数码影像对平面广告设计表现的视觉渗透

发布时间：2018-06-06 22:09

本文选题：数码影像 + 平面广告　；参考：《湖北工业大学》2010年硕士论文

【摘要】：伴随印刷技术、摄影技术、现代通信技术、计算机技术等的发展和数字化传播技术的推广,人与人之间的交流与沟通、信息的传播与更替已经进入“视觉化”和“图像化”时代,图像的应用范围已经明显超越语言文字,成为人们获取信息和交流思想的主要媒介。而与“视觉化”和“图像化”紧密相连的关键词之一就是“影像”。数码技术的问世,使得影像有了更加多元化的解读与想象的空间。影像的功能也不再局限于单纯意义上的记实,而是延伸到内在本体意念的传达与情感的表述,具备了设计、情感传达的整和能力。传统影像到数码影像的转换同时也改变了影像呈现的形式与意义,数码影像的多元特质造就了丰富的影像世界,使得影像文化的传播环境与现实的生活方式融为一体,改变和影响着人们对于影像意义的解读。在平面广告设计领域,数码影像给予视觉传达设计以最具体的呈现。其多样丰富的复合感觉,亦是最有影响力的传达方式。这些现象让我开始重新思考数字化背景下影像的本质和表现形式,特别是在平面广告设计中,数码影像所具备的设计整合能力与多元化的表现特质,将为平面广告设计带来一场怎样的视觉变革?基于这一前提,本文拟从数码影像视觉表现的角度去探讨平面广告设计发展的新空间、新思维。本文在分析了数码影像的特质与表现形式后,认为数码影像视觉效能的转变改写了传统视觉审美的范式,具备了设计和情感传达的整合能力,为二维平面广告设计提供了全新的创作表现空间,具有积极的指导意义。基于此,本文从平面广告设计的角度出发,归纳出以下几种切实可行的数码影像视觉渗透的表现型态：直接应用、解构重构、异质组合、共质替换、时空置换、变形夸张、拟人化,并结合实际的应用案例进行分析以辅佐论证。最后,从受众的角度对数码影像视觉渗透的认知进行了调查分析,结合相关数据统计验证了数码影像在平面广告设计表现中的应用空间还很大,值得进一步深入研究。我们期待,数码影像为我们带来二维平面中视觉盛宴。
[Abstract]:Along with the development of printing technology, photography technology, modern communication technology, computer technology and so on, and the promotion of digital communication technology, the communication and communication between people, The dissemination and replacement of information has entered the era of "visualization" and "visualization". The application scope of images has obviously exceeded the language and text, and has become the main medium for people to obtain information and exchange ideas. One of the key words closely related to "visualization" and "image" is "image". With the advent of digital technology, images have a more diversified interpretation and imagination space. The function of the image is no longer limited to the simple sense of reality, but extends to the internal Noumenon of the transmission of ideas and emotional expression, with the design, emotional communication of the integrity of the ability. The transformation from traditional image to digital image has also changed the form and significance of image presentation. The pluralistic characteristics of digital image have created a rich image world, which makes the communication environment of image culture and the real life style integrated into one. In the field of graphic advertising design, digital images give visual communication design the most concrete presentation. Its diverse and rich complex feelings, but also the most influential means of communication. These phenomena make me start to rethink the essence and form of image in the digital background, especially in the graphic advertising design, the design integration ability and the diversified performance characteristic of the digital image. What kind of visual change will be brought to the graphic advertising design? Based on this premise, this paper intends to discuss the new space and new thinking of the development of graphic advertising design from the angle of visual expression of digital image. It is considered that the transformation of visual efficiency of digital image rewrites the traditional visual aesthetic paradigm and has the ability of integrating design and emotional communication, which provides a new creative expression space for two-dimensional graphic advertising design and has positive guiding significance. Based on this, from the perspective of graphic advertising design, this paper concludes the following practical types of visual penetration of digital image: direct application, deconstruction and reconstruction, heterogeneous combination, homogeneity replacement, space-time replacement, deformation exaggeration, etc. Personification, and combined with the actual application of the case analysis to assist the argument. Finally, from the perspective of audience, this paper investigates and analyzes the visual penetration of digital image, and verifies that the application space of digital image in print advertising design is still very large, which is worthy of further study. We look forward to digital images for us to bring two-dimensional plane visual feast.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：TP391.7;J524.3

【参考文献】