平面广告视觉传播中视觉艺术的风格符码分析

An Analysis of the Style Code of Visual Art in Visual Communication of Print Advertising

由于人们越来越重视商品的观赏效果和视觉形象,作为商品的重要宣传载体的平面广告地位变得更加突出。通过视觉传达的艺术表现形式,平面广告将商品形象当做市场诉求的主导,有机组合图形、文字、色彩以及整体结构等多种元素,结合市场消费需求的传统习惯以及审美要求,通过创新性的广告设计,带给消费者更有效的吸引力,达到宣传的效果。其中重要组成元素为风格符码,利用独特的符号传递出蕴含的内心情感,发挥着举足轻重的作用。从视觉艺术的传播分析角度出发,阐述平面广告中风格符码的关键地位,分析运用风格符码使用规则,提升平面广告的视觉传播效果。

Because people pay more and more attention to the visual effect and the sensory stimulation of the visual image of the goods,the position of the print advertisement as an important publicity carrier of the goods has become more prominent.Through the visual expression of art forms,the print advertisement regards the commodity image as the leading of the market demand,organically combines and matches various elements such as graphics,text,color and overall structure,with the traditional habits and aesthetic requirements of the market demand,and brings more effective attraction to consumers through innovative advertising design,so as to achieve the effect of publicity,Among them,the important elements are style codes,which use unique symbols to convey the inner feelings,play an important role.From the perspective of communication analysis of visual arts,this paper expounds the key position of style code in print advertising,analyzes the use rules of style code,and improves the visual communication effect of print advertising.