人文精神在平面廣告設(shè)計中的表現(xiàn)研究
發(fā)布時間：2019-03-30 19:33
【摘要】： 平面廣告設(shè)計中的人文精神是目前我國視覺傳達(dá)方向的一個熱門話題,人文精神在平面廣告中的充分體現(xiàn)是我國平面廣告發(fā)展的主流趨勢。現(xiàn)代人在滿足了物質(zhì)生活需求的同時,對精神需求越來越高。平面廣告作為大眾和商品的媒介,對廣告注入的情感越強烈,消費者的購買行為就越容易產(chǎn)生。人文精神在平面廣告中的體現(xiàn),其核心是對人性的關(guān)懷。廣告中的人文關(guān)懷已經(jīng)成為現(xiàn)代平面廣告設(shè)計中最重要的文化基因,它是中國傳統(tǒng)文化中道德與本體論結(jié)合在一起形成的“天人合一”、“天人感應(yīng)”等基礎(chǔ)理論的進(jìn)一步演化。在2008人文奧運來臨之際,作為和諧社會媒介之一的平面廣告,也將在“人文”理念的影響和推動下迎來新的發(fā)展契機,逐步改變與完善原有的以商業(yè)為主導(dǎo)的廣告模式,向人文廣告方向發(fā)展,使平面廣告整體水平得到質(zhì)的飛躍。 本文從人文精神入手進(jìn)行研究和論述,在平面廣告中樹立以人為本的設(shè)計理念和思想,關(guān)注人性的發(fā)展,關(guān)注人們的精神生活和情感需求。在我國現(xiàn)代的平面廣告設(shè)計中,注入我國的傳統(tǒng)文化,體現(xiàn)我國的人文精神內(nèi)涵,弘揚我國的民族精神。對平面廣告中的構(gòu)成要素的情感傳達(dá)和信息傳遞等進(jìn)行整合研究,尋找解決當(dāng)前平面廣告中人文精神缺失問題的途徑,以期對研究者和實踐者起到拋磚引玉的作用。本文在研究部分首先從平面廣告的圖形、色彩、文字等具體的廣告元素的情感心理因素及其在視覺傳達(dá)方面所起的作用進(jìn)行研究,進(jìn)而從整體的系統(tǒng)的角度進(jìn)行整合研究,提出“人文精神在平面廣告設(shè)計表現(xiàn)中整體的意義大于各元素相加的總和”。并據(jù)此提出在平面廣告設(shè)計中體現(xiàn)人文精神的具體方案。 研究表明,平面廣告作為一種藝術(shù)形式,既依賴社會又推動社會文明的進(jìn)程。它既要順應(yīng)消費者的心理,又要符合社會文化氛圍和背景。在社會發(fā)展中,文化背景必然影響到設(shè)計理念。有什么樣的文化背景必然會產(chǎn)生什么樣的設(shè)計理念,否則這種意識就不可能在這種社會中生存和發(fā)展。人文精神在平面廣告中的充分表現(xiàn)可以體現(xiàn)人性價值,與消費者產(chǎn)生情感共鳴,滿足消費者的情感需求;傳播健康向上的理念,引導(dǎo)人們改變思維方式和生活方式;體現(xiàn)社會文化內(nèi)涵,推動社會文明進(jìn)程。最后得出結(jié)論:人文精神訴求已經(jīng)成為我國現(xiàn)代平面廣告設(shè)計中新的訴求形式。
[Abstract]:The humanistic spirit in graphic advertising design is a hot topic in the direction of visual communication in our country at present. The full embodiment of humanistic spirit in print advertising is the mainstream trend of the development of print advertising in our country. Modern people meet the needs of material life, at the same time, the demand for spirit is higher and higher. Print advertising as a mass and commodity media, the stronger the emotion injected into advertising, the more easily consumers purchase behavior. The core of humanistic spirit in print advertisement is its concern for human nature. Humanistic care in advertising has become the most important cultural gene in modern graphic advertising design. It is the "unity of heaven and man" formed by the combination of morality and ontology in Chinese traditional culture. The further evolution of the basic theories such as "Heaven-Man Induction". With the advent of the 2008 Humanities Olympic Games, print advertising, as one of the harmonious social media, will also usher in a new opportunity for development under the influence and promotion of the concept of "humanity", gradually changing and perfecting the original commercial-led advertising mode. To the direction of humanistic advertising, so that the overall level of print advertising has a qualitative leap. This paper studies and discusses the humanistic spirit, sets up the people-oriented design idea and thought in the print advertisement, pays attention to the development of human nature, and pays attention to the spiritual life and emotional needs of people. In the modern graphic advertisement design of our country, the traditional culture of our country is infused to embody the connotation of the humanistic spirit of our country and carry forward the national spirit of our country. This paper makes an integrated study on the emotional transmission and information transmission of the constituent elements in print advertising, and finds out the ways to solve the problem of the lack of humanistic spirit in the current print advertising, so as to play the role of a brick-and-mortar for the researcher and the practitioner. In the part of research, the author first studies the emotional and psychological factors of advertising elements such as graphics, colors, characters and other specific advertising elements and their role in visual communication, and then carries on the integrated research from the perspective of the whole system. It is pointed out that the overall significance of humanistic spirit in graphic advertising design is greater than the sum of all the elements. Based on this, the paper puts forward a concrete scheme to embody the humanistic spirit in the graphic advertising design. The research shows that, as an art form, print advertisement not only depends on the society but also promotes the process of social civilization. It not only conforms to the psychology of consumers, but also conforms to the social and cultural atmosphere and background. In the social development, the cultural background inevitably affects the design idea. What kind of cultural background will inevitably produce what kind of design idea, otherwise this kind of consciousness can not exist and develop in this kind of society. The full expression of humanistic spirit in print advertising can reflect the value of human nature, resonate with consumers emotionally, meet the emotional needs of consumers, spread the idea of healthy and upward, and guide people to change their way of thinking and life style. Reflect the connotation of social culture, promote the process of social civilization. Finally, it is concluded that humanistic spirit demand has become a new form of appeal in the design of modern graphic advertising in China.
