新媒体环境下动态海报的设计表现研究

发布时间：2018-04-16 13:10

本文选题：动态海报 + 动态变化　；参考：《上海师范大学》2017年硕士论文

【摘要】：动态海报在新媒体发展的环境下应运而生,它借助新媒体技术和动态的表现形式,在传统的海报中加入了一定的时间概念和空间概念,使画面中原本静止的图形转变为动态图形,由单一的表现转变为多元化,从而营造一种新的视觉体验和视觉表现。动态海报作为一种崭新的宣传形式,打破了传统海报单一的平面二维视觉信息输出方式,通过加入图形或文字渐变叠加等效果,乃至添加音频或视频,营造出一种全新的身临其境的宣传模式。它以动态传播的方式,将各种活动信息、文化知识的宣传介绍及文化理念的传播普及通过电子媒介实现。在动态设计过程中设计师需要将复杂的信息内容简化,保证受众在短时间内可以接收到画面传达的主题信息,这样的手法不仅能够更加有效地引起公众的关注度,运动画面产生的趣味性也可以加深受众的印象。笔者通过研究比较发现,动态海报与传统的海报区别主要集中体现在两方面:一、艺术表现形式的创新。图片、声音、特效的加入使得海报画面变得更加新颖,受众能够从感官上感受到冲击力,从而获得更深的印象。二、传播载体的变化。传统海报主要利用纸质媒介进行传播,而动态海报则是通过数字媒体,如手机、户外电子屏幕、建筑屏幕等。现如今,受众对手机传播信息方式的过度依赖和数字媒体技术的迅速发展是动态海报得以迅速发展并应用广泛的主要原因。笔者结合大量具体案例还分析得出了动态海报的五大优势:叙事性强、信息容量大、视觉效果丰富、传播深入广泛、情感体验加深。经过深入思考研究发现,设计师的审美、受众的需求、技术及媒介的发展都是影响动态海报的重要因素。动态海报的应用让我们感到信息传播的高效性,但并不是任何情况、环境都能够使用,它的应用也具有局限性,如:环境、成本等,设计者不应该盲目迎合设计潮流,只为了获得关注度而“动”。
[Abstract]:Dynamic posters emerge as the times require in the environment of new media development. With the help of new media technology and dynamic forms of expression, dynamic posters add a certain concept of time and space to the traditional posters.In order to create a new visual experience and visual performance, the original static graphics in the picture are transformed into dynamic graphics, and from a single representation to a diversified one.As a brand new form of propaganda, dynamic posters break the traditional single two-dimensional visual information output, by adding graphic or text gradient superposition, and even adding audio or video, etc.Create a brand-new mode of publicity on the spot.By means of dynamic communication, the information of various activities, the propaganda and introduction of cultural knowledge and the dissemination of cultural ideas are realized through electronic media.In the process of dynamic design, designers need to simplify the complex information content to ensure that the audience can receive the thematic information conveyed by the screen in a short time.The interest of the motion screen can also deepen the impression of the audience.The author finds that the difference between dynamic poster and traditional poster is mainly reflected in two aspects: first, the innovation of artistic expression form.The addition of pictures, sounds and special effects makes the posters more novel, and the audience can feel the impact from their senses and gain a deeper impression.Second, the change of communication carrier.Traditional posters are mainly spread through paper media, while dynamic posters are disseminated through digital media, such as mobile phones, outdoor electronic screens, building screens and so on.Nowadays, the overdependence of the audience on mobile communication and the rapid development of digital media technology are the main reasons for the rapid development and wide application of dynamic posters.Combined with a large number of specific cases, the author also analyzes the five advantages of dynamic posters: strong narrative, large information capacity, rich visual effects, wide spread and deep emotional experience.It is found that the aesthetics of designers, the needs of the audience, the development of technology and media are the important factors that affect the dynamic posters.The application of dynamic posters makes us feel that information dissemination is efficient, but not in any situation, environment can be used, its application also has limitations, such as: environment, cost, designers should not blindly cater to the design trend.Move only to get attention.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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