广告视觉语言的传播研究

发布时间：2018-02-26 14:50

本文关键词： 视觉语言讯息传播媒介受众编码　出处：《河北大学》2007年硕士论文　论文类型：学位论文

【摘要】： 广告传播的讯息主要是以视觉形式存在的,在广告传播中占主导地位。广告的视觉传播是通过视觉语言与受众沟通的,广告视觉语言的表达清楚与否,会直接影响广告的传播效果。本文从广告视觉语言及其传播过程进行研究；然后对广告视觉语言传播的讯息、媒介及受众进行分析；最后综合前面的规律从传播者的角度,就广告视觉传播的各个环节视觉语言的编码方法,谈了自己的解决方法,以增强广告视觉语言传播的效果,提高传播质量。希望对广告设计人员有所帮助。
[Abstract]:The message transmitted by advertisement mainly exists in visual form and dominates in advertising communication. The visual communication of advertisement communicates with the audience through visual language, and the expression of visual language of advertisement is clear or not. This paper studies the advertising visual language and its communication process; then analyzes the message, media and audience of advertising visual language communication; finally synthesizes the former rules from the perspective of the communicator. This paper discusses the coding method of visual language in every link of advertising visual communication, and discusses its own solution in order to enhance the effect of advertising visual language communication and improve the communication quality. It is hoped that it will be helpful to the advertisement designers.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H15

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