服装平面广告图形的同构设计方法研究

发布时间：2018-04-17 21:23

本文选题：服装平面广告 + 图形　；参考：《浙江理工大学》2010年硕士论文

【摘要】： 随着经济的发展,企业竞争的愈发激烈,广告创意的需求日益增加。成功的广告离不开卓越的广告创意,有效的广告创意会给广告带来巨大的成效,除了能够达成广告的经济目标以外也会增加广告的社会效果,创造性的广告创意设计方法成为当代设计者所重视的课题之一。围绕这一现实意义,笔者的研究选择了服装平面广告这一研究载体,试图通过寻找、挖掘新的广告设计手法,实现对服装创意的提升。在图形创意设计表现中有一种引人引人注目的手法:同构。本文的研究尝试把同构的设计手法运用到服装广告图形创意中。本论文研究框架共分六部分: 第一章:绪论部分主要阐述了论文的研究背景、研究意义、研究方法,说明了撰写该文必要性和创新性。第二章:对同构概念的最初来源、引入到图形设计中的同构的内涵、意义,四种表现形式,并指出了在广告图形设计中同构设计的范畴是图形形象及图形所传达意义。第三章:基于第二章对同构设计范畴的分析,本章主要研究服装平面广告中的图形形象及图形所传达意义的来源。服装广告中图形形象主要是:品牌标志、人物形象、服装及其他等;服装平面广告图形意义的来源根据广告诉求点的不同主要有以下几种:以服装品牌为诉求点、以产品特性为诉求点、以产品促销为诉求点。在本章的最后一节中论证了服装平面广告图形同构设计的意义。第四章:本章节是论文的重点章节。首先论述了服装平面广告中同构设计的思维基础:联想和想象,其次,系统阐述了服装平面广告图形创意中同构设计的三步骤,最后用丰富的案例探讨了服装平面广告图形创意中形式同构、含义同构、形义同构的具体运用方法; 第五章:本章节是案例部分,以牛仔服装广告为案例进行同构设计的实证研究,以方法论为指导进行了一系列的案例创作; 第六章:对论文的总结及对后续研究的说明,同时也试图发现一些存在的问题,并提出思考。本文通过研究服装平面广告图形的同构设计方法,总结归纳了同构设计的一些具体运用方法,对提升服装广告图形创意水平,生动体现服装品牌的个性和产品特点,刺激消费者眼球并实现和消费者深层次的沟通,产生良好的广告效果具有可借鉴的价值。
[Abstract]:With the development of economy and the fierce competition of enterprises, the demand for advertising creativity is increasing day by day.Successful advertising can not be separated from excellent advertising creativity, effective advertising creativity will bring great results to advertising, in addition to achieving the economic objectives of advertising will also increase the social effects of advertising.Creative advertising creative design method has become one of the topics that contemporary designers attach importance to.Focusing on this practical significance, the author chooses the clothing flat advertising as the research carrier, trying to find and excavate new advertising design techniques to achieve the promotion of clothing creativity.In graphic creative design performance there is a striking technique: isomorphism.This paper tries to apply the isomorphic design method to the graphic creativity of clothing advertising.The research framework of this thesis is divided into six parts:Chapter one: the introduction part mainly elaborates the research background, the research significance, the research method, and explains the necessity and innovation of writing the paper.Chapter two: the original origin of the concept of isomorphism, the connotation, meaning and four forms of expression of isomorphism in graphic design are introduced, and it is pointed out that the category of isomorphism design in advertising graphic design is the graphic image and the meaning conveyed by graphics.Chapter three: based on the analysis of the category of isomorphic design in Chapter two, this chapter mainly studies the graphic image and the source of meaning conveyed by graphic in garment print advertising.The graphic image in clothing advertisement is mainly: brand logo, character image, clothing and so on, the origin of graphic meaning of garment print advertisement is mainly as follows according to the difference of advertisement appeal point: take clothing brand as appeal point,Take the product characteristic as the appeal point, take the product promotion as the appeal point.In the last section of this chapter, the meaning of graphic isomorphism design of garment print advertisement is demonstrated.Chapter four: this chapter is the key chapter of the thesis.This paper first discusses the thinking basis of the isomorphic design in garment advertising: association and imagination. Secondly, it systematically expounds the three steps of isomorphic design in graphic design of garment print advertising.At last, the paper discusses the concrete application methods of form isomorphism, meaning isomorphism, form meaning isomorphism in graphic creation of garment flat advertisement with rich cases.Chapter five: this chapter is a case study, with cowboy clothing advertising as a case study of isomorphism design, with methodology as the guide for a series of case creation;Chapter VI: the summary of the paper and the explanation of the follow-up research, and try to find some existing problems, and put forward some thoughts.By studying the isomorphism design method of garment graphic, this paper summarizes some concrete application methods of isomorphic design, which can improve the creative level of garment advertising graphics and vividly reflect the personality and product characteristics of clothing brand.Stimulating consumers' eyeballs and realizing deep communication with consumers, producing good advertising effects can be used for reference.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

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