摘要
基于当代图像语境下的广告设计,其图形语言在传达一定信息内涵的基础上愈加注重消费者心理和审美趣味的判断和建构,广告视觉语言呈现出隐喻性、模糊性、趣味性以及象征性等多重语意和情景态势。从"形"与"态","象"与"意","视觉"与"形式"这几组范畴出发,对现代广告设计图形语言的演绎特点进行分析和归纳,为现代广告设计的理论与实践提供借鉴及参考。
Based on the context of contemporary images, the graphic language about advertisement design more and more pays attention to judgment and construction of consumer psychology and aesthetic taste besides conveying basic information. The visual language of advertisement presents means of multiple and situational trend： metaphor, fuzziness, interesting and symbol. The article makes an analysis and summary on the basis of analyzing some of the concepts about＂shape＂ and＂state＂,＂image＂ and＂thought＂,＂vision＂ and ＂form＂, which provides reference for theory and practice of graphic language about modern advertisement design.
出处
《南昌航空大学学报（社会科学版）》
2015年第3期87-90,共4页
Journal of Nanchang Hangkong University(Social Sciences)
基金
2011年江西省社会科学艺术学项目"‘视觉符号’在江西文化创意产业中的作用及对策研究"(YG2011068)
关键词
图像语境
广告设计
图形语言
分析
image context
advertisement design
graphic language
analysis
