西方平面广告艺术符号应用分析

发布时间：2018-08-20 17:27

【摘要】：在当今社会，人们生活的方方面面都与广告息息相关。现代广告除了提供信息、销售产品等功能外，还可以起到丰富生活、陶冶情操的效果。成功的平面广告，就像一件精美的艺术品，不仅真实、具体地向人们介绍了商品，而且让人们通过对作品形象的观摩、欣赏，引起丰富的生活联想，树立新的消费观念，增加精神上美的享受，并在艺术的潜移默化中产生购买欲望。除此之外，还可以帮助消费者树立正确的道德观、人生观，培养人们的精神文明，并且给消费者授以各方面的知识。平面广告中应用艺术符号实际上是一个双赢策略，既可以遮掩广告赤裸裸的商业本质，有效提升广告的可欣赏性和艺术性,又符合传播学受众为中心的需求，同时还是艺术符号自身延续和传播的要求。在西方，艺术符号应用于平面广告中的现象已经普遍存在。这一现象发展到现在，不仅表现在数量上越来越多，同时在广告创意所涉及的范围也不断拓宽与延伸，极大程度丰富了平面广告的创意空间世界。当前，我国国内广告行业整体竞争力较弱,存在公司规模小、行业内部恶性竞争、作品品位不高等诸多问题，研究该课题有助于国内广告业借鉴国际成功广告，，创作出高雅脱俗的高水准作品，增强自身竞争力。根据目前西方平面广告艺术符号应用的现状及掌握的相关文献资料，本文采取案例分析法、文献资料分析与内容分析法相结合的研究方法，以发现、分析、解决问题为研究思路，对平面广告艺术符号应用现象进行切入研究，对西方大量优秀平面广告展开深入分析。研究的目的主要是通过对平面广告中的艺术符号应用现象的研究，从符号学理论、传播学等角度的阐释，揭示现象出现和发展的原因、优势、条件，将艺术符号与广告紧密结合起来，深入分析西方平面广告中运用艺术符号的大量成功案例，有助于我们更为深刻地认识和了解这一类广告和创意，对国内广告创作水平的提高也有一定借鉴意义，以此促进我国广告业的进一步发展。对比西方优秀的广告作品，中国的平面广告在创意表现和内容选择上还存在很大的不足。总体来讲，中国的平面广告作品目前存在三个方面的问题：1、作品低俗化，艺术感不够；2、创意上缺乏新意，结合度不高，机械化的拿来主义，模仿意味重；3、幽默感缺失，缺少吸引受众的主要元素；4、民族化的元素运用较少，独特感缺乏。面对这些平面广告广告存在问题，中国平面广告必须借鉴西方优秀广告的先进之处，巧妙运用各种表现手法和新颖独特的视角，以精彩的创意表现，才能达到最出色的广告效果。本文对中国平面广告的发展提出了以下几点具体建议：1、增加含蓄美；2、加强幽默感；3、把握好民族性和国际化与艺术联姻；4、增强广告的艺术性。只有这样，中国的平面广告才能把握住当今的当今全球经济的发展和一体化融合趋势，发展壮大。
[Abstract]:In today's society, all aspects of people's lives are closely related to advertising. Modern advertising not only provides information, sales products and other functions, but also play a rich life, edify the effect of sentiment. Successful print advertising, like a fine work of art, not only introduces the goods to people in a real and concrete way, but also enables people to create rich associations of life and establish new consumption concepts by observing and appreciating the images of the works. Increase spiritual enjoyment, and in the art of subtle desire to buy. In addition, it can help consumers to establish a correct moral outlook, outlook on life, cultivate people's spiritual civilization, and give consumers a wide range of knowledge. In fact, the application of artistic symbols in print advertising is a win-win strategy, which can not only mask the naked commercial essence of advertisements, effectively enhance the appreciation and artistry of advertisements, but also meet the needs of the audience as the center of communication. At the same time, it is also the requirement of the continuation and dissemination of artistic symbols themselves. In the West, the use of artistic symbols in print advertising has been widespread. This phenomenon has developed to the present, not only in the quantity more and more, but also in the advertisement creative scope also unceasingly expands and extends, has enriched the plane advertisement creativity space world to a great extent. At present, China's domestic advertising industry is weak in overall competitiveness, there are a lot of problems such as small scale of companies, vicious competition within the industry, low grade of works, and so on. The study of this topic is helpful for domestic advertising industry to learn from international successful advertising. Create elegant and refined high-standard works to enhance their competitiveness. According to the current situation of the use of the art symbols in the western print advertising and the relevant literature materials, this paper adopts the method of case analysis, literature analysis and content analysis to find and analyze. To solve the problem, this paper studies the application of print advertising art symbols, and deeply analyzes a large number of outstanding print advertisements in the west. The purpose of the study is to reveal the reasons, advantages and conditions of the appearance and development of the phenomenon from the perspective of semiotic theory and communication through the study of the application of artistic symbols in print advertising. The close combination of artistic symbols and advertisements, and the in-depth analysis of a large number of successful cases of the use of artistic symbols in Western print advertisements will help us to understand and understand this kind of advertising and creativity more deeply. It can also be used for reference to improve the level of advertising creation in our country, so as to promote the further development of advertising industry in our country. Compared with the outstanding advertising works in the West, there are still some shortcomings in the creative performance and content selection of Chinese print advertising. Generally speaking, there are three problems in Chinese print advertising work: 1, the work is vulgar, the artistic sense is not enough, the creativity is short of originality, the degree of integration is not high, the mechanization is used, imitation means heavy weight and lack of sense of humor. Lack of the main elements to attract the audience, the use of nationalized elements less, lack of unique sense. In the face of these problems in print advertising, Chinese print advertising must draw lessons from the advanced points of excellence in western advertising, skillfully use all kinds of expressive techniques and novel and unique perspectives to display brilliant creative ideas. In order to achieve the best advertising effect. This paper puts forward the following specific suggestions for the development of Chinese print advertising: 1, adding implicit beauty, strengthening sense of humor, grasping nationality and internationalization and art marriage and enhancing artistic quality of advertising. Only in this way, China's print advertising can grasp the current trend of global economic development and integration.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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