本文關(guān)鍵詞： 二十世紀(jì) 平面廣告設(shè)計 商業(yè)與藝術(shù) 轉(zhuǎn)換與融合　出處：《武漢大學(xué)》2012年博士論文　論文類型：學(xué)位論文

【摘要】：在20世紀(jì)平面廣告設(shè)計的發(fā)展中,商業(yè)與藝術(shù)這兩大屬性的主導(dǎo)作用不斷地發(fā)生著轉(zhuǎn)換與融合,這種轉(zhuǎn)換與融合可以說是平面廣告演進(jìn)與變化的本質(zhì)規(guī)律,不僅推動了平面廣告設(shè)計自身的快速發(fā)展,而且還進(jìn)一步明確了廣告的本質(zhì)功能。 平面廣告設(shè)計觀念及形態(tài)的發(fā)展是一個不斷演進(jìn)變化的過程,在某一特定時期,在商業(yè)性與藝術(shù)性的博弈中往往會出現(xiàn)某一方占主導(dǎo)地位,從而形成態(tài)勢的轉(zhuǎn)換,但兩者卻從未徹底分離。這些發(fā)展出來的新觀念新形態(tài)對之前的觀念和設(shè)計形態(tài)并不是徹底否定,而是有某種程度上的交融。這也是本文探討的主題——平面廣告的設(shè)計觀念與形態(tài)在商業(yè)性與藝術(shù)性的博弈過程中如何走向轉(zhuǎn)換、融合。 本文以商業(yè)與藝術(shù)的雙重視角,從市場經(jīng)濟(jì)、科學(xué)技術(shù)發(fā)展水平以及廣告產(chǎn)業(yè)的自身發(fā)展等方面對平面廣告設(shè)計進(jìn)行了多重維度的檢視,并對20世紀(jì)平面廣告設(shè)計觀念及形態(tài)的發(fā)展演變作了歷史性考察,劃分出幾個主要發(fā)展階段,并對分期依據(jù)進(jìn)行了闡述。 19世紀(jì)末20世紀(jì)初期是平面廣告設(shè)計的“藝術(shù)至上”時期。此時的廣告利用唯美花哨的藝術(shù)形式起到的“廣而告之”的宣傳作用。平面廣告“藝術(shù)至上”產(chǎn)生的原因是多方面的：市場經(jīng)濟(jì)的快速發(fā)展,生產(chǎn)力極大提高導(dǎo)致商品供不應(yīng)求、彩色印刷技術(shù)發(fā)展,廣告設(shè)計幾乎全由畫家兼職,對廣告?zhèn)鞑バЧ摹盁o所不能”的錯誤認(rèn)識等。由此“藝術(shù)至上”廣告風(fēng)靡一時。但它也暴露了這一時期平面廣告設(shè)計的致命弱點：忽略了廣告的最終目的——促進(jìn)銷售。 20世紀(jì)20年代以后至二戰(zhàn)結(jié)束,平面廣告設(shè)計實現(xiàn)了“藝術(shù)至上”向“功能主義”的轉(zhuǎn)變。第一次世界經(jīng)濟(jì)危機(jī)爆發(fā)后,消費者的購買力下降,生產(chǎn)過剩,大量商品被積壓。人們意識到了商品推銷的重要性。二戰(zhàn)后,世界經(jīng)濟(jì)復(fù)蘇,商品日益豐盛,市場競爭日益加劇,商品的同質(zhì)化現(xiàn)象嚴(yán)重。市場格局由賣方市場向買方市場轉(zhuǎn)化。人們對廣告的認(rèn)識也由“無所不能”向“有所不能”轉(zhuǎn)變。而“藝術(shù)至上”廣告難以體現(xiàn)出產(chǎn)品的特點、優(yōu)勢及與競爭對手的區(qū)別。此時廣告大師們開始把注意力投注到如何推銷產(chǎn)品上。他們圍繞產(chǎn)品的推銷提出了一系列廣告理論,指出廣告的設(shè)計形式必須服從功能,引導(dǎo)廣告設(shè)計由唯美轉(zhuǎn)向商業(yè)訴求。與此同時,現(xiàn)代藝術(shù)的誕生,其抽象、簡潔的形式也影響了平面廣告的表現(xiàn)形態(tài)。至此“功能主義”開始占據(jù)主流地位。 20世紀(jì)50至70年代,是平面廣告設(shè)計“藝術(shù)”與“功能”融合時期。二戰(zhàn)以后,歐美各國經(jīng)濟(jì)發(fā)展迅猛,市場呈現(xiàn)出供過于求的現(xiàn)象,市場競爭加劇。消費者的需求成為主導(dǎo),真正意義上的買方市場形成。由于“功能主義”廣告設(shè)計風(fēng)格過多地強(qiáng)調(diào)功能性訴求,千篇一律的幾何造型,不僅缺少個性,還漠視了人的視覺和心理感受,疏離了趣味性和愉悅性,給人一種機(jī)械之感。模式化、標(biāo)準(zhǔn)化的廣告作品難以突出商品之間微小的差異,很難再吸引消費者的注意。此時的廣告設(shè)計必須以全新的面貌、更加富于視覺歡娛的形態(tài)才能博得消費者的青睞。