【摘要】：本文圍繞招貼設(shè)計(jì)多元發(fā)展的視覺(jué)語(yǔ)言形式以及基于心理學(xué)因素的招貼創(chuàng)新表現(xiàn)等問(wèn)題展開(kāi)研究。隨著現(xiàn)代信息技術(shù)的不斷發(fā)展，新媒體技術(shù)的應(yīng)用越來(lái)越廣泛，招貼中的視覺(jué)語(yǔ)言表現(xiàn)形式也在不斷的變化和發(fā)展。招貼與其它媒體技術(shù)的表現(xiàn)方式不再是簡(jiǎn)單的轉(zhuǎn)換關(guān)系，而是更加注重視覺(jué)語(yǔ)言的表現(xiàn)形式與新技術(shù)應(yīng)用之間的互助合作關(guān)系。 招貼主要依靠視覺(jué)語(yǔ)言來(lái)表現(xiàn)，并以視覺(jué)心理為依托。視覺(jué)語(yǔ)言作為招貼設(shè)計(jì)中最重要的表達(dá)元素，，擔(dān)負(fù)著視覺(jué)信息能否準(zhǔn)確進(jìn)行表達(dá)的重要使命，視覺(jué)元素在設(shè)計(jì)中的細(xì)微改變，可能都會(huì)對(duì)信息的視覺(jué)傳播效果產(chǎn)生不同程度的影響，也使人們的對(duì)于視覺(jué)信息的認(rèn)識(shí)和感受發(fā)生變化。因此，本文從作為招貼廣告終端用戶的受眾入手，引入了設(shè)計(jì)心理學(xué)的研究?jī)?nèi)容。從心理學(xué)的角度分析、研究影響受眾心理變化的視覺(jué)因素所在。 論文基于設(shè)計(jì)心理學(xué)理論，旨在對(duì)現(xiàn)代招貼視覺(jué)語(yǔ)言的創(chuàng)新表現(xiàn)進(jìn)行研究，文章結(jié)合國(guó)內(nèi)外優(yōu)秀的招貼廣告作品，采用分類(lèi)、比較等手法對(duì)招貼的視覺(jué)語(yǔ)言各要素進(jìn)行剖析，研究招貼視覺(jué)語(yǔ)言的創(chuàng)意表現(xiàn)形式以及設(shè)計(jì)心理學(xué)理論在招貼視覺(jué)語(yǔ)言中的體現(xiàn)。論文主要是從兩方面進(jìn)行論述，一是基于設(shè)計(jì)心理學(xué)的視覺(jué)語(yǔ)言表達(dá)，以設(shè)計(jì)心理學(xué)的相關(guān)理論為指導(dǎo)，結(jié)合傳播學(xué)與廣告學(xué)，從多角度解析研究招貼廣告受眾的心理特征以及招貼廣告必須具有獨(dú)特視覺(jué)語(yǔ)言表現(xiàn)形式的重要性；二是基于受眾認(rèn)知心理的招貼創(chuàng)意表現(xiàn)，主要是從對(duì)影響招貼廣告創(chuàng)新設(shè)計(jì)的受眾認(rèn)知心理這一角度進(jìn)行分析，深入的了解受眾認(rèn)知心理過(guò)程中的特點(diǎn)，促成廣告與受眾之間產(chǎn)生良好的互動(dòng)關(guān)系，進(jìn)而影響受眾的行為，有效的實(shí)現(xiàn)招貼廣告信息傳播的目的，提升廣告信息傳播的價(jià)值，這也進(jìn)一步闡明了基于認(rèn)知心理因素的招貼廣告創(chuàng)新設(shè)計(jì)的重要性。 同時(shí)，論文將招貼廣告的創(chuàng)新設(shè)計(jì)與廣告產(chǎn)生的傳播效用、文化價(jià)值效用以及社會(huì)環(huán)境效用三個(gè)方面的影響因素有機(jī)結(jié)合起來(lái)，旨在引導(dǎo)受眾在有效接收廣告信息的同時(shí)，更能營(yíng)造出和諧的社會(huì)大眾文化。通過(guò)對(duì)此部分的論述也使得論文在結(jié)構(gòu)與內(nèi)容上更加趨于完整，更好的體現(xiàn)了本課題研究的目的和價(jià)值，也為創(chuàng)新設(shè)計(jì)的應(yīng)用提供了一定的理論指導(dǎo)，在一定程度上起到了研究參考作用。
[Abstract]:This paper focuses on the visual language form of the multi-development of poster design and the creative performance of poster design based on psychological factors. With the continuous development of modern information technology, the application of new media technology is more and more extensive, and the visual language expression forms in posters are also changing and developing. The presentation of poster and other media technology is no longer a simple conversion relationship, but more attention is paid to the relationship between visual language representation and the application of new technology. Posters mainly rely on visual language to express, and rely on visual psychology. Visual language, as the most important expression element in poster design, bears the important mission of whether or not visual information can be accurately expressed, and the subtle change of visual element in design. It may have different influence on the effect of visual communication of information, and also make people's cognition and feeling of visual information change. Therefore, this paper starts with the audience as the end user of poster advertising, and introduces the research content of design psychology. From the point of view of psychology, this paper studies the visual factors that influence the psychological changes of the audience. Based on the theory of design psychology, this paper aims to study the innovative performance of modern poster visual language. Combining with excellent advertisement works both at home and abroad, this paper analyzes the elements of visual language of poster by means of classification and comparison. The creative form of poster visual language and the embodiment of design psychology theory in poster visual language are studied. The thesis is mainly discussed from two aspects: one is the visual language expression based on design psychology, guided by the relevant theory of design psychology, combining communication and advertising, Analyzing the psychological characteristics of poster audience and the importance of unique visual language expression form of poster advertisement; Second, the creative performance of poster based on audience cognitive psychology, mainly from the perspective of audience cognitive psychology which affects the creative design of poster advertising, in-depth understanding of the characteristics of audience cognitive psychology in the process of audience cognitive psychology, mainly from the point of view of audience cognitive psychology which affects the creative design of poster advertising. Promote a good interactive relationship between advertising and audience, and then affect the behavior of the audience, effectively achieve the purpose of poster information dissemination, enhance the value of advertising information dissemination, This also further elucidates the importance of creative design of poster advertising based on cognitive psychological factors. At the same time, the paper organically combines the innovative design of poster advertisement with the communication utility, cultural value utility and social environment utility of advertisement to guide the audience to receive advertisement information effectively at the same time. It can also create a harmonious social mass culture. This part of the discussion also makes the structure and content of the paper more complete, better reflects the purpose and value of the research, but also provides a certain theoretical guidance for the application of innovative design. To a certain extent, it plays a referential role in the research.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：J524

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 肖彬;材料在招貼插畫(huà)中的情感表達(dá)研究[D];沈陽(yáng)航空航天大學(xué);2013年

本文編號(hào)：2455937