探索召唤结构对广告图形设计的影响

发布时间：2018-03-20 22:09

本文选题：召唤结构　切入点：广告图形设计　出处：《中南民族大学》2011年硕士论文　论文类型：学位论文

【摘要】：召唤结构是接受美学中的一个重要理论,是由接受美学理论家沃尔夫冈?伊瑟尔提出的。沃尔夫冈·伊瑟尔认为,文本中的未定性和空白是召唤读者阅读的一种结构机制。也就是说,强调了未定性与空白是文本内在的结构,也是其自身的特点,也同时强调了读者对文本意义建构的重要性。通过对召唤结构理论的探索,发现与广告图形设计之间有着许许多多的暗合之处。本文试图把召唤结构的理论应用于广告图形设计中,一方面,我们可以换个新的角度审视广告图形设计,另一方面,通过对召唤结构的探索,可以运用召唤结构理论指导我们的广告图形设计,让消费者真正成为广告的主体。接受美学是一种方法论,它对其他门类的艺术研究也有积极的借鉴意义,作为一门综合性很强的新兴艺术学科,兼容与借鉴着其他艺术。其他的艺术也在影响着广告设计。本文探讨召唤结构对广告图形设计在创意、表现手法等方面的影响。美国广告大师大卫·奥格威曾经说过,只有好的点子才能吸引消费者的注意力,并让他们来买你的产品。“除非你有很好的点子,不然它就像快被黑暗吞噬的船只。”通过大量的考察发现,他的话得到了验证,可以说是至理名言。广告设计师针对商品、市场、消费者的实际情况,艺术性地阐释广告的主题。是否能提出卓尔不凡、与众不同的好点子、好创意是广告策略的成功与否的关键。能否最大程度地引起消费者的注意以及情感上的认可,进而激发起他们的购买欲望,是广告成功首要的和最关键的问题,也是唯一标准。站在所学专业方向的角度探讨召唤结构对广告图形设计的影响。通过分析国内外较为成功的案例,一步步深入剖析广告图形设计中的召唤性设计元素以及其表现形式等,试图探索出其中的视觉呈现的表达方式与原因,以及如何在广告图形设计中构成召唤性结构。本文分为六个章节,第一个章节主要阐述了国内外将各门学科应用到广告图形设计中的研究状况,以及召唤结构应用到图形相关艺术中的现状。第二个章节阐述了召唤结构与图形设计之间的联系,先简单的介绍了召唤结构的内涵和它的特征,然后着重论述了广告图形设计与召唤结构的共同点,是都以引起受众审美反应、创造受众需求为目的。本文的重点部分在第三、四、五章。第三章论述了探索召唤结构对广告图形设计的意义,充分利用召唤结构的开放性、建构性来创造出更多具有召唤结构的作品,丰富了设计师的创作手段。第四章第一节从空白与不确定性来论证广告图形设计中的召唤结构。第二节通过对广告图形中形、事、意与形、不同环境、事件、情景之间的联想体现召唤结构。第五章是将召唤结构理论应用到了广告图形设计中,在广告图形设计中从创意、思维、色彩三个方面来阐述,如何在广告图形设计中形成召唤结构。通过对接受美学中召唤结构理论的系统分析研究,以及召唤结构对广告图形设计的影响,从一个新的视角来探讨召唤结构对广告图形设计的影响,运用召唤结构的相关理论来指导我们的广告图形设计,这是本文探讨接受美学中召唤结构理论的目的所在。
[Abstract]:The calling structure is accepted as an important theory in aesthetics, is accepted by the aesthetic theorist Wolfgang Iser? Put forward. Wolfgang Iser believes that the indeterminacy and blank in the text is called a structural mechanism of readers. That is to say, emphasizes the indeterminacy and blank text internal structure, but also its own characteristics at the same time, also stressed the importance of readers to construct the meaning of the text. Through the exploration of the call structure theory, and found that advertising graphic design has many similarities. This article attempts to call structure theory is applied to advertising and graphic design, on the one hand, we can look for advertising graphic design in a new perspective on the other hand, through the call structure exploration, can use the calling structure theory to guide our advertising graphic design, so that consumers really become the subject of advertising. The aesthetics is a kind of methodology, but also has positive significance for other categories of art research, new art discipline as a highly comprehensive, compatible with reference to other art. Other art is also affecting the advertising design. This paper explores the calling structure of graphic design in advertising creativity, influence expression and other aspects.
American advertising guru David Ogilvie once said, only good ideas to attract the attention of consumers, and get them to buy your product. "Unless you have a very good idea, otherwise it is soon engulfed by darkness ships." through a lot of investigation found that his words have been verified, can be said to be the true saying advertising. The designer for commodity market, the actual situation of consumers, the art of interpretation of advertising theme. If you can put Thatcher out of the ordinary, good ideas, good creative advertising strategy is the key of success. To maximize the consumer's attention and emotional recognition, and arouse their desire to buy. The first and most successful advertising is the key problem, is also the only standard.
To investigate the effect of advertisement call station structure of graphic design in the major direction of view. Through the analysis of successful cases at home and abroad, a further analysis of advertising in graphic design called design elements and its form of expression, to explore the visual expression of the presentation and causes, and how to constitute the call the structure of graphic design in advertising.
This paper is divided into six chapters, the first chapter mainly elaborated the domestic and foreign various disciplines will be applied to the research on the status of advertisement in graphic design, and applied to the current call structure graphics related art. The second chapter explained between the calling structure and graphic design, first introduced the connotation of the call structure and its characteristics, then focuses on the common advertising graphic design and call structure, is to arouse the audience aesthetic response, create audience demand for the purpose. The key part of this paper in the third, fourth chapter, five. The third chapter explore the significance of call structure on advertising graphic design, make full use of the open call structure the construction to create more appealing structure works, enrich the designers creative means. The first section of the fourth chapter from the blank and uncertainty to demonstrate the graphic design in advertising Call structure. The second section through the advertising graphics, form, meaning and form, different environment, events, the scene between the Lenovo reflects the calling structure. The fifth chapter is the application of call structure theory to advertising and graphic design, graphic design in advertising from the creative thinking, three aspects to elaborate how to color. The formation of the calling structure of graphic design in advertising. Based on the analysis of the system to accept the calling structure theory of aesthetics, and the influence of the calling structure of advertising graphic design, from a new perspective to explore the influence of structure on call advertising graphic design, using the relevant theories of the calling structure to guide our advertising graphic design, the this paper is to explore the reception aesthetics in the call structure theory of purpose.

【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3

【参考文献】