改革开放以来中国广告设计发展研究

发布时间：2018-02-20 14:49

本文关键词： 改革开放广告设计发展　出处：《苏州大学》2014年博士论文　论文类型：学位论文

【摘要】：本文以改革开放至今为主要研究的时间段,以中国广告设计发展为核心,结合此间社会政治、经济、思想、文化、消费模式、审美风格、行业发展的变化等因素,对广告设计发展的动态演变过程进行研究,希望能藉此探寻中国广告设计的发展方向。第一章论述了社会变革影响广告设计的变化与兴衰。为了探寻改革开放以来广告设计高速发展的“前因”,本文开头回顾了20世纪初期“五四运动”后至改革开放初期广告设计发展基本状况。在这段历史时期内,中国社会的政治体制、经济制度都发生了极大的转变。社会变革也反映在广告设计中,广告设计经受了从兴盛到衰落,再到全面恢复的发展历程,其题材内容、表现形式、传播载体也随之产生变化。第二章研究了传统媒介发展推动广告设计的进步与提升。改革开放后电视、广播、报纸、杂志这四大传统媒介广告得以繁荣发展。广告作品中艺术形式的地位得到提升,高于对商品功能及特点的表述,广告设计也更加注重创意、表现、形态等方面的审美需求。除四大传统媒介广告之外,户外广告、直邮广告、POP广告、电影广告的设计也充分发挥了其媒介特色。第三章是关于新媒介兴起促进广告设计的变革与创新。20世纪90年代后期新媒介广告快速崛起,与传统媒介广告相比,在传播机制以及设计理念方面存在明显差异,种类繁多的新媒介广告也让广告的创意与表现形式更为丰富。情境体验是新媒体广告独有的优势与特色,也是新媒介广告设计的未来发展趋势。传统媒介广告由于近年来受到新媒介广告的强烈冲击也积极求变,发挥自身具备的内容优势与新媒介技术相结合,推出了新型电视媒介、电子报刊杂志等全新广告媒介。虽然这些媒介上的广告设计与其他新媒介广告相比,并没有太多特色,但是传统媒介与新媒介融合共生的未来发展趋势,为广告设计的提升创造了条件。第四章综述观念更新带来广告设计的繁荣与多元,剖析了广告行业迅猛发展的同时产生的一系列广告现象。改革开放带来思想解放和观念更新,也引发了社会文化、消费结构、审美风格的变迁。从整体上看,广告设计朝着繁荣、多元的方向发展。广告设计发展是一个动态演变过程,处于变化的社会环境中,广告设计也在不断调整、提升以适应市场需求。通过对改革开放以来我国广告设计活动的梳理可以得出这样的结论:广告设计的发展水平与经济环境紧密相连:商品经济的繁荣让广告活动日益频繁,并实现广告设计水平的提升;同样广告设计水平的提高也有力刺激了消费者的购买欲望,增强其购买力,从而带动经济的发展,形成良性循环。纵观改革开放以来我国广告设计发展状况,广告设计创意诉求点从最初站在企业推销角度的直陈式到如今以“消费者为中心”的设计理念,体现出社会文化、居民消费模式以及审美风格的变更;广告设计从文字到图像,再到立体形态以及动态化、超链接等表现形式,是广告从二维平面到三维空间,再到多维空间的拓展;传统媒介在改革开放后的广告设计发展中起到了强有力的推动作用,新媒介的强势兴起对其造成一定冲击,但是两者的共生与融合是广告设计与传播发展的未来趋势。
[Abstract]:Based on the time period since the reform and opening up as the main research, to Chinese advertising design and development as the core, combined with the social politics, economy, ideology, culture, consumption patterns, aesthetic style, the development of the industry changes and other factors, to research the dynamic evolution process of advertising design, hope to explore the development direction of Chinese advertising design the first chapter discusses the influence of social change and the rise and fall of advertising design. In order to explore the advertising design since the reform and opening up the rapid development of the "cause", this paper begins with a review of the early twentieth Century "the May 4th Movement" after the reform and opening up to the basic situation of the development of advertising design. In this period, China social political system. The economic system has undergone great changes. Social change is also reflected in the advertising design, advertising design experienced from prosperity to decline, and then to the full recovery. The development of the theme, content, form, communication carriers were changed. The second chapter studies the development and promotion of traditional media to promote the progress of advertising design. After the reform and opening up of television, radio, newspapers, magazines of the four traditional media advertising flourished. Advertisement art form in position has been improved, higher than the commodity function and characteristics of the formulation, but also pay more attention to the creative advertising design, performance, and other aspects of the aesthetic demand form. In addition to the four traditional media advertising, outdoor advertising, direct mail advertising, POP advertising design, advertising films also give full play to the characteristics of the media. The third chapter is about the rise of new media to promote the advertisement design the reform and innovation of the.20 century in late 90s, the rapid rise of new media advertising, compared with the traditional media advertising, there are significant differences in the transmission mechanism as well as the design concept, a variety of new media Media advertising also allows creative and expressive form of advertising is more abundant. Situational experience advantages and characteristics of new media advertising is unique, is the future development trend of new media advertising design. Due to the strong impact of traditional media advertising in recent years by the new media advertising is also actively change, play their own advantages and contents of new media technology the combination of a new type of TV media, electronic newspapers and magazines such as new advertising media. Although these media advertising design and other new media advertising, and not too many features, the future development trend of traditional media and new media integration of symbiotic but to create the conditions for the advertising design improvement. The fourth chapter reviews the concept update bring the advertisement design of prosperity and diversity, analyzes a series of advertising phenomenon and advertising industry rapid development. The reform and opening up and the concept of ideological emancipation The new, also causes social culture, consumption structure, changes of the aesthetic style. On the whole, the advertisement design towards prosperity, multi direction. The development of advertising design is a dynamic process of evolution, changes in social environment, advertising design is also in constant adjustment, upgrade to meet market demand through. Since the reform and opening up of China's advertising design review activities can be concluded: environmental and economic development level of advertising design are closely linked: the prosperity of commodity economy makes advertising activities have become increasingly frequent, and realize the upgrading of the level of advertising design; the same advertising design standards also effectively stimulate the desire of consumers to buy, to increase the the force, which led to the development of economy, forming a virtuous circle. The development status of advertising design in our country since the reform and opening up, advertising appeals from the first station in the enterprise marketing perspective The narrative now to the design concept of "consumer centric", which reflects the social culture, consumption patterns and aesthetic style change; advertising design to the image from the text, and then to the solid form and dynamic, hyperlinks and other forms of advertising to the three-dimensional space from Er Weiping, and then to expand the multidimensional space the traditional media advertising design; in the development after the reform and opening up has played a strong role in promoting, a strong rise of new media have a certain impact on its, but both symbiosis and integration is the future trend of advertisement design and communication development.

【学位授予单位】：苏州大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F713.8

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