中外广告文字创意设计的比较美学研究

发布时间：2018-01-29 13:37

本文关键词： 中外广告文字创意设计比较美学研究再度符号化　出处：《湖北工业大学》2009年硕士论文　论文类型：学位论文

【摘要】： 汉字是中华民族代代相传的语言符号和宝贵的人类文化遗产,在电子计算机日益普及的今天,仍然发挥着有目共睹的作用。研究汉字这古老的文字,并进行《中外广告文字创意设计的比较美学研究》是发掘人类文明宝库的一点尝试。通过《中外广告文字创意设计的比较美学研究》,受益匪浅,尤其是对中外广告文字的接触、吸收、消化、创造的过程后,深深体会到中国文字在其字“形”字“意”两方面所显现的审美性和表意性是其它国家文字无法替代的特性,广告的本质就是传达信息,信息的构成离不开“形”所包含的图文,(文字在信息传达中比图使用频率更高)信息的效果离不开“意”。文字在广告中的价值及广告文字创意对广告传播影响是非常重要的。广告中文字创意应该吸取各民族文字所含的深厚的文化精华,利用文字魅力,借鉴不同文字的文化优势,在各种类型的广告设计表现中发挥出文字的审美力量去引导受众。广告文字设计在广告中占据了重要的地位,除图形外,文字是广告中非常重要的要素,汉字在中国广告设计中几乎无所不在,本文通过中外广告文字创意设计的比较美学研究,更加确立中国汉字在广告设计中的地位,让汉字元素在现代媒介中这一古老的视觉符号再度符号化,在新的时代成为民族的象征,并焕发出新的生命力,使中国的广告设计走向世界。本论文之所以采用比较美学的研究方法,主要是从自身学习研究角度的选择考虑,并力图让论文的定位和写作特点从宏观上考虑,也使中国的广告设计师进一步认识到汉字的重要性,加强广告设计中文化内涵的设计,使广告作品更具文字魅力和民族特色,这就是广告创意设计中的求“异”,同时也借鉴中国文化的精华,吸收现代的外来文字设计元素在广告传播中的各自特色,以求文化的交流,这是为了求“同”。“异”是为了鹤立鸡群,为了创新;“同”是为了相互交流,求得共同的语言。这两者对我们人类的交流都很重要,尤其是中国广告中的文字如何吸取传统元素,增加现代汉字的文化内涵,使中国广告独具个性、独领风骚,这不仅事关中国的产品走向世界市场的成败问题,也是一个泱泱大国引领当代风骚的历史责任。中国广告应该代表中国,而中国的品牌树立与此休戚相关。本论文具有的创新点是:首次采用横向纵向比较,使文字设计在广告创意中的应用研究具有了深度和广度。历史的时空观使研究向纵深发展,不同国家的相互比较使横向呈现多维的空间和想象。第二,研究古老的汉字元素在今天的广告创意设计中如何再度符号化或再次符号化的问题,其实已经涉及到民族元素在今天的传承与发展,虽然艺术设计元素民族化的问题早已提出,但用于广告文字字体设计的中外比较美学研究还是不多见。第三,文中对于如何使民族元素在今天恰当运用的研究,即利用民族优势在广告文字设计中求“异”,又利用世界流行元素求“同”的思维方法,这是少有的,是个尝试,一般文章只取其一或“异”或“同”。这是一种较科学客观的研究方法。第四,对于中国广告设计教育或设计师的启迪意义,也是不可否认的。研究这个课题能对汉字在今天的广告设计中做许多反思,这无疑是有意义的。对于广告学的发展来讲,中国的广告是世界的一部分,中国广告中的汉字又是一种独有的元素,汉字所承载不仅是字的识别符号,是中华文化的浓缩,她在广告中的所有演绎都是新的生命力的延伸,也是对世界广告文化的贡献。广告是一种文化和商业的结合,两者相互影响,由此推动了社会的繁荣和发展。广告传播的不仅仅是商品信息,也是一种新的生活方式观念,这是广告设计者在二十一世纪的重任,也是一个炎黄子孙的责任。中外广告文字创意设计的比较美学研究的结论:中国汉字的独特的字形,本身就有意味,汉字的独特记号,有特别的美感和民族特色。字母是世界通行的文字元素,汉字是中国特有的文字,在广告其形意中各有特色。在世界无业界的时期,独特的汉字广告、商标会令人难忘,有利于促进贸易的发展。学习多种文化的精华,兼收并蓄,应用于中国的广告设计和教育中来,为形成“中国风格”的设计而努力!
[Abstract]:Chinese characters is the Chinese nation be handed down from age to age language symbols and precious cultural heritage of mankind, in the electronic computer is becoming more and more popular, still play a role in this study. Obvious to people Chinese characters of ancient texts, and the study of comparative aesthetics of Chinese and foreign advertisement < > text creative design is a attempt to discover the treasure of human civilization. Through the study of < > comparison of Chinese and foreign advertising creative design aesthetics, benefit, especially for Chinese and foreign advertising contact, absorption, digestion, the process of creating, deeply appreciate the aesthetic and expressive Chinese text appeared in the word "form" word "meaning" is the two characteristics of other countries cannot replace text and the essence of advertising is to convey information, information which cannot do without the "shape" contained in the text (text, picture more frequently used in information communication) the effect of information cannot do without "meaning" Influence of text in the ad and the value of advertising creative writing on advertising communication is very important. The text of creative advertising should be learned from each nationality character contains profound cultural essence, the charm of words referring to different characters and cultural superiority, in various types of advertising design in the play to the aesthetic power of words to guide the audience.
The advertisement design occupies an important position in advertising, in addition to graphics, text is an important factor in advertising, almost omnipresent in China Chinese characters in advertising design, this paper makes a comparative study of Chinese and foreign advertising creative design aesthetics, more established Chinese Chinese characters in the advertising design, let Chinese characters elements in modern media this ancient symbol of visual symbols again, become a national symbol in the new era, and full of new vitality, make the advertisement design China to the world.
