视觉的粉墨登场——论时尚消费类杂志视觉元素的运用

The Debut of Visual Arts——An Analysis of the Use of Visual Elements in Fashion Magazines

本文以在经济全球化和中国城市化进程加速的历史背景下,与大中城市中产阶层快速形成相对应而快速发展成熟的时尚消费类杂志为考察对象。快速发展的经济和信息过度消费,分割并吞噬着中产阶层稀缺的时间资源,形成了"浅阅读"的市场需求。这种需求,既创造了时尚消费类杂志的受众市场,也为大量中高端消费品找到了准确的市场接口。"浅阅读"作为中产阶层主要的阅读方式,不但催生读图时代的降临,并与时尚消费杂志的视觉化体现形成准确对位。本文通过对此类杂志产业及市场的考察,结合多种成功的案例评析,从影像逻辑、视觉节奏、视觉美感的专业角度,进一步论述了此类杂志对视觉吸引力及保持视觉新鲜度的倚重原因。高质量的视觉体现和精美的形式感,不但是这类杂志的竞争优势,更是在未来媒体分众化趋势中的立足之本。

This study investigates the fast growing fashion magazines associated with the rapid rise of the middle class in big and medium-sized cities in the era of the accelerated economic globalization and urbanization in China. Fast economic development and excessive information consumption have taken up the scarce time resources of the middle class, which results in the need of ＂low-level reading＂ in the market. This need not only creates the audience of fashion magazines, but also provides opportunities for high-end consumer goods. As a major reading approach for the middle class, ＂low-level reading＂ expedites the arrival of the picture-reading era, accompanied with the visual representations in fashion magazines. This paper analyzes the fashion magazine industry and market. By reviewing various successful cases from the professional angles of image logic, visual rhythm and visual beauty, this study further discusses the importance of the visual appeal and visual freshness for fashion magazines. High-quality visual representations and exquisite styles are not only the strength of competition for fashion magazines, but also the basis of the diversity trend for media in the future.