本文選題：數(shù)碼影像 + 平面廣告�。� 參考：《湖北工業(yè)大學(xué)》2010年碩士論文

【摘要】：伴隨印刷技術(shù)、攝影技術(shù)、現(xiàn)代通信技術(shù)、計(jì)算機(jī)技術(shù)等的發(fā)展和數(shù)字化傳播技術(shù)的推廣,人與人之間的交流與溝通、信息的傳播與更替已經(jīng)進(jìn)入“視覺(jué)化”和“圖像化”時(shí)代,圖像的應(yīng)用范圍已經(jīng)明顯超越語(yǔ)言文字,成為人們獲取信息和交流思想的主要媒介。而與“視覺(jué)化”和“圖像化”緊密相連的關(guān)鍵詞之一就是“影像”。數(shù)碼技術(shù)的問(wèn)世,使得影像有了更加多元化的解讀與想象的空間。影像的功能也不再局限于單純意義上的記實(shí),而是延伸到內(nèi)在本體意念的傳達(dá)與情感的表述,具備了設(shè)計(jì)、情感傳達(dá)的整和能力。傳統(tǒng)影像到數(shù)碼影像的轉(zhuǎn)換同時(shí)也改變了影像呈現(xiàn)的形式與意義,數(shù)碼影像的多元特質(zhì)造就了豐富的影像世界,使得影像文化的傳播環(huán)境與現(xiàn)實(shí)的生活方式融為一體,改變和影響著人們對(duì)于影像意義的解讀。 在平面廣告設(shè)計(jì)領(lǐng)域,數(shù)碼影像給予視覺(jué)傳達(dá)設(shè)計(jì)以最具體的呈現(xiàn)。其多樣豐富的復(fù)合感覺(jué),亦是最有影響力的傳達(dá)方式。這些現(xiàn)象讓我開(kāi)始重新思考數(shù)字化背景下影像的本質(zhì)和表現(xiàn)形式,特別是在平面廣告設(shè)計(jì)中,數(shù)碼影像所具備的設(shè)計(jì)整合能力與多元化的表現(xiàn)特質(zhì),將為平面廣告設(shè)計(jì)帶來(lái)一場(chǎng)怎樣的視覺(jué)變革?基于這一前提,本文擬從數(shù)碼影像視覺(jué)表現(xiàn)的角度去探討平面廣告設(shè)計(jì)發(fā)展的新空間、新思維。 本文在分析了數(shù)碼影像的特質(zhì)與表現(xiàn)形式后,認(rèn)為數(shù)碼影像視覺(jué)效能的轉(zhuǎn)變改寫(xiě)了傳統(tǒng)視覺(jué)審美的范式,具備了設(shè)計(jì)和情感傳達(dá)的整合能力,為二維平面廣告設(shè)計(jì)提供了全新的創(chuàng)作表現(xiàn)空間,具有積極的指導(dǎo)意義�；诖�,本文從平面廣告設(shè)計(jì)的角度出發(fā),歸納出以下幾種切實(shí)可行的數(shù)碼影像視覺(jué)滲透的表現(xiàn)型態(tài)：直接應(yīng)用、解構(gòu)重構(gòu)、異質(zhì)組合、共質(zhì)替換、時(shí)空置換、變形夸張、擬人化,并結(jié)合實(shí)際的應(yīng)用案例進(jìn)行分析以輔佐論證。最后,從受眾的角度對(duì)數(shù)碼影像視覺(jué)滲透的認(rèn)知進(jìn)行了調(diào)查分析,結(jié)合相關(guān)數(shù)據(jù)統(tǒng)計(jì)驗(yàn)證了數(shù)碼影像在平面廣告設(shè)計(jì)表現(xiàn)中的應(yīng)用空間還很大,值得進(jìn)一步深入研究。我們期待,數(shù)碼影像為我們帶來(lái)二維平面中視覺(jué)盛宴。
[Abstract]:Along with the development of printing technology, photography technology, modern communication technology, computer technology and so on, and the promotion of digital communication technology, the communication and communication between people, The dissemination and replacement of information has entered the era of "visualization" and "visualization". The application scope of images has obviously exceeded the language and text, and has become the main medium for people to obtain information and exchange ideas. One of the key words closely related to "visualization" and "image" is "image". With the advent of digital technology, images have a more diversified interpretation and imagination space. The function of the image is no longer limited to the simple sense of reality, but extends to the internal Noumenon of the transmission of ideas and emotional expression, with the design, emotional communication of the integrity of the ability. The transformation from traditional image to digital image has also changed the form and significance of image presentation. The pluralistic characteristics of digital image have created a rich image world, which makes the communication environment of image culture and the real life style integrated into one. In the field of graphic advertising design, digital images give visual communication design the most concrete presentation. Its diverse and rich complex feelings, but also the most influential means of communication. These phenomena make me start to rethink the essence and form of image in the digital background, especially in the graphic advertising design, the design integration ability and the diversified performance characteristic of the digital image. What kind of visual change will be brought to the graphic advertising design? Based on this premise, this paper intends to discuss the new space and new thinking of the development of graphic advertising design from the angle of visual expression of digital image. It is considered that the transformation of visual efficiency of digital image rewrites the traditional visual aesthetic paradigm and has the ability of integrating design and emotional communication, which provides a new creative expression space for two-dimensional graphic advertising design and has positive guiding significance. Based on this, from the perspective of graphic advertising design, this paper concludes the following practical types of visual penetration of digital image: direct application, deconstruction and reconstruction, heterogeneous combination, homogeneity replacement, space-time replacement, deformation exaggeration, etc. Personification, and combined with the actual application of the case analysis to assist the argument. Finally, from the perspective of audience, this paper investigates and analyzes the visual penetration of digital image, and verifies that the application space of digital image in print advertising design is still very large, which is worthy of further study. We look forward to digital images for us to bring two-dimensional plane visual feast.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：TP391.7;J524.3

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本文編號(hào)：1988266