广告视觉传达设计中的身体审美

On the Body Aesthetics of the Visual Communication AD Design

本文基于符号学的原理,以广告设计中的身体这一视觉符号为例,对广告视觉传达设计中的身体展开审美观照。身体作为视觉符号的宠儿,日益彰显了其在广告视觉传达设计中的重大作用和工具化的特点,但身体的工具化不利于真正地实现身体审美。因此,有必要对广告视觉传达设计中的身体进行理性超越,回归其本真状态,以通达"诗意地栖居"。

Under the post-modern context of globalization, the body as the darling of the visual symbol, it increasely underlines in the important role and the feature of tools in the visual communication design, but the body tool is not conducive to achieve body aesthetics well. Therefore, it is necessary to rationate beyond the body of the visual communication design, return to its true state, and to realize ＂Poetically Reside.＂