论广告视觉语言的诗性体现

发布时间：2018-03-25 12:13

本文选题：诗　切入点：诗性　出处：《内蒙古师范大学》2008年硕士论文

【摘要】： 任何被喻为美好的事物总是富含诗意,“不仅纯文学是诗,一切艺术都可以叫做诗。一切艺术到精妙处都必有诗的境界。”[1]广告作为一门综合艺术,其创作过程和视觉语言的构建也体现出了如同诗歌般的特质,诗歌艺术所积累的表现手法和经典意象,都是今日广告创意开掘不尽的源泉。笔者立足于广告艺术性的角度,首先结合20世纪60年代在欧洲和美国平面设计发展中形成的“观念形象设计流派”的产生背景及设计内涵,分析了欧洲“视觉诗人”们的设计思想及视觉语言的构建规律,而后,就目前广告视觉语言的诗性体现提出了自己的观点及见解。笔者认为现代广告视觉语言的诗性体现在以下五个方面: 一、首先,体现在广告设计师的艺术创作动机上,即在进行广告创意时如同诗人撰写诗歌一样,在版面设计和观念表达上充满了对视觉元素的流畅和自由运用。二、广告的语言文字或引用诗词佳句,或化用诗歌中惯用的修辞手法来进行撰写。广告的语言文字具有诗歌般凝练性、跳跃性、听觉化的特征。三、广告视觉语言的诗意构建借助于色彩情感性象征力的表达、文字的图形化处理、光影、空间艺术对指称对象的塑造以及环境氛围的衬托来营造,从而使广告充满了隐喻的图形要素、视觉的双关谐语和幻象。拼贴是诗性广告具具典型的构图方法,视觉元素最为突出的版面排列形式节奏与韵律与诗歌具有相似的艺术特质。四、现代广告作品具有诗歌般哲理、怪诞、陶醉、趣味性的意味。五、中国诗歌的美学思想影响下的本土广告作品独具形简意禅的东方审美特色。
[Abstract]:Anything that is said to be beautiful is always poetic. "not only pure literature is poetry, all art can be called poetry. All art must have a poetic realm." [1] Advertising is a comprehensive art. The process of creation and the construction of visual language also reflect the characteristics of poetry. The techniques of expression and classical images accumulated by the art of poetry are the inexhaustible source of advertising creativity today, and the author is based on the angle of advertising artistry. First of all, combining with the background and connotation of the "idea image design school" formed in the development of graphic design in Europe and America in the 1960s, this paper analyzes the design ideas and the rules of the construction of visual language of the European "visual poets". Then, the author puts forward his own views and opinions on the poetic embodiment of the visual language of advertising. The author thinks that the poetic nature of the visual language of modern advertising is embodied in the following five aspects:. First of all, it is reflected in the artistic motive of the advertisement designer, that is, the advertisement originality is like the poet writing poetry, the layout design and the idea expression are full of fluency and free use of the visual elements. Second, the language and characters of the advertisement are written with the good sentences of poems or with the usual rhetorical devices in poetry. The language and characters of advertisements have the characteristics of poetic condensing, jumping and hearing. Thirdly, the poetic construction of advertising visual language is based on the expression of color affective symbolism, the graphic processing of words, the light and shadow, the creation of space art to the reference object and the setting of the environment atmosphere. Thus, advertisements are filled with metaphorical graphic elements, visual puns and illusions. Collage is a typical composition method of poetic advertisements. The most prominent visual elements of the layout of the rhythm and rhythm and poetry have similar artistic characteristics. Fourth, modern advertising works have poetic philosophy, grotesque, intoxicated, interesting meaning. Fifth, the local advertising works under the influence of the aesthetic thought of Chinese poetry have unique oriental aesthetic characteristics.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J524.3

【引证文献】