观念摄影在平面设计中的应用研究

发布时间：2018-07-31 16:33

【摘要】：现代哲学家海德格尔曾经说过:“我们进入世界图景时代,世界对于大多数人来说已经变成一系列图景。”人类从口语时代、文字时代、播音时代步入图片时代、信息时代、21世纪的今天人们更看重的是图像与我们生活的关系,这也是摄影走出一个名词对其语体形式的限定成为“艺术”的关键。而“观念摄影”也顺应这种时代产生了。观念摄影的主要目标是通过摄影手段表达某种观念从而呈现一种观念意识,它是观念艺术在媒介上的一种演变与延伸。观念摄影同时具有很强的当代性,在当下艺术与设计蓬勃发展的今天,它以其极强的视觉感染力在平面设计领域占得了一席地位,很多设计师把观念摄影作为自己设计的手段,海报设计、品牌推广的一些活动、平面广告设计等等都开始大量使用观念摄影,观念摄影作品出现“遍地开花”现象。如此一种现象的出现,必然有很多值得梳理和研究的地方。观念摄影是创作者观念意识的呈现,作为社会意识形态的艺术,同其他形式的社会意识形态一样,都是建立在一定社会经济基础之上的上层建筑,它的产生和发展,归根到底是由经济基础所决定的。所以,随着时代进步,当代社会人们思想观念和消费行为的改变使得传统意义上的一些平面广告和品牌推广活动不再满足人们的需求。尤其在平面广告中应用,在最初的广告策划阶段,其根本任务就是在激烈竞争的市场中为产品引发消费者的注意,诱发消费者的购买欲望,促进产品和服务的销售。观念摄影具有人为性从而可以很好的为广告所用。观念摄影不仅仅在广告方面有很好的作用,在品牌推广、视觉识别系统等其他方面也大有作为,例如纽约ADC第八届Young Guns视觉系统,Ken-tsai Lee设计了一套由50个怪物组成的视觉系统。在这套识别系统之中,其海报宣传和辅助图形的设计,都大量运用了观念摄影中常用的“拼贴”这种制作方式,它既可以通过暗房加工,也可以用剪刀裁剪,或者用PS后期制作,Young Guns视觉系统这种作品,就采用了这种方法,通过拍摄不同的元素,然后组合在一幅画面中,使这幅画面变得滑稽有趣。本文通过结合广告策划、消费心理学、品牌策划等等理论,对观念摄影在平面设计中运用作品的视觉表现、创作思维、表现手法等进行分析研究,再者,对观念摄影在平面设计的适用性进行分析研究——观念摄影适用于什么类型的设计、观念摄影能否很好的表达设计师想要传达的意图、观念摄影是否具弊端等方面做出分析。
[Abstract]:The modern philosopher Heidegger once said: "We have entered the age of world vision, the world for most people has become a series of pictures." Human beings have stepped into the picture age from the oral age, the word age, and the broadcasting age. In the information age and the 21st century, people are paying more attention to the relationship between images and our lives. This is also the key for photography to go out of a noun and define its stylistic form as "art". And the concept of photography also adapted to the emergence of this era. The main goal of conceptual photography is to express a certain idea by means of photography, which is an evolution and extension of conceptual art in the media. Concept photography has a strong contemporary at the same time. Today, with the vigorous development of art and design, it occupies a position in the graphic design field with its strong visual appeal. Many designers regard concept photography as a means of their own design. Poster design, brand promotion activities, graphic advertising design and so on began to use a large number of concept photography, concept photography works appear "everywhere" phenomenon. Such a phenomenon, there must be many worth combing and research. Concept photography is the presentation of creators' concept consciousness. As an art of social ideology, like other forms of social ideology, it is a superstructure based on a certain social economic foundation. In the final analysis is determined by the economic base. Therefore, with the progress of the times, the changes of people's ideology and consumption behavior in contemporary society make some traditional print advertising and brand promotion activities no longer meet the needs of people. In the initial stage of advertising planning, the basic task is to attract consumers' attention, induce consumers' desire to buy and promote the sale of products and services in the fierce competition market. Concept photography is artificial so that it can be well used in advertising. Concept photography not only plays a good role in advertising, but also in brand promotion, visual recognition system and so on. For example, the eighth Young Guns visual system of ADC in New York, Ken-tsai Lee, designed a visual system consisting of 50 monsters. In this recognition system, the poster publicity and the design of auxiliary graphics have made a great use of "collage", which is commonly used in conceptual photography. It can be processed in dark rooms or cut with scissors. Or using PS post-production of the Young Guns visual system, using this method, by taking different elements, and then putting them together in a single picture to make it funny and interesting. By combining the theories of advertising planning, consumer psychology, brand planning and so on, this paper analyzes and studies the visual expression, creative thinking, expression techniques and so on in the graphic design of conceptual photography. This paper analyzes the applicability of concept photography in graphic design-what kind of design concept photography is suitable for, whether concept photography can well express the intention that designers want to convey, whether concept photography has disadvantages and so on.
【学位授予单位】：中国美术学院
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J51

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