西方平面廣告藝術(shù)符號應用分析
發(fā)布時間：2018-08-20 17:27
【摘要】：在當今社會，人們生活的方方面面都與廣告息息相關(guān)�，F(xiàn)代廣告除了提供信息、銷售產(chǎn)品等功能外，還可以起到豐富生活、陶冶情操的效果。成功的平面廣告，就像一件精美的藝術(shù)品，不僅真實、具體地向人們介紹了商品，而且讓人們通過對作品形象的觀摩、欣賞，引起豐富的生活聯(lián)想，樹立新的消費觀念，增加精神上美的享受，并在藝術(shù)的潛移默化中產(chǎn)生購買欲望。除此之外，還可以幫助消費者樹立正確的道德觀、人生觀，培養(yǎng)人們的精神文明，并且給消費者授以各方面的知識。 平面廣告中應用藝術(shù)符號實際上是一個雙贏策略，既可以遮掩廣告赤裸裸的商業(yè)本質(zhì)，有效提升廣告的可欣賞性和藝術(shù)性,又符合傳播學受眾為中心的需求，同時還是藝術(shù)符號自身延續(xù)和傳播的要求。在西方，藝術(shù)符號應用于平面廣告中的現(xiàn)象已經(jīng)普遍存在。這一現(xiàn)象發(fā)展到現(xiàn)在，不僅表現(xiàn)在數(shù)量上越來越多，同時在廣告創(chuàng)意所涉及的范圍也不斷拓寬與延伸，極大程度豐富了平面廣告的創(chuàng)意空間世界。 當前，我國國內(nèi)廣告行業(yè)整體競爭力較弱,存在公司規(guī)模小、行業(yè)內(nèi)部惡性競爭、作品品位不高等諸多問題，研究該課題有助于國內(nèi)廣告業(yè)借鑒國際成功廣告，，創(chuàng)作出高雅脫俗的高水準作品，增強自身競爭力。 根據(jù)目前西方平面廣告藝術(shù)符號應用的現(xiàn)狀及掌握的相關(guān)文獻資料，本文采取案例分析法、文獻資料分析與內(nèi)容分析法相結(jié)合的研究方法，以發(fā)現(xiàn)、分析、解決問題為研究思路，對平面廣告藝術(shù)符號應用現(xiàn)象進行切入研究，對西方大量優(yōu)秀平面廣告展開深入分析。研究的目的主要是通過對平面廣告中的藝術(shù)符號應用現(xiàn)象的研究，從符號學理論、傳播學等角度的闡釋，揭示現(xiàn)象出現(xiàn)和發(fā)展的原因、優(yōu)勢、條件，將藝術(shù)符號與廣告緊密結(jié)合起來，深入分析西方平面廣告中運用藝術(shù)符號的大量成功案例，有助于我們更為深刻地認識和了解這一類廣告和創(chuàng)意，對國內(nèi)廣告創(chuàng)作水平的提高也有一定借鑒意義，以此促進我國廣告業(yè)的進一步發(fā)展。 對比西方優(yōu)秀的廣告作品，中國的平面廣告在創(chuàng)意表現(xiàn)和內(nèi)容選擇上還存在很大的不足�？傮w來講，中國的平面廣告作品目前存在三個方面的問題：1、作品低俗化，藝術(shù)感不夠；2、創(chuàng)意上缺乏新意，結(jié)合度不高，機械化的拿來主義，模仿意味重；3、幽默感缺失，缺少吸引受眾的主要元素；4、民族化的元素運用較少，獨特感缺乏。面對這些平面廣告廣告存在問題，中國平面廣告必須借鑒西方優(yōu)秀廣告的先進之處，巧妙運用各種表現(xiàn)手法和新穎獨特的視角，以精彩的創(chuàng)意表現(xiàn)，才能達到最出色的廣告效果。本文對中國平面廣告的發(fā)展提出了以下幾點具體建議：1、增加含蓄美；2、加強幽默感；3、把握好民族性和國際化與藝術(shù)聯(lián)姻；4、增強廣告的藝術(shù)性。只有這樣，中國的平面廣告才能把握住當今的當今全球經(jīng)濟的發(fā)展和一體化融合趨勢，發(fā)展壯大。
[Abstract]:In today's society, all aspects of people's lives are closely related to advertising. Modern advertising not only provides information, sales products and other functions, but also play a rich life, edify the effect of sentiment. Successful print advertising, like a fine work of art, not only introduces the goods to people in a real and concrete way, but also enables people to create rich associations of life and establish new consumption concepts by observing and appreciating the images of the works. Increase spiritual enjoyment, and in the art of subtle desire to buy. In addition, it can help consumers to establish a correct moral outlook, outlook on life, cultivate people's spiritual civilization, and give consumers a wide range of knowledge. In fact, the application of artistic symbols in print advertising is a win-win strategy, which can not only mask the naked commercial essence of advertisements, effectively enhance the appreciation and artistry of advertisements, but also meet the needs of the audience as the center of communication. At the same time, it is also the requirement of the continuation and dissemination of artistic symbols themselves. In the West, the use of artistic symbols in print advertising has been widespread. This phenomenon has developed to the present, not only in the quantity more and more, but also in the advertisement creative scope also unceasingly expands and extends, has enriched the plane advertisement creativity space world to a great extent. At present, China's domestic advertising industry is weak in overall competitiveness, there are a lot of problems such as small scale of companies, vicious competition within the industry, low grade of works, and so on. The study of this topic is helpful for domestic advertising industry to learn from international successful advertising. Create elegant and refined high-standard works to enhance their competitiveness. According to the current situation of the use of the art symbols in the western print advertising and the relevant literature materials, this paper adopts the method of case analysis, literature analysis and content analysis to find and analyze. To solve the problem, this paper studies the application of print advertising art symbols, and deeply analyzes a large number of outstanding print advertisements in the west. The purpose of the study is to reveal the reasons, advantages and conditions of the appearance and development of the phenomenon from the perspective of semiotic theory and communication through the study of the application of artistic symbols in print advertising. The close combination of artistic symbols and advertisements, and the in-depth analysis of a large number of successful cases of the use of artistic symbols in Western print advertisements will help us to understand and understand this kind of advertising and creativity more deeply. It can also be used for reference to improve the level of advertising creation in our country, so as to promote the further development of advertising industry in our country. Compared with the outstanding advertising works in the West, there are still some shortcomings in the creative performance and content selection of Chinese print advertising. Generally speaking, there are three problems in Chinese print advertising work: 1, the work is vulgar, the artistic sense is not enough, the creativity is short of originality, the degree of integration is not high, the mechanization is used, imitation means heavy weight and lack of sense of humor. Lack of the main elements to attract the audience, the use of nationalized elements less, lack of unique sense. In the face of these problems in print advertising, Chinese print advertising must draw lessons from the advanced points of excellence in western advertising, skillfully use all kinds of expressive techniques and novel and unique perspectives to display brilliant creative ideas. In order to achieve the best advertising effect. This paper puts forward the following specific suggestions for the development of Chinese print advertising: 1, adding implicit beauty, strengthening sense of humor, grasping nationality and internationalization and art marriage and enhancing artistic quality of advertising. Only in this way, China's print advertising can grasp the current trend of global economic development and integration.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：J524.3
