视觉文化视阈下平面公益广告隐喻价值研究

发布时间：2018-03-27 08:47

本文选题：视觉文化　切入点：平面公益广告　出处：《上海师范大学》2017年硕士论文

【摘要】：公益广告作为社会文化传播的一种重要力量,虽然在我国起步较晚,但发展迅猛优秀作品层出不穷。作为文化信息传播形式之一,平面广告的呈现离不开受众的视觉审美需求,但令人“唇齿留香”的美不仅局限于视觉表面,更重要的是由内而外的意蕴。文化以视觉形式呈现是当今时代的趋势,图像化时代的到来,为我国平面公益广告带来新的契机和挑战。笔者认为,中国以自己独特的文化魅力,如“天人合一”的传统哲学思想、“知白当黑”的美学观念、“立象取意”的诗学文化,可最大限度提升平面公益广告画面中情感意境和文化内涵。平面广告属于静态广告,较之其他形式广告有更多的传播局限性,如缺乏听觉和画面连续性,为了克服这种局限性,设计者往往通过富有象征性和引导性的手段来设计画面,让视觉平面广告发出“呐喊”。本文主要从视觉文化角度出发,对平面公益广告中的传统哲学、美学、诗学隐喻价值进行深入分析,以“大学生广告艺术大赛”和“设计之都公益广告大赛”的获奖平面公益广告作品为典型案例,探究隐喻背后的文化根源及美的意义,并依托概念隐喻和格式塔心理学理论,对国内平面公益广告的隐喻特点及类型进行归纳整理,探讨其隐喻运行机制及文化价值,提出关于隐喻认知阈值把握、视觉流程遵从、本土化的“幽默解构”、互联网转型可能性等策略,力求做到真实客观的完整展现与理论结合实例的详实论述。本文共分为四个部分,首先是对隐喻、视觉文化、平面公益广告的概述:三者的定义及特点、视觉文化与平面公益广告的关系、平面公益广告与隐喻的关系;第二部分剖析隐喻之“隐”与中国传统哲学、美学和诗学中的“意象”有异曲同工之妙,并赋予隐喻以更浓烈的文化性价值;第三部分探讨国内平面广告作品中的隐喻运行机制:隐喻的判定、能指与所指判定、目标域与始源域判定,及国内公益平面广告呈现的隐喻特点及类型,分析调查问卷并提出隐喻认知阈值把控失调的问题;最后一部分根据隐喻与广告的局限性,从认知的角度提出隐喻阈值把控、视觉思维利用的方法,互联网思维转换的解决策略。
[Abstract]:Public service advertising as an important force in the social and cultural dissemination, although started late in China, but the rapid development of excellent works emerge in an endless stream. As one form of cultural communication, presentation cannot do without the audience's visual aesthetic needs of advertisement, but a "chewy" beauty is not limited to the visual surface, it is more important from the inside of the cultural implication. Visual representation is the trend of the times, the image of the era, brings new opportunities and challenges for Chinese print PSAs. The author believes that Chinese with their unique cultural charm, such as "harmony" traditional philosophy, "know the aesthetic concept of white when the black", "image" of the "Poetics of culture, can enhance the maximum print public service advertising screen emotional mood and cultural connotation. The plane advertisement belongs to static advertising, compared with other forms of advertising are more Many communication limitations, such as lack of auditory and visual continuity, in order to overcome this limitation, designers often through the symbolic and guiding means to design picture, let visual advertisement issued "scream". This article mainly from the perspective of visual culture, aesthetics on the plane in the ads, the traditional philosophy. The in-depth analysis of poetic metaphor value, with "advertising art competition" and "design of public service advertising." the award-winning graphic commonweal advertisement works as a typical case, explore the cultural roots behind the metaphor and aesthetic significance, and relying on the theory of conceptual metaphor and metaphor of Gestalt psychology, characteristics and types of domestic graphic commonweal advertisement collate and study the metaphorical mechanism and cultural value, put forward a cognitive metaphor threshold grasp visual process compliance, the localization of "humor deconstruction", Internet The possibility of network transformation strategy, and strive to achieve the real objective of the complete show examples of the detailed discussion combined with the theory. This paper is divided into four parts, the first is the metaphor, visual culture, an overview of graphic gongyi advertisement: the definition and characteristics of the three, the relationship between visual culture and public relations plane advertising, graphic commonweal advertisement the second part analysis and metaphor; metaphor of "Yin" and China traditional philosophy, aesthetics and Poetics of "image" have different approaches but equally satisfactory results, and give to the cultural value of metaphor more intense; the third part discusses the operation mechanism of metaphor of domestic plane advertising works: metaphor judgement, signifier and signified judgment the target domain and Siwon domain, determine the characteristics and types of metaphor and domestic public advertisement presentation, questionnaire analysis and put forward the threshold to control the cognitive metaphor disorders; the last part according to metaphor and wide The limitations of the notice, from the perspective of cognition, put forward the control of the metaphorical threshold, the method of using the visual thinking, and the solution of the Internet thinking transformation.

【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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