在此背景之下,美國廣告界提出了廣告“創(chuàng)意”理論,即從商業(yè)功能訴求走向藝術(shù)與商業(yè)的融合,即創(chuàng)意——用藝術(shù)的表達(dá)方式去巧妙地實現(xiàn)商業(yè)目的。平面廣告開始探求以創(chuàng)意為導(dǎo)向,注重消費者感受的新型廣告發(fā)展模式,即在廣告形態(tài)上尋求更好的表達(dá)方式。 20世紀(jì)80年代的國際市場出現(xiàn)多元化發(fā)展的趨勢,互聯(lián)網(wǎng)及便利的交通,縮小了人們之間的空間距離,各種文化、思想的交融成為必然,尤其是后現(xiàn)代主義思潮倡導(dǎo)從歷史傳統(tǒng)、本土文化或現(xiàn)代文化中吸取營養(yǎng),從現(xiàn)代社會思想及文化發(fā)展中尋找靈感,它強(qiáng)調(diào)裝飾性、娛樂性,主張回歸歷史。在廣告理論上也有進(jìn)一步發(fā)展,尤其是整合營銷傳播理論的提出。這些因素到對平面廣告設(shè)計觀念及形態(tài)影響巨大,使平面廣告設(shè)計走上多元化的發(fā)展道路,主張滿足消費者心理需求,以回歸裝飾的手法來達(dá)到豐富視覺感受的目的。 20世紀(jì)平面廣告在設(shè)計理念與形態(tài)上不斷尋求轉(zhuǎn)變,從世紀(jì)初的藝術(shù)至上注重藝術(shù)表現(xiàn),到功能主義的高度簡潔,到創(chuàng)意時代再到逐漸回歸多元與融合注重裝飾。這個轉(zhuǎn)變在世紀(jì)末體現(xiàn)了一種回歸。這種回歸不是簡單機(jī)械的重復(fù),而是在不斷調(diào)整、不斷完善中的更高層次的回歸。 20世紀(jì)的平面廣告的發(fā)展演變就是商業(yè)與藝術(shù)的主導(dǎo)作用不斷博弈、轉(zhuǎn)換與融合的過程。在未來的發(fā)展中,不管平面廣告設(shè)計如何變化,其商業(yè)與藝術(shù)屬性不會改變,藝術(shù)始終為商業(yè)服務(wù),而平面廣告設(shè)計風(fēng)格也將會越來越淳樸、自然,逐漸退去濃厚的商業(yè)痕跡而體現(xiàn)出廣告本身的真率與質(zhì)樸。
[Abstract]:In twentieth Century the development of graphic design, the leading role of the art and business of the two attributes of constantly undergoing conversion and integration, this conversion and integration can be said to be the essence of plane advertisement evolution and change, not only to promote the rapid development of graphic design itself, but also to further clarify the essential function of advertising.
The development of graphic design concept and morphology is an evolving process of change in a particular period, in the game between commercial and artistic often occur in a dominant position, thus forming a trend of conversion, but the two are never completely separated. The development of the new concept of the new form prior to the concept and design form is not completely negative, but blend to some degree. The design concept and form which is the theme of the thesis: plane advertisement in the process of the game business and art of how to convert the fusion.
