美国商业性设计的广告符号学解读

发布时间：2018-06-13 07:48

本文选题：广告符号学 + 商业性设计　；参考：《湖南师范大学》2012年硕士论文

【摘要】：消费者对产品的符号价值的重视,早在20世纪早期的美国就已经开始了。那时的美国经济繁荣,现代主义、未来主义盛行,消费者不断追求新奇的产品以满足各自个性的需求。在这样的时代背景下,以形式主义为本质的商业性设计应运而生并蓬勃发展。而同时,商业性设计应用到产品生产之中后,更加刺激了人们对产品所代表的意义的追求。实际上,整个20世纪的美国设计史就是一部强调“形式第一,功能第二”的商业设计史,其核心则是20世纪中期围绕消费主义浪潮建立起的“有计划的商品废止制”。在高度发达的商品经济规律支配下,欧洲缘起的现代主义设计信条“形式追随功能”被美国商业设计的“形式追随市场”原则所取代。此时期,美国的消费呈现出显著的符号消费特点,而广告与商业性设计的合谋也推动着符号消费的热潮。本研究以鲍德里亚的符号消费理论作为主干,结合符号学、广告学、设计艺术学的理论,系统阐述了商业性设计中的符号生产机制,揭示商业性设计在消费社会中之于企业和市场的角色功能。同时,本研究将倡导“形式追随市场”的美国商业性设计视为消费社会环境中的主流设计取向,剖析了消费社会、设计市场的符号需求以及商业性设计三者之间的关联。并以“有计划的商品废止制度’为核心,配以20世纪中期美国汽车造型设计和广告设计的个案,剖析了商业性设计通过对符号的操纵实现其销售目的的过程。最后,本研究批判地反思了商业性设计可能对社会造成的负面影响,并探讨了设计作为一种社会建构力量,如何在商业化浪潮中保持自律以及对人文价值的关怀。
[Abstract]:Consumers value the symbolic value of products, as early as the early 20 th century, the United States has begun. At the time of America's boom, modernism, futurism, consumers were constantly pursuing novel products to meet their individual needs. Against this background, commercial design with formalism as its essence came into being and flourished. At the same time, the application of commercial design to product production has stimulated the pursuit of the meaning of the product. In fact, the history of American design in the whole 20th century is a history of commercial design which emphasizes "form first and function second", the core of which is the planned commodity abolition system built around the tide of consumerism in the middle of 20th century. Under the rule of highly developed commodity economy, the European tenet of modernist design "form following function" is replaced by the "form following market" principle of American commercial design. In this period, American consumption showed remarkable characteristics of symbol consumption, and the collusion of advertising and commercial design also promoted the upsurge of symbol consumption. Based on Baudrillard's symbolic consumption theory and the theory of semiotics, advertising and design art, this study systematically expounds the mechanism of symbol production in commercial design. To reveal the role of commercial design in the consumer society in the role of enterprises and markets. At the same time, this study regards the American commercial design which advocates "form following the market" as the mainstream design orientation in the consumer society environment, and analyzes the relationship among the consumer society, the symbolic demand of the design market and the commercial design. With the core of "planned Commodity abolition system" and the case of American automobile styling design and advertising design in the middle of 20th century, this paper analyzes the process of commercial design to achieve its sales purpose through the manipulation of symbols. Finally, this study critically reflects on the possible negative impact of commercial design on society, and discusses how to maintain self-discipline and concern for humanistic value in the wave of commercialization.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J53

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