This thesis adopts the research methods of comparative aesthetics, mainly study from the perspective of their own choice, and tries to make the positioning and writing characteristics from macroscopic view, the Chinese advertising designers further recognize the importance of strengthening the Chinese characters, advertising design in the cultural connotation, make the advertisement works more text the charm and ethnic characteristics, this is the advertisement creativity in design and "different", but also learn the essence of China culture, their respective characteristics of absorbing foreign words the modern design elements in advertising, in order to cultural exchanges, it is for the "same". The "difference" is to "innovation; in order to stand head and shoulders above others. The same is to communicate with each other, seek common language. The two exchanges are very important to us, especially how to Chinese advertising text in the traditional elements, increase the modern Chinese characters The China advertising culture connotation, unique personality, style, this is not only related to success or failure China products into the world market, is also a great country leading historical responsibility of contemporary flair. China advertising should represent China, and China branding associated with the joys and sorrows.
This paper has innovation is: first by vertical comparison, the application of character design in advertising creativity with the depth and breadth. The historical view of time and space research to develop in depth, the horizontal comparison between different countries as a multi-dimensional space and imagination. Second, the old Chinese characters elements in advertising creativity how to design today again or symbolic symbol again, actually has been related to ethnic elements in the inheritance and development of today, although the art design elements of nationalization problem has been put forward, but for the comparison of Chinese and foreign advertising word font design aesthetics research is still rare. Third, this paper on how to make the nation today, the proper use of elements in the study, namely the use of national advantage in advertising design and "different", and use the popular elements for "thinking method", this is rare It is an attempt. Generally, articles only take one or "difference" or "Tong". This is a more scientific and objective research method. Fourth, it is also undeniable for the Enlightenment of Chinese advertising design education or designer.
This research can do a lot of Chinese characters reflection in advertising design today, this is undoubtedly meaningful. For the development of advertising, China advertising is a part of the world, Chinese in advertising Chinese characters is a kind of unique elements, which is not only the symbol Chinese characters bearing the word, is concentrated Chinese culture, all her interpretation of advertisements are extended with new vitality, but also for the world advertising culture contribution. Advertising is a kind of cultural and business combination, mutual influence, thus promoting the prosperity and development of the society. Advertising is not only the product information, but also a kind of new life this is the way of ideas, advertising designers in twenty-first Century the task, but also a responsibility of all the children of the Yellow Emperor.
Comparison of Aesthetic Research on creative design of Chinese and foreign advertising text conclusion: China Chinese characters unique shape, itself has a unique meaning, Chinese characters have special mark, aesthetic and ethnic characteristics. Letters are text elements prevailing in the world, Chinese characters is Chinese unique text, in the form of advertising industry in each of the characteristics. The world of the period, the unique Chinese characters advertising, trademark will be memorable, is conducive to promote the development of trade. To learn the essence of culture, a variety of eclectic, applied to Chinese advertising design and education, and strive to form a "Chinese style" design!

【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

【引证文献】