人文精神在平面广告设计中的表现研究
发布时间：2019-03-30 19:33
【摘要】： 平面广告设计中的人文精神是目前我国视觉传达方向的一个热门话题,人文精神在平面广告中的充分体现是我国平面广告发展的主流趋势。现代人在满足了物质生活需求的同时,对精神需求越来越高。平面广告作为大众和商品的媒介,对广告注入的情感越强烈,消费者的购买行为就越容易产生。人文精神在平面广告中的体现,其核心是对人性的关怀。广告中的人文关怀已经成为现代平面广告设计中最重要的文化基因,它是中国传统文化中道德与本体论结合在一起形成的“天人合一”、“天人感应”等基础理论的进一步演化。在2008人文奥运来临之际,作为和谐社会媒介之一的平面广告,也将在“人文”理念的影响和推动下迎来新的发展契机,逐步改变与完善原有的以商业为主导的广告模式,向人文广告方向发展,使平面广告整体水平得到质的飞跃。 本文从人文精神入手进行研究和论述,在平面广告中树立以人为本的设计理念和思想,关注人性的发展,关注人们的精神生活和情感需求。在我国现代的平面广告设计中,注入我国的传统文化,体现我国的人文精神内涵,弘扬我国的民族精神。对平面广告中的构成要素的情感传达和信息传递等进行整合研究,寻找解决当前平面广告中人文精神缺失问题的途径,以期对研究者和实践者起到抛砖引玉的作用。本文在研究部分首先从平面广告的图形、色彩、文字等具体的广告元素的情感心理因素及其在视觉传达方面所起的作用进行研究,进而从整体的系统的角度进行整合研究,提出“人文精神在平面广告设计表现中整体的意义大于各元素相加的总和”。并据此提出在平面广告设计中体现人文精神的具体方案。 研究表明,平面广告作为一种艺术形式,既依赖社会又推动社会文明的进程。它既要顺应消费者的心理,又要符合社会文化氛围和背景。在社会发展中,文化背景必然影响到设计理念。有什么样的文化背景必然会产生什么样的设计理念,否则这种意识就不可能在这种社会中生存和发展。人文精神在平面广告中的充分表现可以体现人性价值,与消费者产生情感共鸣,满足消费者的情感需求;传播健康向上的理念,引导人们改变思维方式和生活方式;体现社会文化内涵,推动社会文明进程。最后得出结论:人文精神诉求已经成为我国现代平面广告设计中新的诉求形式。
[Abstract]:The humanistic spirit in graphic advertising design is a hot topic in the direction of visual communication in our country at present. The full embodiment of humanistic spirit in print advertising is the mainstream trend of the development of print advertising in our country. Modern people meet the needs of material life, at the same time, the demand for spirit is higher and higher. Print advertising as a mass and commodity media, the stronger the emotion injected into advertising, the more easily consumers purchase behavior. The core of humanistic spirit in print advertisement is its concern for human nature. Humanistic care in advertising has become the most important cultural gene in modern graphic advertising design. It is the "unity of heaven and man" formed by the combination of morality and ontology in Chinese traditional culture. The further evolution of the basic theories such as "Heaven-Man Induction". With the advent of the 2008 Humanities Olympic Games, print advertising, as one of the harmonious social media, will also usher in a new opportunity for development under the influence and promotion of the concept of "humanity", gradually changing and perfecting the original commercial-led advertising mode. To the direction of humanistic advertising, so that the overall level of print advertising has a qualitative leap. This paper studies and discusses the humanistic spirit, sets up the people-oriented design idea and thought in the print advertisement, pays attention to the development of human nature, and pays attention to the spiritual life and emotional needs of people. In the modern graphic advertisement design of our country, the traditional culture of our country is infused to embody the connotation of the humanistic spirit of our country and carry forward the national spirit of our country. This paper makes an integrated study on the emotional transmission and information transmission of the constituent elements in print advertising, and finds out the ways to solve the problem of the lack of humanistic spirit in the current print advertising, so as to play the role of a brick-and-mortar for the researcher and the practitioner. In the part of research, the author first studies the emotional and psychological factors of advertising elements such as graphics, colors, characters and other specific advertising elements and their role in visual communication, and then carries on the integrated research from the perspective of the whole system. It is pointed out that the overall significance of humanistic spirit in graphic advertising design is greater than the sum of all the elements. Based on this, the paper puts forward a concrete scheme to embody the humanistic spirit in the graphic advertising design. The research shows that, as an art form, print advertisement not only depends on the society but also promotes the process of social civilization. It not only conforms to the psychology of consumers, but also conforms to the social and cultural atmosphere and background. In the social development, the cultural background inevitably affects the design idea. What kind of cultural background will inevitably produce what kind of design idea, otherwise this kind of consciousness can not exist and develop in this kind of society. The full expression of humanistic spirit in print advertising can reflect the value of human nature, resonate with consumers emotionally, meet the emotional needs of consumers, spread the idea of healthy and upward, and guide people to change their way of thinking and life style. Reflect the connotation of social culture, promote the process of social civilization. Finally, it is concluded that humanistic spirit demand has become a new form of appeal in the design of modern graphic advertising in China.
