平面设计符号的信息传达在广告表现中的应用研究

发布时间：2018-04-16 15:33

本文选题：符号 + 编码　；参考：《沈阳航空工业学院》2010年硕士论文

【摘要】：符号学的产生由来已久,作为生活中不可或缺的一个组成元素,符号的应用研究已经前所为有的渗透到生活中的各个领域,它的意义在于形式的简洁和内涵的深远,它是人类文明积淀的成果,而它的重要作用在这个大背景的经济环境中日益凸现出来,不管我们是否准备好,全球化的社会已经已经到来,传统社会的沟通法则和约定俗成的观念已经不能诠释今天这个新时代的意义,在这个全球化的大家庭里,沟通与合作变得日益频繁和重要,而平面设计符号正以它独有的以点代面的特殊功能体现出更多的意义与价值。从内因上看,新兴媒体的出现;消费群体的碎片化;消费动机的多元化,使得以往对平面设计符号的理论研究显得“先天不足”,基础理论已跟不上应用形式的变化,人们已不能满足表面形式美感与基础功能的诉求,而更多追求服务、品质、甚至社会归属感等附加价值。从外因上看,随着我国广告业的迅猛发展和人们审美意识的提高,商家特别是设计师越来越难以创造出打动人心,杰出的广告作品,这一现象固然有客观经济环境和人文环境改变所带来的影响,但更多与人们主观意识形态,时代背景,社会发展速度有关。本文力求打破以往研究广告应用、广告设计、广告表现力等方面单纯从审美形式法则的角度来分析的模式,而是在此基础上,从消费心理、情感体验、信息传达有效性等感性因素出发,较为深入的剖析平面设计符号与广告表现之间的关系,希望能够对提高广告设计水平提供一点有益的启示。
[Abstract]:Semiotics has a long history. As an indispensable element in life, the application of symbols has penetrated into all fields of life. Its significance lies in the simplicity of form and the far-reaching connotation.It is the result of the accumulation of human civilization, and its important role is increasingly evident in this economic environment, whether we are ready or not, a globalized society has arrived.The rules of communication and conventional concepts in traditional societies can no longer explain the significance of today's new era. In this globalized family, communication and cooperation have become increasingly frequent and important.And the graphic design symbol is showing more significance and value with its unique function of point-surrogate.From the internal cause, the emergence of new media, the fragmentation of consumer groups and the diversification of consumption motivation make the previous theoretical research on graphic design symbols "innate deficiency", and the basic theory can no longer keep up with the change of application form.People can no longer satisfy the demands of superficial aesthetic sense and basic function, and pursue more additional value such as service, quality, and even social sense of belonging.From an external perspective, with the rapid development of the advertising industry and the improvement of people's aesthetic consciousness, it is becoming increasingly difficult for businesses, especially designers, to create attractive and outstanding advertising works.Although this phenomenon has the influence brought by the change of objective economic environment and humanistic environment, it is more related to people's subjective ideology, the background of the times and the speed of social development.This paper tries to break the previous study of advertising application, advertising design, advertising performance and other aspects of purely from the perspective of the aesthetic form of analysis, but on this basis, from the consumer psychology, emotional experience,Based on the perceptual factors such as the effectiveness of information transmission, this paper deeply analyzes the relationship between graphic design symbols and advertising performance, hoping to provide some useful enlightenment to improve the level of advertising design.
【学位授予单位】：沈阳航空工业学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J524

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