现代平面广告中的视觉形象传达研究

发布时间：2018-04-10 08:17

本文选题：现代广告　切入点：视觉形象　出处：《西南大学》2010年硕士论文

【摘要】： 平面广告是当下社会经济生活的重要组成部分,在促进商品流通中起着举足轻重的作用。如何让平面广告更好的服务于当下社会是我们每一个从事平面广告设计的设计师所迫切关注的事情。鉴于此,文章通过对平面广告在对受众态度转变中,其视觉形象所起到作用的研究后得出： 1、在当下眼球经济占主导的经济社会中,视觉形象在广告宣传中所起的作用已经不容置疑了,正确的使用视觉形象在进行广告表意时所起到的作用是十分巨大的,文章据此将探求如何最优效的实现平面广告视觉传达目的的方式； 2、文章将借鉴图像学的相关知识来对平面广告中使用的视觉形像进行谱系化研究,并藉此对平面广告中出现使用的视觉形象进行系统分类,分组研究,这样有利于对平面广告视觉形象在视觉传达中所起到的研究作出更加透彻的研究。 3、将现代平面广告中的视觉形象进行多学科的交汇研究,以此来实现将视觉符号从美学、美术和心理学的多学科视角来审视现代广告中的视觉形象,使其更好的实现其视觉传达的广告功效,这也是当前平面广告界对视觉图像研究的一种趋势,这种多学科的整合研究会更加科学的阐述出平面视觉图像在现代广告中所起到的作用。 4、文章对现代平面广告和视觉形象的研究后,更进一步的探求图像在现代平面广告中的应用,从使用的角度阐释图像的应用规律。
[Abstract]:Print advertising is an important part of social and economic life and plays an important role in promoting commodity circulation.How to make print advertising better serve the current society is an urgent concern for every designer engaged in print advertising design.In view of this, the article through the print advertising in the audience attitude change, its visual image play a role in the study of:1. In the current economic society dominated by eyeball economy, the role of visual image in advertising has been indisputable. The correct use of visual image plays a huge role in advertising ideas.Based on this, the article will explore how to achieve the best effect of the visual communication of print advertising purposes;2. The thesis will use the relevant knowledge of image science to study the visual image used in print advertisement, and then classify and group the visual image used in print advertisement.This is conducive to a more thorough study of the visual image of print advertising in visual communication.Thirdly, the visual image in modern print advertisement is studied in a multi-disciplinary way, so that the visual symbol can be viewed from the perspective of aesthetics, art and psychology to examine the visual image in the modern advertisement, so that the visual image of the modern advertisement can be viewed from the perspective of aesthetics, art and psychology.To make it better realize the advertising effect of visual communication, which is also a trend of the current research on visual images in the field of print advertising.This multidisciplinary integration study will more scientifically explain the role of plane vision images in modern advertising.4. After the study of modern print advertisement and visual image, this paper further explores the application of image in modern print advertisement, and explains the application law of image from the perspective of use.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J524.3

【引证文献】