發(fā)布時間：2018-07-31 17:11

【摘要】：圖書腰封是纏在書皮或書籍下緣的帶狀印刷品,它將形制、圖形、色彩、文案等信息通過一定的形式組合在一起,具有廣告的功能。在圖書銷售時,腰封將圖書中最重要的信息與讀者進行溝通,同時吸引讀者眼球,增強第一印象,達到圖書促銷的作用。 本文通過對圖書腰封的歷史與現(xiàn)狀展開了分析,提出課題的研究的目的與意義以及研究方法并簡要介紹了腰封的概念和歷史情況。 圖書腰封設計應最大限度地滿足人們的新追求、新思想、新觀念以及審美新風尚,因此圖書腰封設計應具備時代性、創(chuàng)造性、藝術性、整體性、針對性、告知性、聯(lián)想性、親和性等特征。本文對腰封的藝術表現(xiàn)形式進行了深入地論述,包括腰封內在設計元素構成、廣告文案編輯、媒介載體、印刷制作工藝等方面。 腰封是圖書中最為常見的書載廣告,它是連接圖書與讀者的紐帶。腰封在設計應用中具有廣告?zhèn)鞑r值、經(jīng)濟價值等,隨著社會的進步和科技的發(fā)展,圖書腰封的表達形式更趨多元化。 腰封作為圖書推廣營銷中的一種廣告媒介,其使用越來越廣泛。隨著圖書市場化進程的加快,通俗娛樂和表層文化逐漸占主流內容,不可避免地引起腰封廣告的膨脹,也引發(fā)了腰封問題的頻頻出現(xiàn)。筆者對問題的提出,是希望圖書出版社和設計者能夠進行反思,總結經(jīng)驗,以促進圖書腰封的良性發(fā)展。圖書腰封作為書籍廣告中最為常見的形式大有可為,但解讀當今腰封所面臨的現(xiàn)狀和出現(xiàn)的問題,筆者認為應該正視它,解決它,這樣的話,腰封這種價廉物美的書載廣告將會有良好的發(fā)展前景。 現(xiàn)代的腰封設計理念要求設計師在繼承的同時能夠以大膽的創(chuàng)意、新奇的構思來表達腰封內容,同時還應在現(xiàn)有形態(tài)的基礎上進行改善與創(chuàng)新,并突破現(xiàn)有的設計思維定式,以獨具特色的藝術手法拓展腰封形態(tài)的想象空間。常規(guī)結構的腰封形態(tài)已不能滿足讀者的需求,人們更期待有新的理念與意識融入到設計中。從習慣的設計模式跨進新的設計思路,最重要的是理念的轉換,是腰封設計概念需要過渡的轉型期。文章著手對腰封創(chuàng)新的藝術表現(xiàn)手法進行思考：提出腰封創(chuàng)新的主要表現(xiàn)方式：形制的創(chuàng)新、形態(tài)結構的創(chuàng)新、材質與工藝的創(chuàng)新等。當腰封有了審美意識、形式美感與創(chuàng)新的理念這幾個元素的融合,才能生動地展現(xiàn)腰封的個性,賦予圖書鮮活的生命。
[Abstract]:The book waist seal is a kind of banded print which is wrapped in the book cover or the lower edge of the book. It combines the information such as shape, figure, color, copy and so on through a certain form, and has the function of advertisement. In the book sale, the waist seal communicates the most important information with the reader, at the same time attracts the reader's eyeball, strengthens the first impression, achieves the function of the book promotion. This paper analyzes the history and present situation of the waist seal of books, puts forward the purpose and significance of the research and the research method, and briefly introduces the concept and historical situation of the waist seal. The design of book waist seal should satisfy people's new pursuit, new idea, new idea and new aesthetic style to the maximum extent. Therefore, the design of book waist seal should have the characteristics of times, creativity, art, integrity, pertinence, informing, association, etc. Characteristics such as affinity. In this paper, the art form of waist seal is discussed in depth, including the inner design elements of waist seal, advertisement copy editing, media carrier, printing technology and so on. Waist seal is the most common advertisement in books, it is the link between books and readers. Waist seal has the value of advertising communication and economic value in the design and application. With the development of society and science and technology, the expression forms of the waist seal of books become more and more diversified. As a kind of advertising medium in book promotion and marketing, waist seal is more and more widely used. With the acceleration of the process of book marketization, popular entertainment and surface culture gradually occupy the mainstream content, which inevitably causes the expansion of waist seal advertisement, and also leads to the frequent emergence of waist seal problem. The author puts forward the question in the hope that the book publishing house and the designer can reflect and sum up the experience in order to promote the benign development of the book waist seal. The book waist seal is the most common form in the book advertisement. However, the author thinks that we should face it squarely and solve it, so as to interpret the current situation and problems of the waist seal. The waist seal this kind of cheap book carries the advertisement will have the good development prospect. The modern waist seal design concept requires designers to express the contents of the waist seal with bold ideas and novel ideas while inheriting, and at the same time, should improve and innovate on the basis of the existing form, and break through the existing design thinking formula. Unique artistic techniques to expand the form of waist seal imagination space. The form of waist seal with conventional structure can not meet the needs of readers, and people expect new ideas and consciousness to be integrated into the design. From the customary design mode to the new design ideas, the most important is the transformation of the concept of waist seal design needs transition. The article starts to think about the artistic expression of the innovation of waist seal, and puts forward the main expression ways of the innovation of waist seal: the innovation of shape, the innovation of form and structure, the innovation of material and technology, and so on. Only when the waist seal has the aesthetic consciousness, the aesthetic sense of form and the idea of innovation can it vividly show the personality of the waist seal and endow the book with fresh life.
【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】：J524

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本文編號：2156276