幽默广告的视觉语言研究

发布时间：2018-05-09 06:17

本文选题：幽默 + 幽默广告　；参考：《清华大学》2004年硕士论文

【摘要】：生活中少不了幽默。幽默是人们化解窘迫时的一份轻松、真诚、友善和宽容,是乐观地面对人生的态度。幽默是一种有文采、有品位的风趣,人们用它去抚慰心灵。广告中少不了幽默,幽默广告以其轻松、戏谑而让人发笑的艺术表现成为商品软销售、树立特有的品牌形象的重要手段之一,其本身也具有颇多的文化意味,与特定时代的大众文化融为了一体。幽默广告的视觉语言是广告表现中独特的艺术语言,它以生动的造型、鲜明的色彩、富有戏剧性的影像直观地表现着广告的诉求点,引发着人们趣味不同的笑。历史为我们展现了幽默广告视觉语言其形式与特征的多样与演化过程。对幽默广告视觉语言所显示的最具典型意义的四种类型特征——滑稽、讽刺、诙谐和怪诞的探讨,反映了幽默广告视觉语言在广告宣传与推广过程中的表现和规律。滑稽的视觉语言制造出显而易见的不协调的形象以及影视画面中人物活动的机械与僵硬感,让幽默广告具有吸引力、引人发出轻松的笑;讽刺型是一种带有坚定态度的冷嘲热讽,成为广告宣传富有煽动性的工具;诙谐寓庄于谐,严肃而认真的广告信息隐含在戏谑的视觉形式之中,让幽默的运用与产品信息的表达形成巧妙的关联;怪诞型给人带来的是滑稽可笑且丑恶可怕的触目惊心的视觉效果,它刺激了人们日益麻木的感官,引发的是深藏在人们心底的某种情绪的释放,成为当代语境下特殊的广告艺术语言,而那些有伤社会道德、有悖伦理的丑陋调侃却是理应受到批驳和排斥的。我们提倡的是滑稽、讽刺、诙谐和怪诞在广告创作中的适度把握与综合运用。一味的滑稽易陷入浅薄、油滑和低俗;过于隐含诙谐产生的晦涩,无益于高效率的沟通功能;片面的讽刺则形成尖刻、挖苦;过份的怪诞,会流于极度的丑陋、恐怖,将会引起社会的反感。对于设计者,生活的体验和感悟、良好的专业素质、高尚的审美品位、广泛的学识,才是创造生动亲和、富于情感、且睿智思辩、具有文化意韵的幽默广告艺术语言的基础。
[Abstract]:Humor is indispensable in life. Humor is a relaxed, sincere, friendly and tolerant attitude towards life. Humor is a witty, tasteful humor that people use to soothe their hearts. Humor is indispensable in advertisements. Humorous advertisements have become one of the important means of soft sale of commodities and the establishment of a unique brand image with their relaxed and playful artistic expression, and they also have quite a lot of cultural meanings. And the specific era of mass culture into one. The visual language of humorous advertisement is the unique artistic language in the advertising performance. It shows the demand point of the advertisement with vivid shape, bright color and dramatic image, and causes people to laugh with different interest. History shows us the variety and evolution of visual language of humorous advertising. This paper discusses the four kinds of typical features of visual language of humorous advertisement: funny, sarcastic, witty and grotesque, which reflect the expression and regularity of visual language of humorous advertisement in the process of advertising and promotion. The funny visual language creates the obvious uncoordinated image and the mechanical and rigid feeling of the characters' activities in the film and television picture, which makes the humorous advertisement attractive and easy to laugh at; Satire is a kind of cynicism with a firm attitude, and it has become an inflammatory tool of advertising; witty and humorous, serious and serious advertising information is hidden in a playful visual form. Let the use of humor be skillfully associated with the expression of product information; the grotesque has a funny and hideous visual effect that stimulates people's increasingly numb senses. What is triggered is the release of some emotion hidden in the heart of people, which becomes a special language of advertising art in the contemporary context. However, those ugly jokes which hurt social morality and are contrary to ethics should be criticized and rejected. What we advocate is the appropriate grasp and comprehensive application of antics, satire, humor and grotesque in advertisement creation. It is easy to fall into shallow, slippery and vulgar, too implied humor to produce obscurity, which is not conducive to efficient communication, one-sided satire forms acrimony, sarcasm, excessive grotesque, will flow to extreme ugliness, horror, Will cause social antipathy. For designers, the experience and perception of life, good professional quality, noble aesthetic taste and extensive knowledge are the basis of creating humorous advertising art language with vivid affinity, rich emotion, wise thinking and cultural meaning.
【学位授予单位】：清华大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：J524.3

【引证文献】