期的設(shè)計理念的變化都對平面廣告中女性符號創(chuàng)意表現(xiàn)有影響,提高平面廣告設(shè)計中女性符號的表現(xiàn)力度,審美內(nèi)涵。從符號學(xué)的研究角度,以一種新的視角,新的角度去看待平面廣告設(shè)計中的女性符號,在尋求新的表現(xiàn)形式,并探討現(xiàn)代平面廣告中女性符號如何與廣告去和諧發(fā)展,為豐富平面廣告設(shè)計中女性符號表現(xiàn)形式做出自己的貢獻(xiàn)。平面廣告中女性符號應(yīng)該以健康的、積極的、具有美感的形象出現(xiàn)在公眾面前,表現(xiàn)女性的自尊、自信、獨(dú)立的精神面貌,表現(xiàn)富有活力、異彩紛呈的女性形象。對于在平面廣告中運(yùn)用女性符號,應(yīng)取積極而又審慎的態(tài)度,需要注意女性符號的能指與所指的關(guān)系,外在與內(nèi)涵的關(guān)系,處理好女性符號表達(dá)的合理性和有效性,在設(shè)計實踐中注意女性符號應(yīng)用中“度”的表達(dá)與把握。廣告反映著時代的變化,廣告中的女性符號不僅是視覺圖像符號,而且也是特定的社會文化符號,女性符號所象征的文化意義不容忽視。具有獨(dú)立個性,兼美麗、自信、智慧、勇敢、獨(dú)立的多元化的品質(zhì),具有豐富價值觀,富于審美趣味的女性符號將成為未來廣告的發(fā)展趨勢和方向。
[Abstract]:With different cultural backgrounds and different values, there will be different aesthetic concepts, and different social aesthetic psychological needs will shape different female symbols. In addition to their own interests and gender advantages, the choice of the topic of "female symbols", the rise of a large group of women, the constant enhancement of female consciousness, the gradual penetration of feminist thought into the people's mind, the status and achievements of women in social activities, To urge women to begin to face their inner needs, from the heart to establish a kind of self-confidence, which brings a huge shock to advertising, advertising began to be directed at women as the main demand, frankly reveal women's real emotional needs and inner feelings. This paper discusses the social background, social ideology and values of print advertising in different times in China, from the modern girls in the monthly posters to the iron girls in the posters during the Cultural Revolution and to the pluralistic female symbols in the contemporary print advertisements. The development and change of aesthetic concept and audience demand influence the expression form and content of female symbols in Chinese print advertisements in different periods. From different art forms and art schools, the changes of design ideas in different periods have an impact on the creative expression of female symbols in print advertising, and improve the performance and aesthetic connotation of female symbols in print advertising design. From the perspective of semiotics, a new angle of view, a new perspective to look at the female symbols in print advertising design, a new form of expression, and a discussion on how the female symbols in modern print advertising develop harmoniously with advertisements. In order to enrich the graphic advertising design of female symbols to make their own contribution. The female symbol in the print advertisement should appear in the public with healthy, positive and aesthetic image, showing the female self-respect, self-confidence, independent spirit appearance, and displaying the energetic and colorful female image. For the use of female symbols in print advertisements, we should take a positive and prudent attitude. We should pay attention to the relationship between signifier and signifier of female symbols, the relationship between external and connotation, and deal with the rationality and validity of female symbol expression. In the design practice, attention should be paid to the expression and grasp of "degree" in the application of female symbols. Advertising reflects the changes of the times. The female symbols in advertisements are not only visual image symbols, but also specific social and cultural symbols. The cultural significance of female symbols can not be ignored. The female symbols with independent personality, beauty, self-confidence, wisdom, courage and independence, rich values and aesthetic taste will become the development trend and direction of advertising in the future.
【學(xué)位授予單位】：內(nèi)蒙古師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：J524.3
本文編號：2146914
[Abstract]:With different cultural backgrounds and different values, there will be different aesthetic concepts, and different social aesthetic psychological needs will shape different female symbols. In addition to their own interests and gender advantages, the choice of the topic of "female symbols", the rise of a large group of women, the constant enhancement of female consciousness, the gradual penetration of feminist thought into the people's mind, the status and achievements of women in social activities, To urge women to begin to face their inner needs, from the heart to establish a kind of self-confidence, which brings a huge shock to advertising, advertising began to be directed at women as the main demand, frankly reveal women's real emotional needs and inner feelings. This paper discusses the social background, social ideology and values of print advertising in different times in China, from the modern girls in the monthly posters to the iron girls in the posters during the Cultural Revolution and to the pluralistic female symbols in the contemporary print advertisements. The development and change of aesthetic concept and audience demand influence the expression form and content of female symbols in Chinese print advertisements in different periods. From different art forms and art schools, the changes of design ideas in different periods have an impact on the creative expression of female symbols in print advertising, and improve the performance and aesthetic connotation of female symbols in print advertising design. From the perspective of semiotics, a new angle of view, a new perspective to look at the female symbols in print advertising design, a new form of expression, and a discussion on how the female symbols in modern print advertising develop harmoniously with advertisements. In order to enrich the graphic advertising design of female symbols to make their own contribution. The female symbol in the print advertisement should appear in the public with healthy, positive and aesthetic image, showing the female self-respect, self-confidence, independent spirit appearance, and displaying the energetic and colorful female image. For the use of female symbols in print advertisements, we should take a positive and prudent attitude. We should pay attention to the relationship between signifier and signifier of female symbols, the relationship between external and connotation, and deal with the rationality and validity of female symbol expression. In the design practice, attention should be paid to the expression and grasp of "degree" in the application of female symbols. Advertising reflects the changes of the times. The female symbols in advertisements are not only visual image symbols, but also specific social and cultural symbols. The cultural significance of female symbols can not be ignored. The female symbols with independent personality, beauty, self-confidence, wisdom, courage and independence, rich values and aesthetic taste will become the development trend and direction of advertising in the future.
【學(xué)位授予單位】：內(nèi)蒙古師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：J524.3
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前1條
1 諸葛瑞芹;解讀女性審美心理對現(xiàn)代臥室室內(nèi)裝飾設(shè)計的影響[D];東北林業(yè)大學(xué);2011年
，本文編號：2146914
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