楚系“凤鸟书”广告符号价值研究

发布时间：2018-02-04 02:08

本文关键词： 广告符号凤鸟书广告文化性文字设计　出处：《湖北工业大学》2012年硕士论文　论文类型：学位论文

【摘要】：“凤鸟书”系春秋战国时期始创于楚的动物形装饰文字，在大篆的基础上加入鸟的轮廓或是头首四肢局部。后亦有“鸟、凤、龙、虫书”等杂书体在长江流域风行，后来其影响力甚至波及黄河流域。这种装饰性文字因为文字与图形的结合，曲线的过分蜿蜒萦绕造成了文字阅读信息上的阻碍，在战国末期随着楚国的被统一而走向衰亡。本文跨越千年的阻隔试图以符号学、设计艺术学、传播学为支点探讨这种独特的战国动物形装饰文字在现代广告中的符号价值。本文从设计价值、经济价值以及社会价值三个方面论证了其在广告传播中的重要性。其中重点落脚于设计角度，“凤鸟书”的造型方法和背后的设计思维有助于现代广告设计人员在从传统文化中汲取灵感,同时避免设计上视觉元素的“拿来主义”。楚族的凤鸟崇拜情结及巫文化构成了“凤鸟书”背后独特的地域民族性、趋吉避凶思想以及权利象征的符号意义，为现代广告设计提供了具有幽深内涵的符号形式；从经济角度，这种古代的装饰文字不仅具有良好的艺术欣赏性同时能通过设计手段使之为广告服务，给予企业符号支持的同时带来产品附加值的提升，其独特的文化内涵为楚地企业带来地域性特点的符号依托；从社会角度，企业在商业宣传中借鉴“凤鸟书”造型特点、利用符号文化象征意义的同时，广告的社会传播性也成为这种古老楚文字的传播载体，借以广告文化影响使得这种沉寂以久的文字能在现代社会得以复苏。最后本文通过对“凤鸟书”的解构拆分出篆体文字与装饰部件两大成分，运用对比法将“凤鸟书”、篆体、楷体进行对比分析，得到“凤鸟书”构型的主要特点：接近3：1的长宽比，文字整体呈长方形，区别于汉字方块形的特征；喜爱对直线进行曲线变化的笔画特征，有时出现直线与曲线结合的形态对曲线的艺术魅力最大化展示；动物形装饰部件的添加有时还伴随有笔画局部呈半圆形的强调装饰手法。在掌握以上“凤鸟书”构型特点的基础上，以“凤鸟书”创新设计为核心制作了民俗海报的探索性实践，其中设计的难点是如何克服原“凤鸟书”文字信息难以识读的缺陷同时保留其中楚风的神秘意蕴美，通过大量的设计尝试得出了以简体字形为文字模型，局部借鉴篆体笔画，，以及动物装饰形部件与文字合二为一的设计方法。为“凤鸟书”应用于现代广告设计做出了可行性的示范。
[Abstract]:"Phoenix Bird Book" is an animal-shaped decorative character originally created in the Spring and Autumn period and warring States period. On the basis of the big seal character, the outline of the bird or the part of the head and extremities are added. There are also "the bird, the Phoenix, the dragon". Wormwood "and other miscellaneous books popular in the Yangtze River Basin, later its influence even spread to the Yellow River Basin." this decorative text because of the combination of characters and graphics. The curve of excessive winding haunting caused the text reading information obstacles, in the late warring States with the unification of Chu and the decline. This article across a thousand years of barrier attempts to semiotics, design art. Communication as the fulcrum discusses the symbolic value of this unique warring States animal decorative characters in modern advertising. Economic value and social value demonstrate its importance in advertising communication, in which the focus is on the design perspective. The styling method of Phoenix Bird Book and the design thinking behind it are helpful for modern advertisement designers to draw inspiration from traditional culture and to avoid "taking advantage of visual elements" in design. The Phoenix bird worship complex and witchcraft culture of Chu nationality constitute the unique regional nationality behind Phoenix Bird Book, the symbol meaning of the thought of seeking good fortune and avoiding evil and the symbol of right symbol. It provides the symbol form with profound connotation for modern advertisement design. From the economic point of view, this ancient decorative text not only has a good appreciation of art, but also through design means to make it for advertising services, to give enterprise symbol support while bringing product added value. Its unique cultural connotation brings the symbol of regional characteristics to the enterprises in Chu area. From the social point of view, enterprises in the commercial propaganda for reference "Phoenix bird book" modeling characteristics, the use of symbolic cultural symbols at the same time, the social dissemination of advertising has also become the transmission carrier of this ancient Chu characters. With the influence of advertising culture, the silent text can be revived in modern society. Finally, through the deconstruction of "Phoenix Bird Book" split out the seal character and decorative parts of the two major components, the use of comparative method will be "Phoenix bird book", seal script, italics to carry out a comparative analysis. The main features of the configuration of Phoenix Bird Book are as follows: close to the aspect ratio of 3: 1, the character is rectangular as a whole, which is different from the character of Chinese character. Love to curve the curve of the characteristics of strokes, sometimes the combination of straight line and curve form of the art of the curve to maximize the charm of the display; The addition of animal decorative parts is sometimes accompanied by a semi-circular emphasis on decorative techniques. On the basis of mastering the above "Phoenix bird book" configuration characteristics. Based on the innovative design of "Phoenix Bird Book", the exploratory practice of making folklore posters has been made. One of the difficulties in design is how to overcome the original "Phoenix Bird Book" text information difficult to read the defects while retaining the mysterious meaning of Chu style beauty, through a large number of design attempts to obtain a simplified character for the text model. The design method of combining animal decorative parts with characters is used for local reference to illustrate the feasibility of the application of Phoenix Bird Book to modern advertising 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】：2012
【分类号】：J524.3

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