广告表达论

发布时间：2018-08-24 13:24

【摘要】： 本研究课题为学院的教研项目之一，我从表达的角度出发对广告设计进行深层次挖掘与理解，归纳和总结出了现代广告表达的一些原理、技巧与方法。现在的时代可以说是广告的时代，广告信息每天都充斥着人的生活并以各种形式飞速地向前发展。广告是连接商品生产者和消费者之间的桥梁。随着市场的扩大，科技的发展、人们审美水平的提高……广告策划、创意及其表达的形式都在不断地发生变化。本篇论文主要侧重于探讨广告中表达的理论。论文从四个方面入手： 1、总论部分。从总体上概括广告表达的范畴、本质特点、原则规律、内容趋势等。这一部分为目前广告理论增加新的研究内容，避免了以前将广告表达简单地归入广告制作的范围： 2、广告视觉表达部分。探讨了视觉表达中图形、色彩、图表、符号、实体、肌理、构形、编排在广告表达中遵循的原理与方法、技巧。对这一方面的研究可以更好表达广告的创意、指导广告的制作以便达到传达信息、感染消费者的目的； 3、广告的数字化与多维表达部分。主要从二维、三维、四维、多维以及数字化表达入手探讨广告表达的原则规律、方法技巧。从不同的角度探讨广告的表达的新媒介、新形式、新技术、新材料以及新方法、新技巧； 4、广告表达与媒介选择。广告表达与平面、广播、户外、网络以及一些新兴媒介的选择关系。选择合适的媒体达到好的效果表达，是广告的关键。现在的信息与科技正以前所未有的速度向前不断更新，传达设计媒介已从印刷媒介、电子媒介转向多维媒介，传达设计的概念已成为所有能够利用来产生视觉图象转为信息传播的技术，广告表达越来越趋于一种多学科技术综合应用的设计。广告表达在空间上趋于一个更自由的空间，从多个角度来进行表现。同时，广告表达越来越趋于一种多感官(视、听、触、嗅、味)的综合性信息传达设计。这就要求广告的表达在规范化的同时要与新颖性相结合；民族性与世界性的结合；艺术与材料的结合……。
[Abstract]:This research is one of the teaching and research projects of the college. I dig and understand the advertising design from the angle of expression, and summarize some principles, techniques and methods of modern advertising expression. Today's era can be said to be the age of advertising, advertising information every day full of people's lives and rapid development in various forms. Advertising is a bridge between commodity producers and consumers. With the expansion of the market, the development of science and technology, people's aesthetic level. Advertising planning, creativity and the form of expression are constantly changing. This thesis focuses on the theory of expression in advertising. The thesis starts from four aspects: 1, the introduction part. Generalize the category, essential characteristic, principle law, content trend of advertisement expression in general. This part adds new research content to the current advertising theory, and avoids the simple inclusion of advertising expression into the scope of advertising production: 2.Advertising visual expression part. This paper discusses the principles and techniques of graphic, color, chart, symbol, entity, texture, configuration and arrangement in advertising expression. Research on this aspect can better express the creativity of advertising, guide the production of advertisements in order to achieve the purpose of conveying information and infecting consumers; 3, the digitization and multidimensional expression part of advertisement. This paper mainly discusses the principles and techniques of advertising expression from two-dimensional, three-dimensional, four-dimensional, multi-dimensional and digital expression. This paper discusses the new medium, new form, new technology, new material, new method and new technique of advertising expression from different angles. Advertising expression and the plane, broadcast, outdoor, network and some emerging media choice. The key to advertising is to select the right media to achieve good results. Information and technology are now being updated at an unprecedented rate, and the design media has shifted from print and electronic media to multidimensional media. The concept of communication design has become all the technology that can be used to produce visual image to transmit information, and the expression of advertisement is becoming a kind of comprehensive application of multi-disciplinary technology. The expression of advertisement tends to a freer space in space, which is expressed from many angles. At the same time, advertising expression tends to be a multi-sensory (visual, auditory, touch, smell, taste) comprehensive information communication design. This requires that the expression of advertising should be standardized and combined with novelty; nationality and the world; art and materials.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2003
【分类号】：J524

【共引文献】