【學(xué)位授予單位】：東北林業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：J524.3
本文編號：2450411
[Abstract]:The humanistic spirit in graphic advertising design is a hot topic in the direction of visual communication in our country at present. The full embodiment of humanistic spirit in print advertising is the mainstream trend of the development of print advertising in our country. Modern people meet the needs of material life, at the same time, the demand for spirit is higher and higher. Print advertising as a mass and commodity media, the stronger the emotion injected into advertising, the more easily consumers purchase behavior. The core of humanistic spirit in print advertisement is its concern for human nature. Humanistic care in advertising has become the most important cultural gene in modern graphic advertising design. It is the "unity of heaven and man" formed by the combination of morality and ontology in Chinese traditional culture. The further evolution of the basic theories such as "Heaven-Man Induction". With the advent of the 2008 Humanities Olympic Games, print advertising, as one of the harmonious social media, will also usher in a new opportunity for development under the influence and promotion of the concept of "humanity", gradually changing and perfecting the original commercial-led advertising mode. To the direction of humanistic advertising, so that the overall level of print advertising has a qualitative leap. This paper studies and discusses the humanistic spirit, sets up the people-oriented design idea and thought in the print advertisement, pays attention to the development of human nature, and pays attention to the spiritual life and emotional needs of people. In the modern graphic advertisement design of our country, the traditional culture of our country is infused to embody the connotation of the humanistic spirit of our country and carry forward the national spirit of our country. This paper makes an integrated study on the emotional transmission and information transmission of the constituent elements in print advertising, and finds out the ways to solve the problem of the lack of humanistic spirit in the current print advertising, so as to play the role of a brick-and-mortar for the researcher and the practitioner. In the part of research, the author first studies the emotional and psychological factors of advertising elements such as graphics, colors, characters and other specific advertising elements and their role in visual communication, and then carries on the integrated research from the perspective of the whole system. It is pointed out that the overall significance of humanistic spirit in graphic advertising design is greater than the sum of all the elements. Based on this, the paper puts forward a concrete scheme to embody the humanistic spirit in the graphic advertising design. The research shows that, as an art form, print advertisement not only depends on the society but also promotes the process of social civilization. It not only conforms to the psychology of consumers, but also conforms to the social and cultural atmosphere and background. In the social development, the cultural background inevitably affects the design idea. What kind of cultural background will inevitably produce what kind of design idea, otherwise this kind of consciousness can not exist and develop in this kind of society. The full expression of humanistic spirit in print advertising can reflect the value of human nature, resonate with consumers emotionally, meet the emotional needs of consumers, spread the idea of healthy and upward, and guide people to change their way of thinking and life style. Reflect the connotation of social culture, promote the process of social civilization. Finally, it is concluded that humanistic spirit demand has become a new form of appeal in the design of modern graphic advertising in China.
【學(xué)位授予單位】：東北林業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：J524.3
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