研究日趋多样化的商业海报形式

发布时间：2018-10-24 10:12

【摘要】：在20世纪,随着社会的不断发展与进步,海报成为了传播的主要媒介之一,海报设计也进入了一个飞速发展的时代。到了21世纪,现代海报设计并没有在灿烂辉煌的历史中停留,而是一直保持着对社会新鲜事物不断的关注与前瞻性的思考。那种说教式、宣扬式的传统海报形式已经退出了市场,现在,海报设计开始迈向了新形式、艺术性、实验性等更为广泛的探索之路。以提升公司、企业形象,销售、宣传商品与服务为目的的海报设计既是商业海报,也是我们现在经常提到的商业广告的重要组成部分。在商业广告中,海报是广告传播的媒体之一。商业海报在海报作品中一直处于主流的地位,因此商业海报的发展史也可以代表海报本身。商业海报拥有很广的范围,从商品宣传、企业形象展示到旅游、交通等服务类的广告,以及体育竞技、科技教育、新闻出版等,可以说,商业海报在商业推广的过程中发挥着重要的作用。与此同时,由于商业海报与文化类海报相互交融的特点,使得这一类型的海报比普通的商业海报有着更大、更广的创作空间,因此这也成为了很多设计师较为喜爱的海报创作类型之一,并涌现出了许多优秀的海报设计作品。然而商业海报不仅具有提升品牌形象、促进产品销售的功能,它更肩负着提升大众审美的重任,还在一定程度上影响着大众的行为生活,并改变着大众的价值观,因此,作为一名海报设计工作者,我们的工作任重而道远。本文以现代商业海报的载体、表现形式、对空间与材料的运用等的变化为研究对象。本文通过对近些年不同形式的商业海报设计案例进行分析,找出商业海报形式的变化都产生了哪些影响,并探索出可以更进一步发展下去的方式。商业类海报具有非常明确的目的性和功能性,它为大众提供关于商品或服务消费的优势信息,它一定要让人信服并令人向往,只有这样才能刺激大众消费从而达到盈利的目的。它是特别针对目标受众与目标市场而设计的海报,因此一定要具有较强的目的性与实效性。商业海报的设计影响着商业推广中的传播与销售环节,它是不可能独立存在的,它离不开产品、客户、市场、消费者、媒体等因素的影响,完全以经济利益为目的的商业海报一直以来都有很大的局限性,由于受到产品目标受众与商品同质化的作用,一直无法摆脱市场竞争的压力。另外,过于注重物质层面,从而忽略了精神层面的存在方式,使得商业海报的推广越来越难。在这个信息时代,许多企业都认识到文化的重要性,并把他们的企业与商品推广和文化与公益紧密联系了起来,再加上日新月异的科学技术手段,这使得设计师们创作出了与以往海报作品形式大为不同的设计。研究商业海报的新形式在当代产品推广中的应用价值和方式。当代海报设计与商业日渐和谐,特别是与新技术的逐步融合,其载体的多元化和生活化,以及表达方式的时尚和新颖成为了商业海报的独特优势。这种能迅速与商业和艺术发生交融的特质,使商业海报的价值被无限的扩大,也使其表现形式前所未有的多元与丰富。可以说,商业海报于现阶段的产品商业推广中发挥着重要的作用。在当代,产品之间的竞争愈演愈烈。在这样的市场环境下,产品推广就成为了重中之重。自商业推广诞生以来,通过视觉手段进行推广,就是最有效的方法之一。而海报作为视觉艺术手段,一直都是商业推广的重要方式之一,因此,选用准确、合理的海报形式为产品进行推广其重要性也就不言而喻了。而如今,海报这一种商业推广手段虽说在被网络、手机等新媒体冲击着,但是,它依然具有不可替代的作用,再加上设计工作者不断以技术手段赋予它最新的功能和让人耳目一新的形式,这使得商业海报的道路可以走的更远。
[Abstract]:In the 20th century, with the development and progress of society, poster became one of the main media of communication, and the design of sea newspaper also entered an era of rapid development. By the 21st century, the modern sea-newspaper design has not stopped in the glorious history, but has kept constant attention and forward-looking thinking about the new things of the society. In the form of the teaching style, the propaganda style of the traditional poster has already exited the market, now, the design of the sea newspaper has begun to move towards a new form, artistry, experimental and more extensive exploration road. In order to improve the company, corporate image, sales, promotion of goods and services, the sea newspaper design is both commercial posters and the important composition of commercial advertisements that we often mention Part. In commercials, posters are media for advertising One. Commercial posters have been in the mainstream of poster work, so the history of commercial posters can also represent posters The commercial poster has a wide range of advertising, such as merchandise publicity, corporate image display, tourism, traffic and other services, as well as sports, science and technology education, press and publication, etc. It can be said that commercial posters play an important role in the process of commercial promotion At the same time, because of the blending of commercial posters and cultural posters, this type of poster has a larger and wider creative space than ordinary commercial posters, so it has become a favorite poster creation type for many designers. One of them has made many good news designs. However, the commercial poster not only has the function of promoting the brand image and promoting the product sales, but also has the heavy responsibility to promote the mass aesthetics, but also affects the behavior life of the masses and changes the value of the masses. Therefore, as a sea newspaper designer Author, our work is heavy The paper uses the modern commercial poster carrier, its expression, the application of space and material, and so on. In this paper, the paper analyzes the commercial sea newspaper design cases in different forms in recent years, finds out the influences of the changes in the form of commercial posters, and explores the possibility of further development. A commercial poster has a very clear purpose and functionality that provides the public with the advantage of consumption of goods or services, which must be convincing and desirable to stimulate mass consumption so as to achieve profitable purpose. It is a poster designed specifically for the target audience and the target market, so it must have a strong purpose The design of commercial poster influences the communication and sales links in commercial promotion. It is impossible to exist independently. It can't be influenced by factors such as products, customers, markets, consumers, media, etc. All the commercial posters with economic benefits have always been Due to the product target audience and commodity homogenization, the market has been unable to get rid of the market Competition pressure. In addition, too much emphasis on the material level, thus negating the mental aspect of existence, making commercial posters push More and more difficult. In this information age, many enterprises realize the importance of culture, and connect their enterprises with commodity promotion and culture with the public interest, and add with each passing day. By means of technical means, this makes the designers create a great deal with previous posters Different designs. Research of new forms of commercial posters in contemporary product promotion The value and mode of application of modern sea newspaper design and commerce, especially with the gradual integration of new technology, the diversification and activation of its carrier, and the fashion and novelty of expression. The unique advantage of the poster. This is a characteristic that blends rapidly with business and art, making the value of a commercial poster infinitely enlarged, as well as its expression. There is no diversity and wealth. It can be said that commercial posters are used in the commercial promotion of products at the present stage To play an important role. In modern times, products Competition between markets is growing. In such a market environment, product promotion It has become a top priority. Since the birth of commercial promotion, it has been promoted through visual means. As one of the most effective methods, poster is one of the most important ways to promote commerce. Therefore, it is important to use accurate and reasonable poster as the product The sex is self-evident. But today, the poster is a commercial promotion, although in the network, mobile phones and other new media, but it still has irreplaceable role, combined with the design worker constantly to give it the latest function and let The form of a man's ear, which makes a commercial poster.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524

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