国内广告类期刊封面图像中的视觉思维研究

发布时间：2018-12-12 04:16

【摘要】：封面图像给读者带来第一视觉印象,是期刊的视觉吸引力所在,因而被广大读者所喜爱,也被各大杂志所重视。“互联网+”的时代背景下,封面图像必须与时俱进,适应多屏转载的全媒体传播要求,此时的视觉思维作为一种与言语思维、逻辑思维不同的创造性思维,无疑是把握读者视觉心理的一把利器。本文以国内广告类期刊——《中国广告》为典型案例,对其1994年1月-2016年9月间的225期封面图像进行整理归纳,并从视觉思维的角度入手,以格式塔心理学为基点,试图对封面图像的视觉要素文字、色彩、图像、构图及其与视觉思维的关系做出系统的剖析和解读,探讨“读图时代”广告类期刊封面图像的视觉思维特点,提出关于视觉流程遵从、视觉思维阈值把握、触“屏”发展等“封面营销”策略,并做到完整的展现与详实的论述,从而为广告类期刊封面图像的深入研究及发展提出一些可资借鉴的观点。
[Abstract]:The cover image brings the first visual impression to the readers, which is the visual attraction of the periodical, so it is loved by the readers and attached importance to by the major magazines. Under the background of the "Internet" era, the cover image must keep pace with the times and adapt to the multi-screen reprint of the whole media communication requirements. At this time, the visual thinking as a kind of creative thinking is different from the verbal thinking and logical thinking. Undoubtedly, it is a sharp weapon to grasp the reader's visual psychology. Taking China Advertising as a typical case, this paper sums up 225 cover images from January 1994 to September 2016, starting from the perspective of visual thinking and taking Gestalt psychology as the basic point of view. This paper attempts to make a systematic analysis and interpretation of the visual elements of the cover image, such as text, color, image, composition and its relationship with visual thinking, and probes into the visual thinking characteristics of the cover image of the advertisement periodical in the Age of Reading Picture. This paper puts forward some strategies of "cover marketing", such as following the visual process, grasping the threshold of visual thinking, touching "screen" development, and making a complete presentation and detailed discussion. Therefore, some useful viewpoints are put forward for the further research and development of the cover image of advertisement periodicals.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

【相似文献】