本文編號：2194424
[Abstract]:In today's society, all aspects of people's lives are closely related to advertising. Modern advertising not only provides information, sales products and other functions, but also play a rich life, edify the effect of sentiment. Successful print advertising, like a fine work of art, not only introduces the goods to people in a real and concrete way, but also enables people to create rich associations of life and establish new consumption concepts by observing and appreciating the images of the works. Increase spiritual enjoyment, and in the art of subtle desire to buy. In addition, it can help consumers to establish a correct moral outlook, outlook on life, cultivate people's spiritual civilization, and give consumers a wide range of knowledge. In fact, the application of artistic symbols in print advertising is a win-win strategy, which can not only mask the naked commercial essence of advertisements, effectively enhance the appreciation and artistry of advertisements, but also meet the needs of the audience as the center of communication. At the same time, it is also the requirement of the continuation and dissemination of artistic symbols themselves. In the West, the use of artistic symbols in print advertising has been widespread. This phenomenon has developed to the present, not only in the quantity more and more, but also in the advertisement creative scope also unceasingly expands and extends, has enriched the plane advertisement creativity space world to a great extent. At present, China's domestic advertising industry is weak in overall competitiveness, there are a lot of problems such as small scale of companies, vicious competition within the industry, low grade of works, and so on. The study of this topic is helpful for domestic advertising industry to learn from international successful advertising. Create elegant and refined high-standard works to enhance their competitiveness. According to the current situation of the use of the art symbols in the western print advertising and the relevant literature materials, this paper adopts the method of case analysis, literature analysis and content analysis to find and analyze. To solve the problem, this paper studies the application of print advertising art symbols, and deeply analyzes a large number of outstanding print advertisements in the west. The purpose of the study is to reveal the reasons, advantages and conditions of the appearance and development of the phenomenon from the perspective of semiotic theory and communication through the study of the application of artistic symbols in print advertising. The close combination of artistic symbols and advertisements, and the in-depth analysis of a large number of successful cases of the use of artistic symbols in Western print advertisements will help us to understand and understand this kind of advertising and creativity more deeply. It can also be used for reference to improve the level of advertising creation in our country, so as to promote the further development of advertising industry in our country. Compared with the outstanding advertising works in the West, there are still some shortcomings in the creative performance and content selection of Chinese print advertising. Generally speaking, there are three problems in Chinese print advertising work: 1, the work is vulgar, the artistic sense is not enough, the creativity is short of originality, the degree of integration is not high, the mechanization is used, imitation means heavy weight and lack of sense of humor. Lack of the main elements to attract the audience, the use of nationalized elements less, lack of unique sense. In the face of these problems in print advertising, Chinese print advertising must draw lessons from the advanced points of excellence in western advertising, skillfully use all kinds of expressive techniques and novel and unique perspectives to display brilliant creative ideas. In order to achieve the best advertising effect. This paper puts forward the following specific suggestions for the development of Chinese print advertising: 1, adding implicit beauty, strengthening sense of humor, grasping nationality and internationalization and art marriage and enhancing artistic quality of advertising. Only in this way, China's print advertising can grasp the current trend of global economic development and integration.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：J524.3
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