【摘要】：隨著信息技術的不斷發(fā)展,新媒體對傳統(tǒng)的廣告媒介形式產(chǎn)生了強烈的沖擊,傳統(tǒng)媒介需要進行創(chuàng)新以適應時代的要求。同時,社會經(jīng)濟的發(fā)展使人們對廣告的審美趨向發(fā)生了改變,視覺消費方式也呈現(xiàn)出了更為多元化的特點。為了適應客觀條件的變化,平面廣告設計不斷進行突破創(chuàng)新,展現(xiàn)出了空間立體化、元素多樣化、手段多元化、思維創(chuàng)新化等特點,由此產(chǎn)生了多維化平面廣告設計,本文對其中的創(chuàng)意方法進行了重點研究。多維化平面廣告設計是一個相對創(chuàng)新的概念,尚沒有較為成型的理論體系。本文結合“多維化平面設計”與“平面廣告創(chuàng)新設計”的相關課題研究,對多維化平面廣告設計的概念、成因、傳播特征、價值等內容進行了梳理。并從國內外平面設計大師的作品中探尋多維化的創(chuàng)意啟示,結合對創(chuàng)意思維和創(chuàng)意原則的歸納,為研究本課題的核心部分——多維化平面廣告設計的創(chuàng)意方法打下基礎。本文通過分析國內外大量創(chuàng)新廣告案例,總結歸納出五種多維化平面廣告設計的創(chuàng)意方法,其中包括與環(huán)境結合、與人互動以及進行動態(tài)展現(xiàn)等創(chuàng)新內容。文章最后通過完成實際的設計案例,驗證了多維化創(chuàng)意方法的可行性。多維化創(chuàng)意方法是對現(xiàn)有平面廣告設計理論的重要補充,有助于拓寬平面廣告設計的研究空間。本文強調了平面廣告設計與廣告載體、空間環(huán)境、受眾之間的相互結合,總結出了較為詳細、具體的創(chuàng)意方法,為設計者提供了理論支撐與實踐依據(jù)。多維化平面廣告設計的課題還很多內容可以進行拓展研究,伴隨著時代的發(fā)展,將會有更多的新思維、新媒介、新技術融入到創(chuàng)意方法當中,設計者應以發(fā)展的眼光,不斷補充完善多維化的設計理論,努力探索平面廣告創(chuàng)新設計的更多可能性。
[Abstract]:With the continuous development of information technology, the new media has a strong impact on the traditional advertising media form, traditional media need to innovate to meet the requirements of the times. At the same time, with the development of social economy, the aesthetic trend of advertising has been changed, and the visual consumption mode is more diversified. In order to adapt to the change of objective conditions, the graphic advertising design has been innovating constantly, showing the characteristics of three-dimensional space, diversified elements, diversified means, innovative thinking and so on, which has resulted in multi-dimensional graphic advertising design. This paper focuses on the creative methods. Multi-dimensional graphic advertising design is a relatively innovative concept, there is no more formative theoretical system. This paper combs the concept, causes, communication characteristics and value of the multidimensional graphic design with the research of the related topics of "the multi-dimensional graphic design" and "the creative design of print advertising". And from the domestic and foreign graphic design master works to explore the multi-dimensional creative inspiration, combined with the creative thinking and creative principles of induction, for the study of the core part of this topic, the creative method of multi-dimensional graphic advertising design lay the foundation. By analyzing a large number of innovative advertising cases at home and abroad, this paper summarizes five creative methods of multi-dimensional graphic advertising design, including the combination with environment, interaction with people and dynamic presentation. Finally, the feasibility of multi-dimensional creative method is verified by a practical design case. Multi-dimensional creative method is an important supplement to the existing theory of print advertising design, which is helpful to broaden the research space of print advertising design. This paper emphasizes the combination of graphic advertising design and advertising carrier, space environment and audience, summarizes the detailed and concrete creative methods, and provides theoretical support and practical basis for designers. With the development of the times, there will be more new thinking, new media and new technology into the creative methods. Designers should take a developmental view. Continue to supplement and improve the multidimensional design theory, and strive to explore more possibilities of creative design of print advertising.
【學位授予單位】：北京建筑大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：J524.3

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本文編號：2298652