设计符号在招贴广告信息传播中的应用研究

发布时间：2018-06-27 06:24

本文选题：招贴广告 + 设计符号　；参考：《昆明理工大学》2007年硕士论文

【摘要】： 符号学是研究符号的一般理论的学科。符号学的方法目前已经应用到语言学、电影、戏剧、建筑、工业设计等多方面。将符号学方法引入招贴广告设计研究中，可引领其建设更为精确的设计话语体系，也将使其研究对象的认识更为深入。招贴广告属平面广告范畴，是平面广告设计中的重要表现形式之一，在公共广告媒介中占有很重要的位置。平面广告设计是把其中的元素如图形、色彩等看作设计符号，通过对其加工整合，以最理想方式呈现在受众面前，从而使得符号这一载体和传播信息的中介充分发挥本职作用，传情达意，实现广告的宣传目的。具体到招贴广告，其任务就是要准确的把信息转译成广告中的视觉符号，通过这些视觉符号传达出特定的信息，在短时间内发挥传达实效，以引起受众相应的行动反应。论文主要工作包括：首先阐述了符号学的一般原理，并概述了符号学的发展历程；介绍了国内外利用符号学方法研究广告及招贴广告的一些情况。接着分析了本课题研究领域中主要存在的问题：缺少以招贴广告为文本的符号学研究；分析策略单一；缺乏整体性把握。并在此基础上阐述了本文的研究内容、研究意义及论文的整体结构安排。研究了招贴广告信息传播中的符号消费及符号意义运作，表明受众对于招贴广告诉求物的消费行为具有物质消耗与符号占有、生理功能与意义功能这一内在结构；指出招贴广告是通过“双重言说”的作用，将广告文本体现的特定范围的价值、信仰和观念作用于受众的。重点分析了招贴广告符号在信息传播中的编码机制和解码机制。指出招贴广告要想具有冲击力和震撼力，首先要从“俗符号”入手，并以超越常规的编码方式来对符号加以组合，把符号用最陌生、最震撼的方式表达出来，初步讨论了招贴广告的深层编码机制：招贴广告总是能够令人联想到画面背后一段完整的叙事，构想出一个完整故事。利用“霍尔模式”研究受众对招贴广告的解码阶段，指出广告主会通过设计者有意识地利用“协商立场”、“对立码”等解码立场，使受众进行招贴广告符号意义的转换和误读。提出招贴广告在传播信息过程中所蕴涵的文化特质：体现时代文化观念的设计主题、融入本土文化的设计理念、传达文化价值指向的符号化图形。分析了招贴广告符号“能指—所指—意义”的三维构成系统，这是符号产生传达作用的基础。对不同类型招贴产生的语义传达方式有所讨论，运用案例分析了招贴符号设计信息语义传达整体过程，强调语境在招贴广告设计信息语义传达中的作用。招贴广告设计信息的语义传达正是通过视觉符号的作用，在对应统一的语境支持下得以实现。讨论了招贴广告语构类型，指出招贴广告属于外界依存型语构规则的符号系统，分析了招贴广告符号的横向组合关系、纵向聚合关系结构，指出招贴广告作为结构性整体，其结构形式就是从这两种方式展开，并且在这两个方向上能够无限地切分或深化。招贴广告符号系统的意义都是沿两个方向产生的。在横组合的方向上产生广告传达的逻辑意义；在纵聚合的方向上产生广告传达的联想、隐喻、象征意义。结合招贴案例讨论了招贴广告设计符号应遵循的平衡、节奏、韵律、对比等具体的语法法则，指出各种视觉符号依据招贴视觉语言所要表达的特定信息，按照一定的语法法则结合，相互联系，有机合理地构成诸多视觉语词秩序，就构成一个同一的整体——招贴设计文本。探讨了招贴广告设计中符号特性：认知性、审美性、求异性、针对性、多样性。由于招贴这一传播媒介的独有特征，使得招贴广告设计的视觉语言区别于其他平面设计。提出从语义符号组成关系上可把招贴广告符号分为两大层次：独立符号语义、组合符号语义。从招贴广告设计的内涵转变入手，分析了现代招贴广告设计内涵的转变对设计符号的选择产生的影响，，提出招贴广告设计过程中的三种基本符号操作方法：设计符号添加、设计符号结合、设计符号迭代；利用招贴广告设计实例结合前述理论对其设计过程进行详细分析，全面了解设计符号语汇、操作方法及其语构应用，了解这些因素对招贴信息的语义传达所起的重要作用。综上所述，论文主要以符号学的理论对招贴广告进行全新角度的分析，拓宽了符号学研究领域，有助于对招贴广告设计的理论指导。从招贴广告的符号层面入手，寻求广告符号系统在信息传播中的意义及带给受众的情感体验，可为寻求招贴广告发生效力的内在传播机制提供途径，给广告设计者以更多的创意启示，对招贴广告设计领域有一定的应用价值。
[Abstract]:Semiology is the subject of the general theory of research symbols . Semiotic approach has been applied to linguistics , film , drama , architecture , industrial design and so on .

