中国数字媒体中的广告艺术研究

发布时间：2018-01-25 03:51

本文关键词： 数字媒体广告艺术网络广告　出处：《江南大学》2008年硕士论文　论文类型：学位论文

【摘要】： 数字媒体广告将成为文化产业中最具创造性和先导性的核心组成部分,新经济时代的数字媒体已成为其他产业的核心,中国的经济也将在世界整体发展趋势中从“中国制造”逐步向“中国创造”转型。广义来说,数字媒体是指传播的各种媒介的数字化形态。数字技术突飞猛进的发展,促进了计算机、通信和广播等三大传统信息系统领域的融合,产生了基于数字互动的媒介汇流和产业整合现象,数字媒体附加的“创意经济”时代可谓来临。中国数字媒体相关产业,即影视、动漫、游戏、网络、电子出版等,已经蓄势待发,时不我待。国家经济的发展和数字媒体创意产业的发展是相互依赖、相互促进的关系。所谓广告艺术是指为商品销售目的而进行的表现艺术。是一种有明确目的,在很多限制条件下的创造性的实用艺术形式。广告艺术是现代艺术中分离出来的一种独特形式,广告艺术几乎涉及到现代所有艺术领域,是现代艺术丛林中灿烂的一枝,并有它自身的特点和发展规律。在传媒时代,以数字媒体为载体的广告传播已经不囿于传统的平面载体概念,在科技进步与精神文明发展的催生下,向各个艺术领域渗透,并在其中起到越来越大的作用。设计语言的多元模式与艺术形式的多维建构使传媒艺术形式更加完善和丰满。本文通过搜索大量相关资料,运用了文献资料法并结合实际观察与分析来研究探索新媒体与广告艺术之间的最本质核心的语言,寻找和发现沟通的元素,并借由本研究系统的整理和初步分析,预测将来一些可能的发展趋势,为今后相关的设计研究活动提供一定的参考。
[Abstract]:Digital media advertising will become the most creative and leading core component of the cultural industry. Digital media in the new economic era has become the core of other industries. China's economy will gradually transform from "made in China" to "created in China" in the overall development trend of the world. In a broad sense, digital media refers to the digital form of various media of communication. The rapid development of digital technology has promoted the integration of three traditional information systems, such as computer, communication and broadcasting. The phenomenon of media convergence and industrial integration based on digital interaction, digital media additional "creative economy" era can be said to come. China's digital media related industries, that is, film and television, animation, games, networks. The development of national economy and the development of digital media creative industry depend on each other and promote each other. The so-called advertising art refers to the performance art for the purpose of selling goods. It is a kind of clear purpose. Creative practical art forms under many restrictions. Advertising art is a unique form separated from modern art. Advertising art involves almost all fields of modern art. It is a brilliant branch of modern art jungle, and has its own characteristics and development law. In the media age, the advertising communication based on digital media is not confined to the traditional concept of plane carrier, and permeates into various artistic fields under the birth of the progress of science and technology and the development of spiritual civilization. The multi-mode of design language and the multi-dimensional construction of art form make the media art form more perfect and full. Through searching for a large number of relevant materials, this paper uses the method of literature and practical observation and analysis to study and explore the most essential core language between new media and advertising art, and to find and find elements of communication. Some possible development trends in the future are forecasted by the arrangement and preliminary analysis of this research system, which provides a certain reference for the related design research activities in the future.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

【引证文献】