时尚杂志封面人物视觉传播研究与实践

Research and practice of visual communication of fashion magazine cover characters

当下视觉传播以其快速、直观、具有感官刺激等特点成为信息传播的主要方式,时尚杂志因而更加注重封面的视觉效果。封面人物作为视觉中心,是封面视觉传播的主体,通过对时尚要素的提炼来进行视觉编码,将人物形象符号化来构建身体“神话”,以提供给读者具象的模板作为参考。同时在其符号化下暗含杂志的审美理念和思想观念,引导着读者的审美与消费。通过装置艺术形式对《时装》杂志封面发展历程进行了视觉化展现,以此映射当代中国时尚观念与时尚视觉传播的变迁。

At present,visual communication has become the main way of information dissemination because of its fast,intuitive and sensory stimulation,so fashion magazines pay more attention to the visual effect of cover.As the visual center,cover characters are the main body of cover visual communication.By refining fashion elements,visual coding is carried out,and the body"myth"is constructed by symbolizing the characters,so as to provide readers with a concrete template as a reference.At the same time,under its symbolization,it implies the aesthetic ideas and ideas of magazines,guiding readers'aesthetics and consumption.Through the installation art form,the development process of the cover of fashion magazine is visually displayed,so as to map the changes of fashion concept and fashion visual communication in contemporary China.