公益广告中纪实影像的应用
发布时间：2018-10-15 19:18
【摘要】：现代社会已跨入读图时代,在科技飞速发展的同时,五花八门的艺术表现形式、手法和设备层出不穷,并被广泛应用于广告设计、摄影等领域,大大地开拓了广告的展示平台,这就使得其表现形式五彩缤纷、风格纷呈。与绘画方式相比,具有多种表现手段的摄影表现形式逐渐被艺术设计市场所认可,它能够非常真实地再现客观事物,成为公益广告领域最为主要的表现形式之一。 本论文在理论综述的基础上,分析了摄影分类中纪实影像的基本概念,纪实摄影的类型和特征。研究了纪实摄影与商业摄影的异同,从而进一步探讨纪实影像在广告设计当中的运用形式及两者的相互关系。另一方面对公益广告的基本特征进行分析,进一步研究其具备的相关功能,探讨公益广告与商业广告之间的联系与区别。 本文基于对公益广告和纪实摄影两者的自身特征、功能等方面的深入探讨和研究,尝试寻找将纪实摄影的表现手法及主旨,更好地融入到公益广告的实际运用中的可能性。 本文在纪实摄影和公益广告两者结合的途径、具体方式和由此产生的意义等方面进行了比较深入的研究,并得到了一定的结论。
[Abstract]:The modern society has stepped into the era of reading pictures. With the rapid development of science and technology, various forms of artistic expression, techniques and equipment emerge in endlessly, and are widely used in advertising design, photography and other fields, greatly opening up the advertising display platform. This makes its expression form is colorful, the style is numerous. Compared with the way of painting, the form of photographic expression with a variety of means of expression has gradually been recognized by the art design market. It can reproduce the objective things very truthfully and become one of the most important forms of expression in the field of public service advertising. On the basis of theoretical review, this paper analyzes the basic concepts, types and characteristics of documentary photography in the classification of photography. This paper studies the similarities and differences between documentary photography and commercial photography, and further discusses the application of documentary photography in advertising design and the relationship between them. On the other hand, it analyzes the basic characteristics of public service advertising, further studies its relevant functions, and probes into the relationship and difference between public service advertisement and commercial advertisement. Based on the in-depth study of the characteristics and functions of public service advertising and documentary photography, this paper tries to find the possibility of integrating documentary photography into the practical application of public service advertising. In this paper, the combination of documentary photography and public service advertising approach, specific ways and the significance of the resulting aspects of a more in-depth study, and has reached a certain conclusion.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J959
本文编号：2273565
[Abstract]:The modern society has stepped into the era of reading pictures. With the rapid development of science and technology, various forms of artistic expression, techniques and equipment emerge in endlessly, and are widely used in advertising design, photography and other fields, greatly opening up the advertising display platform. This makes its expression form is colorful, the style is numerous. Compared with the way of painting, the form of photographic expression with a variety of means of expression has gradually been recognized by the art design market. It can reproduce the objective things very truthfully and become one of the most important forms of expression in the field of public service advertising. On the basis of theoretical review, this paper analyzes the basic concepts, types and characteristics of documentary photography in the classification of photography. This paper studies the similarities and differences between documentary photography and commercial photography, and further discusses the application of documentary photography in advertising design and the relationship between them. On the other hand, it analyzes the basic characteristics of public service advertising, further studies its relevant functions, and probes into the relationship and difference between public service advertisement and commercial advertisement. Based on the in-depth study of the characteristics and functions of public service advertising and documentary photography, this paper tries to find the possibility of integrating documentary photography into the practical application of public service advertising. In this paper, the combination of documentary photography and public service advertising approach, specific ways and the significance of the resulting aspects of a more in-depth study, and has reached a certain conclusion.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J959
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