转换与融合：20世纪平面广告设计观念与形态的历史演进

发布时间：2018-03-01 05:00

本文关键词： 二十世纪平面广告设计商业与艺术转换与融合　出处：《武汉大学》2012年博士论文　论文类型：学位论文

【摘要】：在20世纪平面广告设计的发展中,商业与艺术这两大属性的主导作用不断地发生着转换与融合,这种转换与融合可以说是平面广告演进与变化的本质规律,不仅推动了平面广告设计自身的快速发展,而且还进一步明确了广告的本质功能。平面广告设计观念及形态的发展是一个不断演进变化的过程,在某一特定时期,在商业性与艺术性的博弈中往往会出现某一方占主导地位,从而形成态势的转换,但两者却从未彻底分离。这些发展出来的新观念新形态对之前的观念和设计形态并不是彻底否定,而是有某种程度上的交融。这也是本文探讨的主题——平面广告的设计观念与形态在商业性与艺术性的博弈过程中如何走向转换、融合。本文以商业与艺术的双重视角,从市场经济、科学技术发展水平以及广告产业的自身发展等方面对平面广告设计进行了多重维度的检视,并对20世纪平面广告设计观念及形态的发展演变作了历史性考察,划分出几个主要发展阶段,并对分期依据进行了阐述。 19世纪末20世纪初期是平面广告设计的“艺术至上”时期。此时的广告利用唯美花哨的艺术形式起到的“广而告之”的宣传作用。平面广告“艺术至上”产生的原因是多方面的：市场经济的快速发展,生产力极大提高导致商品供不应求、彩色印刷技术发展,广告设计几乎全由画家兼职,对广告传播效果的“无所不能”的错误认识等。由此“艺术至上”广告风靡一时。但它也暴露了这一时期平面广告设计的致命弱点：忽略了广告的最终目的——促进销售。 20世纪20年代以后至二战结束,平面广告设计实现了“艺术至上”向“功能主义”的转变。第一次世界经济危机爆发后,消费者的购买力下降,生产过剩,大量商品被积压。人们意识到了商品推销的重要性。二战后,世界经济复苏,商品日益丰盛,市场竞争日益加剧,商品的同质化现象严重。市场格局由卖方市场向买方市场转化。人们对广告的认识也由“无所不能”向“有所不能”转变。而“艺术至上”广告难以体现出产品的特点、优势及与竞争对手的区别。此时广告大师们开始把注意力投注到如何推销产品上。他们围绕产品的推销提出了一系列广告理论,指出广告的设计形式必须服从功能,引导广告设计由唯美转向商业诉求。与此同时,现代艺术的诞生,其抽象、简洁的形式也影响了平面广告的表现形态。至此“功能主义”开始占据主流地位。 20世纪50至70年代,是平面广告设计“艺术”与“功能”融合时期。二战以后,欧美各国经济发展迅猛,市场呈现出供过于求的现象,市场竞争加剧。消费者的需求成为主导,真正意义上的买方市场形成。由于“功能主义”广告设计风格过多地强调功能性诉求,千篇一律的几何造型,不仅缺少个性,还漠视了人的视觉和心理感受,疏离了趣味性和愉悦性,给人一种机械之感。模式化、标准化的广告作品难以突出商品之间微小的差异,很难再吸引消费者的注意。此时的广告设计必须以全新的面貌、更加富于视觉欢娱的形态才能博得消费者的青睐。在此背景之下,美国广告界提出了广告“创意”理论,即从商业功能诉求走向艺术与商业的融合,即创意——用艺术的表达方式去巧妙地实现商业目的。平面广告开始探求以创意为导向,注重消费者感受的新型广告发展模式,即在广告形态上寻求更好的表达方式。 20世纪80年代的国际市场出现多元化发展的趋势,互联网及便利的交通,缩小了人们之间的空间距离,各种文化、思想的交融成为必然,尤其是后现代主义思潮倡导从历史传统、本土文化或现代文化中吸取营养,从现代社会思想及文化发展中寻找灵感,它强调装饰性、娱乐性,主张回归历史。在广告理论上也有进一步发展,尤其是整合营销传播理论的提出。这些因素到对平面广告设计观念及形态影响巨大,使平面广告设计走上多元化的发展道路,主张满足消费者心理需求,以回归装饰的手法来达到丰富视觉感受的目的。 20世纪平面广告在设计理念与形态上不断寻求转变,从世纪初的艺术至上注重艺术表现,到功能主义的高度简洁,到创意时代再到逐渐回归多元与融合注重装饰。这个转变在世纪末体现了一种回归。这种回归不是简单机械的重复,而是在不断调整、不断完善中的更高层次的回归。 20世纪的平面广告的发展演变就是商业与艺术的主导作用不断博弈、转换与融合的过程。在未来的发展中,不管平面广告设计如何变化,其商业与艺术属性不会改变,艺术始终为商业服务,而平面广告设计风格也将会越来越淳朴、自然,逐渐退去浓厚的商业痕迹而体现出广告本身的真率与质朴。
[Abstract]:In twentieth Century the development of graphic design, the leading role of the art and business of the two attributes of constantly undergoing conversion and integration, this conversion and integration can be said to be the essence of plane advertisement evolution and change, not only to promote the rapid development of graphic design itself, but also to further clarify the essential function of advertising.
The development of graphic design concept and morphology is an evolving process of change in a particular period, in the game between commercial and artistic often occur in a dominant position, thus forming a trend of conversion, but the two are never completely separated. The development of the new concept of the new form prior to the concept and design form is not completely negative, but blend to some degree. The design concept and form which is the theme of the thesis: plane advertisement in the process of the game business and art of how to convert the fusion.
Based on the double perspective of business and art, from the aspects of market economy, the development level of science and technology and the development of the advertising industry itself to inspect the multiple dimensions of plane advertisement design, and development of the twentieth Century plane advertisement design ideas and forms of the evolution of the historical study, divided into several stages, and the stage on the basis of are discussed.
At the end of nineteenth Century early twentieth Century is the plane advertisement design art first "period. At this time the advertisement publicity with aesthetic fancy art form to" advertised "advertisement." art is supreme "the reasons are in many aspects: the rapid development of market economy, productivity has increased the supply of goods, the development of color printing technology, almost all advertising design by artist part-time, advertisement dissemination effect of" equal to anything "wrong understanding. The" art is supreme ". Advertising become fashionable for a time but it also exposed the fatal weakness of this period flat surface advertisement design: ignore the ultimate aim of advertising to promote sales.
