残酷童话——视觉广告的另类表达

发布时间：2019-02-12 14:32

【摘要】： 在全球经济危机的影响下,处于视觉文化、信息洪流与商业利益战场交接点的视觉广告表达也受到各方挑战。本文即在这样的背景中,从设计角度出发,借助传播理论模型的框架对视觉广告表达过程与本质进行分析探讨,力图对视觉广告未来发展提出些许己见,以供从事视觉广告表达的设计师或相关人员参考。本文从广告传播理论中归纳视觉广告表达过程的理论模型,将本文研究重点确定在介质集合(符号与媒介)与基本要素集合(传者、受者、信息)的分析上。在过程分析中,从设计角度出发,对两大集合及其关系进行分别阐述。首先,讨论介质集合中的符号与媒介。将视觉广告表达符号从功能上划分为图像符号、标志符号与象征符号三类,从结构上归纳为修辞、朦胧、将亡、包容四个特性:将视觉广告表达媒介分为平面媒介、影视媒介与数字媒介三类,从“画框”与“运动”两方面展开讨论。由此,探讨设计在视觉广告表达过程中所起到的信息传递与强化功能。其次,讨论基本要素集合中的传者、受者与信息。分别阐述三者在表达过程中的身份与功能,进而分析三者关系。并着重展丌三者在介质集合中的形象分析,以显现介质集合与基本要素集合的关系。由此,探讨设计在视觉广告表达过程中的协调与说服功能。并在这两大集合的分析讨论中,渗入对单纯与颓废生成过程的研究,以呈现视觉广告表达本质性的片段。在此过程分析的基础之上,探讨视觉广告表达的本质。研究视觉广告表达过程中单纯与颓废的生成机制。并由此分析并发掘视觉广告表达的“残酷章话”本质。分析权力在单纯与颓废中的显现,在视觉广告表达过程中的作用,以及设计对权力的态度。阐述视觉广告表达的本质,即“残酷章话”,即自由与美好构筑的游戏幻境中,无止境的权力与欲望。最后,提出设计在视觉广告表达中所进行的工作,便是利用视觉广告表达幻境协调各方利益,在制衡的把握中,达成视觉广告表达的最佳效果。以此促进视觉广告未来的良性发展。
[Abstract]:Under the influence of the global economic crisis, the visual advertising expression at the junction of the information flood and the commercial interests is also challenged by all parties. In this context, from the point of view of design, with the help of the framework of communication theory model, this paper analyzes and discusses the process and essence of visual advertising expression, and tries to put forward some opinions on the future development of visual advertising. In order to engage in visual advertising expression designers or related personnel reference. This paper induces the theoretical model of visual advertising expression process from advertising communication theory, and focuses on the analysis of media set (symbol and media) and basic element set (communicator, recipient, information). In the process analysis, the two sets and their relations are elaborated from the design point of view. First, the symbols and media in the media set are discussed. The visual advertisement expression symbol is divided into the image symbol, the symbol and the symbol from the function, and is summed up as rhetoric, obscurity, death and tolerance from the structure: the visual advertising expression medium is divided into plane medium. Film and TV media and digital media, from the "picture frame" and "movement" two aspects of the discussion. From this, this paper discusses the information transmission and enhancement function of design in the process of visual advertising expression. Secondly, the authors, recipients and information in the basic element set are discussed. This paper expounds the identity and function of the three in the process of expression, and then analyzes the relationship between them. In order to show the relationship between the media set and the basic element set, the image analysis of the three elements in the media set is emphasized. Therefore, this paper discusses the coordination and persuasion function of design in the process of visual advertising expression. In the analysis and discussion of these two sets, the research on the process of pure and decadent generation is infiltrated to present the fragments of visual advertising to express the essence. Based on the analysis of this process, the essence of visual advertising expression is discussed. This paper studies the generation mechanism of pure and decadent in the process of visual advertising expression. And from this analysis and explore the visual advertising expression of the "cruel chapter" essence. This paper analyzes the manifestation of power in pure and decadent, the role of power in the process of visual advertising expression, and the attitude of design to power. This paper expounds the essence of visual advertisement expression, that is, the endless power and desire in the game illusion of freedom and beauty. Finally, it is put forward that the work of design in the expression of visual advertising is to use visual advertising to express illusion to coordinate the interests of all parties, and to achieve the best effect of visual advertising expression in the control of checks and balances. In order to promote the future of visual advertising benign development.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524

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