黑龙江省平面公益广告的审美与分析
发布时间：2018-08-17 14:28
【摘要】：公益广告作为一种独特的广告形式，现在逐渐以一种成熟的现代艺术形式，呈现在人们的眼前。而其中的平面公益广告，则是使用独特的视觉效果和非凡的创意形式，来表达一种公益理念。平面公益广告的艺术魅力是巨大的，它是平面设计的具体实践，兼具艺术价值和社会效益。它仅仅以一张图片，配合一段文字，就传达给人们以振聋发聩的警醒，劝慰亦或鼓励。这一切的关键，都在于它的美学构成。透过各种美学要素，公益广告引发人们的审美情趣，把广告中蕴含的创作者的情感，演变为受众自身的向善的原初本质。但现阶段，对于公益广告的研究大都集中现在电视公益广告上，平面公益广告的研究内容并不多。本文以黑龙江平面公益广告为主要研究对象，通过文献法与案例分析法，，从画面构成、文本选用以及内涵展现三个主要方面，梳理出这些公益广告呈现出的各种审美要素，分析这些要素在公益广告中体现出的审美价值以及社会文化精神价值。同时，简要阐述这些审美价值和社会文化精神价值如何以公益广告为媒介，在创作者与受众之间构建起桥梁，把作者自身的情感与价值观，内化为受众自身的真实情感。最后，本文从平面设计与艺术审美角度，进一步提出一些提升黑龙江省平面公益广告美学价值和社会效益的方法与建议。
[Abstract]:As a unique form of advertising, public service advertising is gradually presented in the eyes of people as a mature modern art form. And the plane public service advertisement, is uses the unique visual effect and the special creative form, expresses one kind of public welfare idea. The artistic charm of plane public service advertisement is great, it is the concrete practice of graphic design, and it has both artistic value and social benefit. With a picture and a passage, it conveys an alarming, soothing or encouraging message. The key to all this lies in its aesthetic composition. Through all kinds of aesthetic elements, public service advertisement arouses people's aesthetic interest, and turns the emotion of the creator contained in the advertisement into the original essence of the audience itself. But at present, the research of public service advertisement mostly concentrates on TV public service advertisement, the research content of plane public service advertisement is not much. This article takes the Heilongjiang plane public service advertisement as the main research object, through the literature law and the case analysis method, from the picture constitution, the text choice and the connotation display three main aspects, combs out these public service advertisement present each kind of esthetic factor. This paper analyzes the aesthetic value and social cultural spirit value of these elements in public service advertisement. At the same time, this paper briefly expounds how these aesthetic values and social cultural spiritual values take public service advertisements as the medium to build a bridge between the creator and the audience, and internalize the author's own feelings and values as the real feelings of the audience itself. Finally, from the angle of graphic design and artistic aesthetics, this paper puts forward some methods and suggestions to enhance the aesthetic value and social benefit of plane public service advertisement in Heilongjiang Province.
【学位授予单位】：哈尔滨师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3
本文编号：2187928
[Abstract]:As a unique form of advertising, public service advertising is gradually presented in the eyes of people as a mature modern art form. And the plane public service advertisement, is uses the unique visual effect and the special creative form, expresses one kind of public welfare idea. The artistic charm of plane public service advertisement is great, it is the concrete practice of graphic design, and it has both artistic value and social benefit. With a picture and a passage, it conveys an alarming, soothing or encouraging message. The key to all this lies in its aesthetic composition. Through all kinds of aesthetic elements, public service advertisement arouses people's aesthetic interest, and turns the emotion of the creator contained in the advertisement into the original essence of the audience itself. But at present, the research of public service advertisement mostly concentrates on TV public service advertisement, the research content of plane public service advertisement is not much. This article takes the Heilongjiang plane public service advertisement as the main research object, through the literature law and the case analysis method, from the picture constitution, the text choice and the connotation display three main aspects, combs out these public service advertisement present each kind of esthetic factor. This paper analyzes the aesthetic value and social cultural spirit value of these elements in public service advertisement. At the same time, this paper briefly expounds how these aesthetic values and social cultural spiritual values take public service advertisements as the medium to build a bridge between the creator and the audience, and internalize the author's own feelings and values as the real feelings of the audience itself. Finally, from the angle of graphic design and artistic aesthetics, this paper puts forward some methods and suggestions to enhance the aesthetic value and social benefit of plane public service advertisement in Heilongjiang Province.
【学位授予单位】：哈尔滨师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3
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本文编号：2187928
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