The main work of the thesis is as follows :

Firstly , the general principles of semiology are expounded , and the development course of semisemiology is outlined .
This paper introduces some situations of advertising and poster advertisements at home and abroad using semiotic methods , and then analyzes the main problems in the research field of this subject : the lack of semiotic research with the advertisement as text ;
the analysis strategy is single ;
On the basis of this , the author expounds the contents , significance of the research and the whole structure arrangement of the paper .

This paper studies the symbolic consumption and symbolic significance of the advertising information dissemination , and shows that the audience ' s consumption behavior is the intrinsic structure of material consumption and symbol occupancy , physiological function and meaning function .
This paper points out that the advertisement is the function of " double words " , the value , belief and idea of the specific range embodied in the advertisement text are applied to the audience . The emphasis is to analyze the coding mechanism and the decoding mechanism of the advertisement symbol in the information transmission .

This paper analyzes the three - dimensional structure system of poster advertising symbol " can refer to - meaning " , which is the basis for the communication function of symbol generation . The semantic communication way of poster design information is discussed , and the role of context in the semantic communication of poster design information is emphasized . The semantic communication of poster design information is realized through the function of visual sign , which is supported by corresponding unified context support .

This paper discusses the type of poster advertising language , points out that the poster advertising belongs to the symbol system of the external dependent language structure rule , analyzes the horizontal combination relation and the longitudinal aggregation relation structure of the poster advertising symbol , points out that the poster advertisement is structured as a whole , the structure form of the poster advertising symbol is expanded in two directions , and the meaning of the poster advertising symbol system is generated in two directions .
This paper discusses the specific grammatical rules such as balance , rhythm , rhythm , contrast and so on in the direction of longitudinal polymerization , and points out that various visual symbols are based on the specific information to be expressed in the poster visual language .

This paper discusses the symbol characteristics of poster advertising design : cognition , aesthetics , anisotropy , pertinency and diversity , which makes the visual language of poster design different from other graphic design due to its unique characteristics .
In this paper , the design process of poster advertising is analyzed in detail with the theory of poster design , so as to get a thorough understanding of the design symbol vocabulary , the operation method and its structure application , and understand the important role of these factors in the semantic communication of poster information .

In conclusion , the thesis mainly focuses on the analysis of the new angle of poster advertising by semiotic theory , widens the research field of semiology , and helps to guide the theory of poster design . From the symbol level of poster advertising , the paper seeks the meaning of advertising symbol system in the information dissemination and the emotional experience to the audience . It can provide the way for seeking the intrinsic propagation mechanism of advertisement ' s effectiveness . It can provide the advertisement designer with more creative inspiration , and has certain application value in the field of poster design .
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.3

【引证文献】