本文選題：廣告符號(hào)學(xué) + 商業(yè)性設(shè)計(jì)　； 參考：《湖南師范大學(xué)》2012年碩士論文

【摘要】：消費(fèi)者對(duì)產(chǎn)品的符號(hào)價(jià)值的重視,早在20世紀(jì)早期的美國(guó)就已經(jīng)開(kāi)始了。那時(shí)的美國(guó)經(jīng)濟(jì)繁榮,現(xiàn)代主義、未來(lái)主義盛行,消費(fèi)者不斷追求新奇的產(chǎn)品以滿足各自個(gè)性的需求。在這樣的時(shí)代背景下,以形式主義為本質(zhì)的商業(yè)性設(shè)計(jì)應(yīng)運(yùn)而生并蓬勃發(fā)展。而同時(shí),商業(yè)性設(shè)計(jì)應(yīng)用到產(chǎn)品生產(chǎn)之中后,更加刺激了人們對(duì)產(chǎn)品所代表的意義的追求。實(shí)際上,整個(gè)20世紀(jì)的美國(guó)設(shè)計(jì)史就是一部強(qiáng)調(diào)“形式第一,功能第二”的商業(yè)設(shè)計(jì)史,其核心則是20世紀(jì)中期圍繞消費(fèi)主義浪潮建立起的“有計(jì)劃的商品廢止制”。在高度發(fā)達(dá)的商品經(jīng)濟(jì)規(guī)律支配下,歐洲緣起的現(xiàn)代主義設(shè)計(jì)信條“形式追隨功能”被美國(guó)商業(yè)設(shè)計(jì)的“形式追隨市場(chǎng)”原則所取代。此時(shí)期,美國(guó)的消費(fèi)呈現(xiàn)出顯著的符號(hào)消費(fèi)特點(diǎn),而廣告與商業(yè)性設(shè)計(jì)的合謀也推動(dòng)著符號(hào)消費(fèi)的熱潮。 本研究以鮑德里亞的符號(hào)消費(fèi)理論作為主干,結(jié)合符號(hào)學(xué)、廣告學(xué)、設(shè)計(jì)藝術(shù)學(xué)的理論,系統(tǒng)闡述了商業(yè)性設(shè)計(jì)中的符號(hào)生產(chǎn)機(jī)制,揭示商業(yè)性設(shè)計(jì)在消費(fèi)社會(huì)中之于企業(yè)和市場(chǎng)的角色功能。 同時(shí),本研究將倡導(dǎo)“形式追隨市場(chǎng)”的美國(guó)商業(yè)性設(shè)計(jì)視為消費(fèi)社會(huì)環(huán)境中的主流設(shè)計(jì)取向,剖析了消費(fèi)社會(huì)、設(shè)計(jì)市場(chǎng)的符號(hào)需求以及商業(yè)性設(shè)計(jì)三者之間的關(guān)聯(lián)。并以“有計(jì)劃的商品廢止制度’為核心,配以20世紀(jì)中期美國(guó)汽車造型設(shè)計(jì)和廣告設(shè)計(jì)的個(gè)案,剖析了商業(yè)性設(shè)計(jì)通過(guò)對(duì)符號(hào)的操縱實(shí)現(xiàn)其銷售目的的過(guò)程。 最后,本研究批判地反思了商業(yè)性設(shè)計(jì)可能對(duì)社會(huì)造成的負(fù)面影響,并探討了設(shè)計(jì)作為一種社會(huì)建構(gòu)力量,如何在商業(yè)化浪潮中保持自律以及對(duì)人文價(jià)值的關(guān)懷。
[Abstract]:Consumers value the symbolic value of products, as early as the early 20 th century, the United States has begun. At the time of America's boom, modernism, futurism, consumers were constantly pursuing novel products to meet their individual needs. Against this background, commercial design with formalism as its essence came into being and flourished. At the same time, the application of commercial design to product production has stimulated the pursuit of the meaning of the product. In fact, the history of American design in the whole 20th century is a history of commercial design which emphasizes "form first and function second", the core of which is the planned commodity abolition system built around the tide of consumerism in the middle of 20th century. Under the rule of highly developed commodity economy, the European tenet of modernist design "form following function" is replaced by the "form following market" principle of American commercial design. In this period, American consumption showed remarkable characteristics of symbol consumption, and the collusion of advertising and commercial design also promoted the upsurge of symbol consumption. Based on Baudrillard's symbolic consumption theory and the theory of semiotics, advertising and design art, this study systematically expounds the mechanism of symbol production in commercial design. To reveal the role of commercial design in the consumer society in the role of enterprises and markets. At the same time, this study regards the American commercial design which advocates "form following the market" as the mainstream design orientation in the consumer society environment, and analyzes the relationship among the consumer society, the symbolic demand of the design market and the commercial design. With the core of "planned Commodity abolition system" and the case of American automobile styling design and advertising design in the middle of 20th century, this paper analyzes the process of commercial design to achieve its sales purpose through the manipulation of symbols. Finally, this study critically reflects on the possible negative impact of commercial design on society, and discusses how to maintain self-discipline and concern for humanistic value in the wave of commercialization.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J53

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