【学位授予单位】：东北林业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J524.3
本文编号：2450411
[Abstract]:The humanistic spirit in graphic advertising design is a hot topic in the direction of visual communication in our country at present. The full embodiment of humanistic spirit in print advertising is the mainstream trend of the development of print advertising in our country. Modern people meet the needs of material life, at the same time, the demand for spirit is higher and higher. Print advertising as a mass and commodity media, the stronger the emotion injected into advertising, the more easily consumers purchase behavior. The core of humanistic spirit in print advertisement is its concern for human nature. Humanistic care in advertising has become the most important cultural gene in modern graphic advertising design. It is the "unity of heaven and man" formed by the combination of morality and ontology in Chinese traditional culture. The further evolution of the basic theories such as "Heaven-Man Induction". With the advent of the 2008 Humanities Olympic Games, print advertising, as one of the harmonious social media, will also usher in a new opportunity for development under the influence and promotion of the concept of "humanity", gradually changing and perfecting the original commercial-led advertising mode. To the direction of humanistic advertising, so that the overall level of print advertising has a qualitative leap. This paper studies and discusses the humanistic spirit, sets up the people-oriented design idea and thought in the print advertisement, pays attention to the development of human nature, and pays attention to the spiritual life and emotional needs of people. In the modern graphic advertisement design of our country, the traditional culture of our country is infused to embody the connotation of the humanistic spirit of our country and carry forward the national spirit of our country. This paper makes an integrated study on the emotional transmission and information transmission of the constituent elements in print advertising, and finds out the ways to solve the problem of the lack of humanistic spirit in the current print advertising, so as to play the role of a brick-and-mortar for the researcher and the practitioner. In the part of research, the author first studies the emotional and psychological factors of advertising elements such as graphics, colors, characters and other specific advertising elements and their role in visual communication, and then carries on the integrated research from the perspective of the whole system. It is pointed out that the overall significance of humanistic spirit in graphic advertising design is greater than the sum of all the elements. Based on this, the paper puts forward a concrete scheme to embody the humanistic spirit in the graphic advertising design. The research shows that, as an art form, print advertisement not only depends on the society but also promotes the process of social civilization. It not only conforms to the psychology of consumers, but also conforms to the social and cultural atmosphere and background. In the social development, the cultural background inevitably affects the design idea. What kind of cultural background will inevitably produce what kind of design idea, otherwise this kind of consciousness can not exist and develop in this kind of society. The full expression of humanistic spirit in print advertising can reflect the value of human nature, resonate with consumers emotionally, meet the emotional needs of consumers, spread the idea of healthy and upward, and guide people to change their way of thinking and life style. Reflect the connotation of social culture, promote the process of social civilization. Finally, it is concluded that humanistic spirit demand has become a new form of appeal in the design of modern graphic advertising in China.
【学位授予单位】：东北林业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J524.3
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