会展吉祥物视觉评价体系研究

发布时间：2018-02-09 20:49

本文关键词： 吉祥物视觉受众评价体系　出处：《东华大学》2011年硕士论文　论文类型：学位论文

【摘要】：会展类吉祥物即服务于会展类活动的标志性形象,与宣传过程中同时使用的会展标志及其他宣传手段形成互补模式,在会展产业领域具有重要地位。目前对于吉祥物设计和运作方面研究以及实践的深度都在不断取得进展,但是尚需一个比较合理的视觉评价体系将从设计、形象推出、大众评价反馈以及经验收集和再设计这一过程进行整合,所涉及的要素应在一个具备全面性、完整性、导向性、开放性的框架体系中进行有机运作和互相影响,以体现体系应该具备的可操作等原则,并为吉祥物运作过程中的评价参与方提供可以参考的标准。本文通过对已有会展吉祥物运作情况资料的查阅,结合世博期间吉祥物运作情况的调研,从设计师、主办方、受众三方面入手,以美学、社会学、心理学、传播学等相关理论知识为依托,运用实地调研、网络资料检索、理论分析等研究方法,初步构建包含设计者、主办方、受众三大评价模式和形式美、符号性、象征性、会展文化代表性、社会舆论适应性、号召力等十五个指标的会展吉祥物视觉评价体系。然后结合世博会召开的时机对相应的吉祥物进行评价,对存在的问题进行探讨,同时对以后会展类吉祥物的评价规律进行了初步预测,以证明该评价体系的科学性,并对会展吉祥物的设计和运作工作提出合理化建议。该体系为提高吉祥物的设计质量,改善运作模式提供了比较实际可行的参考标准,并证实了对会展吉祥物评价进行量化的可能。
[Abstract]:The mascot serves the iconic image of the exhibition activity, and forms a complementary model with the exhibition logo and other propaganda means used in the process of publicity. It has an important position in the field of exhibition industry. At present, the depth of research and practice on the design and operation of mascots is making continuous progress, but there is still a need for a more reasonable visual evaluation system to be launched from design and image. The integration of the process of mass evaluation feedback and experience collection and redesign involves elements that operate organically and interact with each other in a framework system that is comprehensive, integrated, oriented, and open. In order to embody the operational principles that the system should possess, and to provide reference standards for the evaluation participants in the mascot operation. Combining with the investigation on the operation of mascots during the Expo, starting from three aspects: designers, organizers and audiences, relying on the relevant theoretical knowledge of aesthetics, sociology, psychology, communication, etc., using field research and searching information on the Internet. Theoretical analysis and other research methods, including designers, organizers, audience, three evaluation models and formal beauty, symbolic, symbolic, exhibition cultural representativeness, public opinion adaptability, A visual evaluation system of exhibition mascots with 15 indicators, such as charisma, etc. Then combining the timing of the World Expo to evaluate the corresponding mascots, the existing problems are discussed. At the same time, the evaluation law of mice mascots in the future is preliminarily forecasted to prove the scientific nature of the evaluation system, and some reasonable suggestions are put forward for the design and operation of the mascots. The system is intended to improve the design quality of mascots. The improvement of the operation mode provides a practical and feasible reference standard, and confirms the possibility of quantifying the evaluation of the exhibition mascot.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：TB47;F713.83

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