当代中国平面广告中的图文关系研究

发布时间：2018-04-30 17:53

本文选题：当代中国 + 传统图文元素　；参考：《云南大学》2016年硕士论文

【摘要】：平面广告属视觉传达设计范畴,是广告设计中最大众化的媒介形式,其通常由两种传播介质组成：一种为图像,一种为文字。文字是信息传达的视觉功能,具有清晰可辩的标识性及识别功能,而图像则是构成设计版面的第一视觉要素,它利用视觉艺术手段来塑造并传达商品信息,是整个广告的生命所在。大数据背景下,平面广告呈多样化发展趋势,日益丰富了人们的精神需求和物质文化需要。本文的一大亮点便是将中国传统图文元素运用到现代平面广告中,该研究不仅体现了新时期中华民族的文化观念,还传承了优秀的民族文化,为平面广告奠定了深厚的人文色彩基础。此外,笔者将具有中国传统文化特性的图文元素创造性的应用在现代平面广告中,一是为了更好的弘扬我国优秀的传统文化；二是为了将带有我们中国特色的创新型广告更好的展示在国际交流的舞台上。鉴于此,笔者结合中国书法、中国成语、中国山水花鸟画及中国民间图饰等元素,以图文并茂的方式详细阐述其在我国当代平面广告设计中的应用。本文一方面以中国美术史上的语图关系为理论支撑,系统的梳理了各个时期“语-图”的演变过程,为今后传媒时代的语图关系奠定了强有力的科学依据和理论基础。另一方面以中国古代广告业的发展为视角,概述了图像和文字在不同阶段的不同形态及内在关系。全文共分为四个章节,第一章阐述了图像与文字从古代到现代的历史演进；第二章阐明了现代平面广告中图像与文字的关系；第三章引用了大量含有中国传统图文元素的经典广告案例,并对其加以剖析；第四章则是对如何推广平面广告中的图文关系设计而提出的两点建议。
[Abstract]:Graphic advertising belongs to the category of visual communication design and is the most popular medium in advertising design. It usually consists of two kinds of media: one is image and the other is text. Text is the visual function of information communication, and it has distinct and identifiable function. Image is the first visual element of design layout, and it uses visual art to shape and convey commodity information. It is the life of the whole advertisement. Under the background of big data, print advertisement has diversified development trend, which has enriched people's spiritual and material cultural needs day by day. One of the highlights of this paper is the application of Chinese traditional graphic elements to modern print advertising. This study not only embodies the cultural concept of the Chinese nation in the new era, but also inherits excellent national culture. For print advertising laid a deep foundation of human color. In addition, the author will have the Chinese traditional cultural characteristics of the creative application of graphic elements in the modern print advertising, one is to better carry forward China's excellent traditional culture; The second is to better display innovative advertising with our Chinese characteristics on the stage of international communication. In view of this, the author combines the elements of Chinese calligraphy, Chinese idioms, Chinese landscape flowers and birds paintings and Chinese folk pictures and ornaments to elaborate in detail their application in the contemporary graphic advertising design of our country. On the one hand, on the one hand, based on the relationship between language and picture in the history of Chinese art, this paper systematically combs the evolution process of "language and picture" in each period, and lays a strong scientific basis and theoretical foundation for the relationship between language and picture in the future media era. On the other hand, from the perspective of the development of advertising industry in ancient China, this paper summarizes the different forms and internal relations of images and characters in different stages. The thesis is divided into four chapters: the first chapter expounds the historical evolution of images and characters from ancient times to modern times, the second chapter clarifies the relationship between images and characters in modern print advertising. The third chapter cites a large number of classical advertising cases with Chinese traditional graphic elements and analyzes them, and the fourth chapter gives two suggestions on how to promote the graphic and textual relationship design in print advertising.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J524.3

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