图形的隐喻性及其在现代广告中的应用研究

发布时间：2018-03-03 21:47

本文选题：隐喻　切入点：图形隐喻性　出处：《西安美术学院》2012年硕士论文　论文类型：学位论文

【摘要】：图形在艺术设计中是一种信息传达的载体,当今,图形语言作为信息传达的重要工具,图形不仅能准确直观的传达信息,调动视觉积极性,还能通过含蓄、委婉、深刻、富有寓意性的语义影响受众的心理接受过程,其中图形的隐喻性发挥了重要作用。图形的隐喻性语言因其强烈的视觉冲击力和说服力,已成为图形创意的一种有效方法。隐喻作为一种修辞手法、一种认知方式、一种思维方法,是现代设计不可或缺的创作手段。本文以隐喻概念为切入点,主要从图形隐喻性设计和图形隐喻语言表达两方面入手,来探讨图形隐喻性在现代广告中的应用问题。首先回顾了前人对隐喻的研究概况,在参考中西方对隐喻理论研究基础上分析隐喻与图形设计的关系,其中探讨了图形的隐喻性设计概念、图形隐喻性生成过程以及隐喻图形的符号性、文化延展和情感性等。第二部通过理论与实例相结合阐述了图形隐喻语言表达问题,分别对图形隐喻语言表达的分类、认知发展模式以及特征进行了详细的分析,以期发掘出图形隐喻性的生成、认知规律及其语言优势,有助于设计师利用图形隐喻语言的优势提升对图形的设计能力,促进图形语义及信息在现代广告中的准确传达,为艺术设计的创作活动起到积极的推动作用。
[Abstract]:Graphics is a carrier of information transmission in art design. Nowadays, graphic language is an important tool for information communication. Graphics not only can convey information accurately and intuitively, but also can convey information accurately and directly, arouse visual enthusiasm, and through implication, euphemism and profundity. The metaphorical language of graphics plays an important role in the process of psychological acceptance of the audience, and the metaphorical language of graphics has strong visual impact and persuasiveness, and the metaphorical language of graphics plays an important role in the process of psychological acceptance of the audience. Metaphor, as a rhetorical device, a cognitive method and a way of thinking, is an indispensable means of modern design. Based on the concept of metaphor, this paper discusses the application of metaphorical figure in modern advertising from the aspects of graphic metaphorical design and graphic metaphorical language expression. Based on the study of metaphor theory in China and the West, this paper analyzes the relationship between metaphor and graphic design, and probes into the concept of metaphorical design of graphics, the process of metaphorical graphic generation and the symbolism of metaphorical graphics. The second part expounds the problem of graphic metaphorical language expression through the combination of theory and example, and analyzes the classification, cognitive development model and characteristics of graphic metaphor language expression in detail. The purpose of this paper is to find out the metaphorical generation of graphics, cognitive laws and linguistic advantages, which will help designers to use the advantages of graphic metaphor language to enhance their ability to design graphics, and to promote the accurate communication of graphics semantics and information in modern advertising. For the creation of art and design activities play a positive role.
【学位授予单位】：西安美术学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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