接受视野下的平面广告设计

发布时间：2018-07-08 09:49

本文选题：平面广告 + 设计　；参考：《西北师范大学》2008年硕士论文

【摘要】： 平面广告是一门以传播为价值的实用性设计艺术,长期以来对于它的研究多集中于造型要素的本体研究。随着哲学和美学思想的发展,艺术研究的视角从文本研究转向了读者研究。但这种研究却较少应用于平面广告设计这门以受众为中心的学科。因此,本文以“接受”这一视野整合接受美学、传播学、符号学、心理学的知识,从宏观角度阐述从接受的角度理解平面广告设计的重要性。论文首先分析了接受美学产生的背景及其自身的发展,它对其它学科的影响以及它的研究视角与本论文的关系。在主体部分,首先分析了从接受视野研究平面广告设计的意义,即使平面广告更具传播价值、能有效增强平面广告设计的针对性、增强设计师与受众之间的互动,促进平面广告设计水平的提高这三个方面。然后分析了平面广告接受和传播的特点,即视觉传播和接受的形象性、图像信息的模糊性、文字信息传递的直接性和对图像的辅助性、信息的说服性四个方面。最后指出从接受视野出发提高平面设计的策略,即充分了解受众的背景,了解平面广告作品意义的约定、依据接受瞬时性的特点,提高作品在瞬间抓住受众的能力、了解受众广告接受的完整心理过程、了解受众的差异性,建立分众观念四个方面。本文以接受视野来研究平面广告设计,其目的是使平面广告更具传播价值。但这个维度也只是一种视角,平面广告信息的编码、传播媒介等也是研究的重要方面,今后的研究还应该由宏观进入微观,实现从学科的借鉴到系统的整合。
[Abstract]:Print advertising is a practical design art with the value of communication. For a long time, the research on it has focused on the ontology of modeling elements. With the development of philosophy and aesthetics, the perspective of art research has shifted from text study to reader study. However, this kind of research is seldom applied to the subject of print advertising design. Therefore, this paper integrates the knowledge of reception aesthetics, communication, semiotics and psychology from the perspective of "acceptance", and expounds the importance of understanding print advertising design from the perspective of acceptance. This paper first analyzes the background of reception aesthetics and its own development, its impact on other disciplines and the relationship between its research perspective and this paper. In the main part, the author first analyzes the significance of studying graphic advertising design from the perspective of acceptance. Even if print advertising is more valuable for communication, it can effectively enhance the pertinence of print advertising design and enhance the interaction between designers and audiences. Promote the level of print advertising design to improve these three aspects. Then, the paper analyzes the characteristics of the acceptance and communication of print advertisement, namely, the image of visual communication and acceptance, the fuzziness of image information, the directness of text information transmission and the aiding to image, and the persuasion of information. Finally, the paper points out the strategy of improving graphic design from the perspective of acceptance, that is, to fully understand the background of the audience, to understand the agreement of the meaning of the print advertisement work, and to improve the ability of the work to grasp the audience in an instant according to the characteristics of accepting the instantaneous nature. Understand the complete psychological process of audience advertising acceptance, understand the difference of audience, establish the concept of focus four aspects. The purpose of this paper is to make print advertising more valuable. However, this dimension is only a visual angle, the coding of print advertising information, the media and so on are also important aspects of the research. The future research should be from macro to micro, from the subject to the integration of the system.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J524.3

【共引文献】