平面公益广告中图形语言的情感表达研究

发布时间：2018-10-29 14:57

【摘要】：公益广告关注社会公共利益，用通俗易懂的形式语言进行宣传教育，使观者受到感化，进而提高社会的公德意识。它从侧面反应了民众的思想觉悟和道德水平，在倡导和维系各方面和谐关系上发挥重要作用，受到越来越多的人关注。现在用于公益信息传播的媒介多种多样，但平面公益广告的作用和地位仍不容忽视。图形作为平面公益广告的重要构成元素，其表现形式并不是一成不变的，它所呈现的语言应具有一定的视觉美感，符合现代人的审美趣味，并随时代的变化在形式上有相应的变动，这样更有利于打动人的内心，引起人们的注意，使观者自然而然地被平面公益广告中的图形语言吸引，起到指导人和启示人的效果，传播公益信息。平面公益广告的实质是在情感上对事物的尊重和引导，情感最容易被人感知和留有印象，本文从图形语言的角度入手，把情感作为切入点，探讨图形语言与公益信息、图形语言与情感的相互关系，丰富和完善图形语言表达。绘画性图形语言作为图形语言的一个分支，具有独特的画面表现力和艺术感染力，易与观者在视觉上产生互动，在情感上进行交流，论文在讲述了平面公益广告、图形语言、情感间相互关系的基础上，重点挖掘绘画性图形语言的设计表现，探讨具有一定感召力、影响力的绘画性图形语言，并将其情感特征和形式表现，应用在平面公益广告图形语言的设计表现中。从情感和形式两方面促进观者与平面公益广告所表达的图形语言达到共鸣，最终有利于公众的长远利益。平面公益广告中图形语言的设计表现很丰富，我们应该探求更优化的、个性化的形式来表现公益主题，孜孜不倦地进行分析研究，，使之寓教于乐，促进社会更好的发展。
[Abstract]:The public service advertisement pays close attention to the social public interest, propagates and educates in the form language which is easy to understand, causes the viewer to receive the influence, then enhances the social public morals consciousness. It reflects the people's ideological consciousness and moral level, and plays an important role in advocating and maintaining harmonious relations in all aspects, which has attracted more and more people's attention. Nowadays, there are a variety of media used to spread public information, but the role and status of print public service advertisement can not be ignored. As an important element of graphic public service advertisement, the expression of graphic is not inflexible. The language it presents should have a certain sense of visual beauty and conform to the aesthetic taste of modern people. And the change of generation at any time has corresponding changes in form, which is more conducive to moving people's hearts, attracting people's attention, making the viewer naturally attracted by the graphic language in the plane public service advertisement, and playing a guiding and enlightening effect. Dissemination of public information. The essence of planar public service advertisement is to respect and guide things in emotion, and emotion is the most easily perceived and left impression. This paper starts with the angle of graphic language, takes emotion as the breakthrough point, and probes into the graphic language and public welfare information. The relationship between graphic language and emotion enriches and perfects the expression of graphic language. Drawing graphic language, as a branch of graphic language, has a unique picture expression and artistic appeal, easy to interact with the viewer in the visual, emotional communication, the paper describes the plane public service advertising, graphic language, On the basis of the relationship between emotions, this paper focuses on the design performance of drawing graphic language, discusses the drawing graphic language with certain appeal and influence, and expresses its emotional characteristics and forms. It is applied in graphic language design of graphic public service advertisement. The graphic language expressed by the viewer and the plane public service advertisement can be resonated in terms of emotion and form, which is beneficial to the long-term interests of the public. The graphic language design in the plane public service advertisement is very rich, we should look for the more optimized, the individualized form to express the public welfare theme, diligently carries on the analysis research diligently, causes the education to live in the joy, promotes the society to develop better.
【学位授予单位】：河北科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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