平面广告中的女性符号及文化意义
发布时间：2018-07-26 18:28
【摘要】： 不同的时代文化背景,有不同的价值观念,就会相应有不同的审美观念,不同的社会审美心理需求变化就会塑造不同女性符号。选择“女性符号”这个课题,除了自身的兴趣和性别优势外,庞大的女性群体的崛起,女性意识的不断增强,女权主义思想逐步深入人心,女性在社会活动中的地位和成就,促使女性开始去面对自己的内心需求,从内心建立起一种自信,这给广告带来巨大震撼,广告开始针对女性为主体进行诉求,坦诚表露女性真实的情感需求和内心感受。本文从月份牌海报中的摩登女郎到文革时期宣传画中的铁姑娘再到当代平面广告中的多元化女性符号,探讨中国不同时代平面广告的社会背景和社会意识形态、价值观念、审美观念、受众需求等方面的发展变化,对中国不同时期平面广告中的女性符号的表现形式、表现内容的影响。从不同的艺术形式和艺术流派、不同时期的设计理念的变化都对平面广告中女性符号创意表现有影响,提高平面广告设计中女性符号的表现力度,审美内涵。从符号学的研究角度,以一种新的视角,新的角度去看待平面广告设计中的女性符号,在寻求新的表现形式,并探讨现代平面广告中女性符号如何与广告去和谐发展,为丰富平面广告设计中女性符号表现形式做出自己的贡献。平面广告中女性符号应该以健康的、积极的、具有美感的形象出现在公众面前,表现女性的自尊、自信、独立的精神面貌,表现富有活力、异彩纷呈的女性形象。对于在平面广告中运用女性符号,应取积极而又审慎的态度,需要注意女性符号的能指与所指的关系,外在与内涵的关系,处理好女性符号表达的合理性和有效性,在设计实践中注意女性符号应用中“度”的表达与把握。广告反映着时代的变化,广告中的女性符号不仅是视觉图像符号,而且也是特定的社会文化符号,女性符号所象征的文化意义不容忽视。具有独立个性,兼美丽、自信、智慧、勇敢、独立的多元化的品质,具有丰富价值观,富于审美趣味的女性符号将成为未来广告的发展趋势和方向。
[Abstract]:With different cultural backgrounds and different values, there will be different aesthetic concepts, and different social aesthetic psychological needs will shape different female symbols. In addition to their own interests and gender advantages, the choice of the topic of "female symbols", the rise of a large group of women, the constant enhancement of female consciousness, the gradual penetration of feminist thought into the people's mind, the status and achievements of women in social activities, To urge women to begin to face their inner needs, from the heart to establish a kind of self-confidence, which brings a huge shock to advertising, advertising began to be directed at women as the main demand, frankly reveal women's real emotional needs and inner feelings. This paper discusses the social background, social ideology and values of print advertising in different times in China, from the modern girls in the monthly posters to the iron girls in the posters during the Cultural Revolution and to the pluralistic female symbols in the contemporary print advertisements. The development and change of aesthetic concept and audience demand influence the expression form and content of female symbols in Chinese print advertisements in different periods. From different art forms and art schools, the changes of design ideas in different periods have an impact on the creative expression of female symbols in print advertising, and improve the performance and aesthetic connotation of female symbols in print advertising design. From the perspective of semiotics, a new angle of view, a new perspective to look at the female symbols in print advertising design, a new form of expression, and a discussion on how the female symbols in modern print advertising develop harmoniously with advertisements. In order to enrich the graphic advertising design of female symbols to make their own contribution. The female symbol in the print advertisement should appear in the public with healthy, positive and aesthetic image, showing the female self-respect, self-confidence, independent spirit appearance, and displaying the energetic and colorful female image. For the use of female symbols in print advertisements, we should take a positive and prudent attitude. We should pay attention to the relationship between signifier and signifier of female symbols, the relationship between external and connotation, and deal with the rationality and validity of female symbol expression. In the design practice, attention should be paid to the expression and grasp of "degree" in the application of female symbols. Advertising reflects the changes of the times. The female symbols in advertisements are not only visual image symbols, but also specific social and cultural symbols. The cultural significance of female symbols can not be ignored. The female symbols with independent personality, beauty, self-confidence, wisdom, courage and independence, rich values and aesthetic taste will become the development trend and direction of advertising in the future.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J524.3
本文编号：2146914
[Abstract]:With different cultural backgrounds and different values, there will be different aesthetic concepts, and different social aesthetic psychological needs will shape different female symbols. In addition to their own interests and gender advantages, the choice of the topic of "female symbols", the rise of a large group of women, the constant enhancement of female consciousness, the gradual penetration of feminist thought into the people's mind, the status and achievements of women in social activities, To urge women to begin to face their inner needs, from the heart to establish a kind of self-confidence, which brings a huge shock to advertising, advertising began to be directed at women as the main demand, frankly reveal women's real emotional needs and inner feelings. This paper discusses the social background, social ideology and values of print advertising in different times in China, from the modern girls in the monthly posters to the iron girls in the posters during the Cultural Revolution and to the pluralistic female symbols in the contemporary print advertisements. The development and change of aesthetic concept and audience demand influence the expression form and content of female symbols in Chinese print advertisements in different periods. From different art forms and art schools, the changes of design ideas in different periods have an impact on the creative expression of female symbols in print advertising, and improve the performance and aesthetic connotation of female symbols in print advertising design. From the perspective of semiotics, a new angle of view, a new perspective to look at the female symbols in print advertising design, a new form of expression, and a discussion on how the female symbols in modern print advertising develop harmoniously with advertisements. In order to enrich the graphic advertising design of female symbols to make their own contribution. The female symbol in the print advertisement should appear in the public with healthy, positive and aesthetic image, showing the female self-respect, self-confidence, independent spirit appearance, and displaying the energetic and colorful female image. For the use of female symbols in print advertisements, we should take a positive and prudent attitude. We should pay attention to the relationship between signifier and signifier of female symbols, the relationship between external and connotation, and deal with the rationality and validity of female symbol expression. In the design practice, attention should be paid to the expression and grasp of "degree" in the application of female symbols. Advertising reflects the changes of the times. The female symbols in advertisements are not only visual image symbols, but also specific social and cultural symbols. The cultural significance of female symbols can not be ignored. The female symbols with independent personality, beauty, self-confidence, wisdom, courage and independence, rich values and aesthetic taste will become the development trend and direction of advertising in the future.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J524.3
【引证文献】
相关硕士学位论文 前1条
1 诸葛瑞芹;解读女性审美心理对现代卧室室内装饰设计的影响[D];东北林业大学;2011年
，本文编号：2146914
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