【摘要】： 課題從平面廣告視覺(jué)符號(hào)編碼入手,通過(guò)對(duì)傳統(tǒng)視覺(jué)語(yǔ)言觀念反思,進(jìn)行視覺(jué)符號(hào)語(yǔ)言特性及與文字語(yǔ)言符號(hào)的比較研究,進(jìn)而論證視覺(jué)符號(hào)所具有的語(yǔ)言性組織結(jié)構(gòu)特征。通過(guò)視覺(jué)符號(hào)語(yǔ)言結(jié)構(gòu)空間模型研究,探討符號(hào)與符號(hào)組合中內(nèi)在結(jié)構(gòu)規(guī)律和層次關(guān)系,提出視覺(jué)符號(hào)語(yǔ)素組合編碼形成語(yǔ)言化類比語(yǔ)法修辭的核心觀點(diǎn),并通過(guò)具體案例揭示其視覺(jué)語(yǔ)言編碼和創(chuàng)意的深層原理與關(guān)系。該研究可以作為創(chuàng)作和解讀藝術(shù)的新的視角,重新反思和理解視覺(jué)設(shè)計(jì)藝術(shù)與文化的緊密關(guān)系,并通過(guò)方法論的導(dǎo)入與實(shí)踐,探索平面廣告設(shè)計(jì)藝術(shù)表達(dá)新的途徑和思路。
[Abstract]:This paper starts with the coding of visual symbols in print advertising, through reflection on the traditional concepts of visual language, makes a comparative study of the language characteristics of visual symbols and characters, and then demonstrates the characteristics of linguistic organization structure of visual symbols. Based on the study of the spatial model of the structure of visual symbol language, this paper probes into the inherent structural law and hierarchical relationship in the combination of symbols and symbols, and puts forward the core point of view that the combination coding of visual symbols morpheme forms the rhetoric of linguistic analogical grammar. And through specific cases to reveal its visual language coding and creative deep principles and relationships. This study can be used as a new angle of view for creation and interpretation of art, rethinking and understanding the close relationship between visual design art and culture, and exploring new ways and ideas of artistic expression of graphic advertising design through the introduction and practice of methodology.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：J524.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 王巖;平面廣告設(shè)計(jì)中異化經(jīng)典形象圖形創(chuàng)意研究[D];蘇州大學(xué);2010年

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本文編號(hào)：2162887