【摘要】： 在全球經(jīng)濟危機的影響下,處于視覺文化、信息洪流與商業(yè)利益戰(zhàn)場交接點的視覺廣告表達也受到各方挑戰(zhàn)。本文即在這樣的背景中,從設(shè)計角度出發(fā),借助傳播理論模型的框架對視覺廣告表達過程與本質(zhì)進行分析探討,力圖對視覺廣告未來發(fā)展提出些許己見,以供從事視覺廣告表達的設(shè)計師或相關(guān)人員參考。 本文從廣告?zhèn)鞑ダ碚撝袣w納視覺廣告表達過程的理論模型,將本文研究重點確定在介質(zhì)集合(符號與媒介)與基本要素集合(傳者、受者、信息)的分析上。 在過程分析中,從設(shè)計角度出發(fā),對兩大集合及其關(guān)系進行分別闡述。首先,討論介質(zhì)集合中的符號與媒介。將視覺廣告表達符號從功能上劃分為圖像符號、標(biāo)志符號與象征符號三類,從結(jié)構(gòu)上歸納為修辭、朦朧、將亡、包容四個特性:將視覺廣告表達媒介分為平面媒介、影視媒介與數(shù)字媒介三類,從“畫框”與“運動”兩方面展開討論。由此,探討設(shè)計在視覺廣告表達過程中所起到的信息傳遞與強化功能。其次,討論基本要素集合中的傳者、受者與信息。分別闡述三者在表達過程中的身份與功能,進而分析三者關(guān)系。并著重展丌三者在介質(zhì)集合中的形象分析,以顯現(xiàn)介質(zhì)集合與基本要素集合的關(guān)系。由此,探討設(shè)計在視覺廣告表達過程中的協(xié)調(diào)與說服功能。并在這兩大集合的分析討論中,滲入對單純與頹廢生成過程的研究,以呈現(xiàn)視覺廣告表達本質(zhì)性的片段。 在此過程分析的基礎(chǔ)之上,探討視覺廣告表達的本質(zhì)。研究視覺廣告表達過程中單純與頹廢的生成機制。并由此分析并發(fā)掘視覺廣告表達的“殘酷章話”本質(zhì)。分析權(quán)力在單純與頹廢中的顯現(xiàn),在視覺廣告表達過程中的作用,以及設(shè)計對權(quán)力的態(tài)度。闡述視覺廣告表達的本質(zhì),即“殘酷章話”,即自由與美好構(gòu)筑的游戲幻境中,無止境的權(quán)力與欲望。 最后,提出設(shè)計在視覺廣告表達中所進行的工作,便是利用視覺廣告表達幻境協(xié)調(diào)各方利益,在制衡的把握中,達成視覺廣告表達的最佳效果。以此促進視覺廣告未來的良性發(fā)展。
[Abstract]:Under the influence of the global economic crisis, the visual advertising expression at the junction of the information flood and the commercial interests is also challenged by all parties. In this context, from the point of view of design, with the help of the framework of communication theory model, this paper analyzes and discusses the process and essence of visual advertising expression, and tries to put forward some opinions on the future development of visual advertising. In order to engage in visual advertising expression designers or related personnel reference. This paper induces the theoretical model of visual advertising expression process from advertising communication theory, and focuses on the analysis of media set (symbol and media) and basic element set (communicator, recipient, information). In the process analysis, the two sets and their relations are elaborated from the design point of view. First, the symbols and media in the media set are discussed. The visual advertisement expression symbol is divided into the image symbol, the symbol and the symbol from the function, and is summed up as rhetoric, obscurity, death and tolerance from the structure: the visual advertising expression medium is divided into plane medium. Film and TV media and digital media, from the "picture frame" and "movement" two aspects of the discussion. From this, this paper discusses the information transmission and enhancement function of design in the process of visual advertising expression. Secondly, the authors, recipients and information in the basic element set are discussed. This paper expounds the identity and function of the three in the process of expression, and then analyzes the relationship between them. In order to show the relationship between the media set and the basic element set, the image analysis of the three elements in the media set is emphasized. Therefore, this paper discusses the coordination and persuasion function of design in the process of visual advertising expression. In the analysis and discussion of these two sets, the research on the process of pure and decadent generation is infiltrated to present the fragments of visual advertising to express the essence. Based on the analysis of this process, the essence of visual advertising expression is discussed. This paper studies the generation mechanism of pure and decadent in the process of visual advertising expression. And from this analysis and explore the visual advertising expression of the "cruel chapter" essence. This paper analyzes the manifestation of power in pure and decadent, the role of power in the process of visual advertising expression, and the attitude of design to power. This paper expounds the essence of visual advertisement expression, that is, the endless power and desire in the game illusion of freedom and beauty. Finally, it is put forward that the work of design in the expression of visual advertising is to use visual advertising to express illusion to coordinate the interests of all parties, and to achieve the best effect of visual advertising expression in the control of checks and balances. In order to promote the future of visual advertising benign development.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：J524

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