Based on the double perspective of business and art, from the aspects of market economy, the development level of science and technology and the development of the advertising industry itself to inspect the multiple dimensions of plane advertisement design, and development of the twentieth Century plane advertisement design ideas and forms of the evolution of the historical study, divided into several stages, and the stage on the basis of are discussed.
At the end of nineteenth Century early twentieth Century is the plane advertisement design art first "period. At this time the advertisement publicity with aesthetic fancy art form to" advertised "advertisement." art is supreme "the reasons are in many aspects: the rapid development of market economy, productivity has increased the supply of goods, the development of color printing technology, almost all advertising design by artist part-time, advertisement dissemination effect of" equal to anything "wrong understanding. The" art is supreme ". Advertising become fashionable for a time but it also exposed the fatal weakness of this period flat surface advertisement design: ignore the ultimate aim of advertising to promote sales.
After 1920s to the end of World War II, plane advertisement design and the transformation of "the supremacy of art" to "functionalism". The first world economic crisis, declining consumer purchasing power, production overcapacity, a large number of goods are overstocked. People realized the importance of selling goods. After World War II, the world economic recovery, increasing commodity abundance, increasing market competition, homogenization phenomenon is serious. The goods market from seller's market to buyer's market transformation. Understanding of advertising has changed from "equal to anything" to "can't do". "Art is supreme" advertising is difficult to reflect the characteristics of the product, strengths and differences with competitors. The advertising guru they began to turn their attention to how to sell betting products. They focus on product marketing and put forward a series of advertising theory, points out that the design must take the form of advertising from power It can guide the advertising design from Aestheticism to business appeal. Meanwhile, the abstract and concise form of modern art has also affected the form of print advertisement. So "functionalism" has been playing the leading role.
From twentieth Century 50 to 70s, graphic design is "art" and "function" of the integration period. After the Second World War, Europe and the United States market showing a rapid economic development, the phenomenon of pile up in excess of requirement of market competition, consumer demand becomes dominant, the real buyer's market formed. Because of the "functionalism" advertising design style too much emphasize the functional demands, geometric modeling stereotyped, not only lack of personality, also ignore people's visual and psychological feelings, the alienation of the fun and pleasure, give a person a kind of mechanical sense. Standardization, standardization of advertising works difficult to highlight the small differences between commodities, it is very difficult to attract the attention of consumers advertising. The design must be based on a new look, with more pleasant visual form to win the favor of consumers. Under this background, the United States proposed advertising advertising "creative" Theory, from the commercial function of demand towards the fusion of art and commerce, creative by way of artistic expression to skillfully achieve business objectives. Plane advertisement began to explore creative oriented, focusing on consumer experience new advertising development model, that is to seek a better way of expression in the form of advertising.
The diversified development trend of the international market in 1980s, the Internet and convenient traffic, narrowing the distance from the space between people, cultures and ideas blend become inevitable, especially the postmodernism advocates from the historical tradition, absorb local culture or modern culture, seek inspiration from modern social thought and cultural development. It emphasizes the decoration, entertainment, advocate a return to history. Further development in advertising theory, especially the theory of integrated marketing communication. These factors to the plane advertisement design concept and form the huge influence, the plane advertisement design on the diversified development, should meet the psychological needs of consumers, to return to decoration the methods to achieve the rich visual experience.
In twentieth Century continue to seek changes in the plane advertisement design concept and form, from the beginning of the century the art first focus on artistic expression, to functionalism concise, to the creative era to gradually return of pay attention to the decoration. This change reflects a return at the end of the century. This return is not a simple mechanical repetition, but in continue to adjust, continuous improvement of the higher level of return.
The game continued leading role development in twentieth Century is the commercial advertisement and art, process transformation and fusion. In the future, no matter how the plane advertisement design changes, the commercial and artistic attribute will not change, art is always commercial service, and the advertisement design style will be more and more simple, natural, gradually from strong commercial traces and advertising reflect itself sincere and simple.

【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2012
【分類號】：J53

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