After 1920s to the end of World War II, plane advertisement design and the transformation of "the supremacy of art" to "functionalism". The first world economic crisis, declining consumer purchasing power, production overcapacity, a large number of goods are overstocked. People realized the importance of selling goods. After World War II, the world economic recovery, increasing commodity abundance, increasing market competition, homogenization phenomenon is serious. The goods market from seller's market to buyer's market transformation. Understanding of advertising has changed from "equal to anything" to "can't do". "Art is supreme" advertising is difficult to reflect the characteristics of the product, strengths and differences with competitors. The advertising guru they began to turn their attention to how to sell betting products. They focus on product marketing and put forward a series of advertising theory, points out that the design must take the form of advertising from power It can guide the advertising design from Aestheticism to business appeal. Meanwhile, the abstract and concise form of modern art has also affected the form of print advertisement. So "functionalism" has been playing the leading role.
From twentieth Century 50 to 70s, graphic design is "art" and "function" of the integration period. After the Second World War, Europe and the United States market showing a rapid economic development, the phenomenon of pile up in excess of requirement of market competition, consumer demand becomes dominant, the real buyer's market formed. Because of the "functionalism" advertising design style too much emphasize the functional demands, geometric modeling stereotyped, not only lack of personality, also ignore people's visual and psychological feelings, the alienation of the fun and pleasure, give a person a kind of mechanical sense. Standardization, standardization of advertising works difficult to highlight the small differences between commodities, it is very difficult to attract the attention of consumers advertising. The design must be based on a new look, with more pleasant visual form to win the favor of consumers. Under this background, the United States proposed advertising advertising "creative" Theory, from the commercial function of demand towards the fusion of art and commerce, creative by way of artistic expression to skillfully achieve business objectives. Plane advertisement began to explore creative oriented, focusing on consumer experience new advertising development model, that is to seek a better way of expression in the form of advertising.
The diversified development trend of the international market in 1980s, the Internet and convenient traffic, narrowing the distance from the space between people, cultures and ideas blend become inevitable, especially the postmodernism advocates from the historical tradition, absorb local culture or modern culture, seek inspiration from modern social thought and cultural development. It emphasizes the decoration, entertainment, advocate a return to history. Further development in advertising theory, especially the theory of integrated marketing communication. These factors to the plane advertisement design concept and form the huge influence, the plane advertisement design on the diversified development, should meet the psychological needs of consumers, to return to decoration the methods to achieve the rich visual experience.
In twentieth Century continue to seek changes in the plane advertisement design concept and form, from the beginning of the century the art first focus on artistic expression, to functionalism concise, to the creative era to gradually return of pay attention to the decoration. This change reflects a return at the end of the century. This return is not a simple mechanical repetition, but in continue to adjust, continuous improvement of the higher level of return.
The game continued leading role development in twentieth Century is the commercial advertisement and art, process transformation and fusion. In the future, no matter how the plane advertisement design changes, the commercial and artistic attribute will not change, art is always commercial service, and the advertisement design style will be more and more simple, natural, gradually from strong commercial traces and advertising reflect itself sincere and simple.

【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：J53

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