平面广告之隐喻表现形式与图像符号应用研究
发布时间：2018-07-23 07:43
【摘要】： 现代社会,广告在人们日常生活中到处可见。作为传达商业信息的工具,其形式多种多样,对广告效果产生了直接影响。隐喻是广告常见的手法,隐喻虽然是出于修辞学中的名词,也在文学中被广泛使用,但隐喻的角色已不再是语言部分,它可以被视为是一种思想,一种行为,影响我们对外在事物的感知。运用隐喻的思考方式(类比联想法)可以引发受众深入思考、产生解读的乐趣以及抵制反驳论点的产生,隐喻是以意在言外的技巧吸引受众的注意力。一则好的隐喻式广告,会有较强的暗示性,能够使受众对隐喻讯息做出正确的解读。 本文通过对隐喻式广告的解析与研究,了解到要顺利理解隐喻式广告,人们必须借由图像符号中二领域之间的相似性推敲广告意欲传达的讯息,由此可知相似性扮演着关键性角色。为了解隐喻对设计创意激发的影响,本研究从创意思考的观点探讨隐喻理论在平面广告创意中的适用性及效果研究,寻求隐喻对设计创意激发之成效性,由此展开创意发想及样本制作。以“雅虎搜索”平面广告作为本研究创作之主轴,将理论作为本创作的参考与应用,实际将研究应用于平面广告的图像创作上,并进行作品的呈现与分析架构步骤说明。
[Abstract]:In modern society, advertisements are everywhere in people's daily lives. As a tool for conveying commercial information, its forms are varied and have a direct impact on the effect of advertising. Metaphor is a common technique in advertising. Although metaphor is a noun in rhetoric and is widely used in literature, the role of metaphor is no longer a linguistic part, it can be regarded as an idea and an act. Affect our perception of external things. The use of metaphorical thinking (analogous associative method) can arouse the audience's deep thinking, produce the fun of interpretation and resist the emergence of the argument of refutation. Metaphor is to attract the audience's attention by means of the technique of meaning in the unspoken language. A good metaphorical advertisement can make the audience interpret the metaphorical message correctly. Based on the analysis and study of metaphorical advertising, this paper finds out that in order to understand metaphorical advertising smoothly, people must use the similarity between the two fields of image symbols to refine the message conveyed by advertisements. This shows that similarity plays a key role. In order to understand the influence of metaphor on design creativity, this study explores the applicability and effect of metaphor theory in print advertising creativity from the perspective of creative thinking, and explores the effectiveness of metaphor on design creativity. From this to start creative ideas and sample production. This paper takes "Yahoo search" print advertisement as the main axis of this research creation, takes the theory as the reference and application of this creation, and practically applies the research to the graphic creation of the print advertisement, and explains the steps of presentation and analysis of the work.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
本文编号：2138687
[Abstract]:In modern society, advertisements are everywhere in people's daily lives. As a tool for conveying commercial information, its forms are varied and have a direct impact on the effect of advertising. Metaphor is a common technique in advertising. Although metaphor is a noun in rhetoric and is widely used in literature, the role of metaphor is no longer a linguistic part, it can be regarded as an idea and an act. Affect our perception of external things. The use of metaphorical thinking (analogous associative method) can arouse the audience's deep thinking, produce the fun of interpretation and resist the emergence of the argument of refutation. Metaphor is to attract the audience's attention by means of the technique of meaning in the unspoken language. A good metaphorical advertisement can make the audience interpret the metaphorical message correctly. Based on the analysis and study of metaphorical advertising, this paper finds out that in order to understand metaphorical advertising smoothly, people must use the similarity between the two fields of image symbols to refine the message conveyed by advertisements. This shows that similarity plays a key role. In order to understand the influence of metaphor on design creativity, this study explores the applicability and effect of metaphor theory in print advertising creativity from the perspective of creative thinking, and explores the effectiveness of metaphor on design creativity. From this to start creative ideas and sample production. This paper takes "Yahoo search" print advertisement as the main axis of this research creation, takes the theory as the reference and application of this creation, and practically applies the research to the graphic creation of the print advertisement, and explains the steps of presentation and analysis of the work.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
【引证文献】
相关期刊论文 前1条
1 邓小燕;;视觉诗歌中的“陌生化”语用策略[J];山西师大学报(社会科学版);2012年S3期
相关硕士学位论文 前5条
1 李方越;广告图文隐喻的认知研究[D];江南大学;2010年
2 安佳;中国元素在国际品牌平面广告中的运用研究[D];暨南大学;2010年
3 王岩;平面广告设计中异化经典形象图形创意研究[D];苏州大学;2010年
4 顾晗;现代图形设计中的隐喻研究[D];西安美术学院;2010年
5 陈楠;平面设计元素之图像语言生成研究[D];东北师范大学;2012年
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