【摘要】：公益廣告作為一種獨(dú)特的廣告形式，現(xiàn)在逐漸以一種成熟的現(xiàn)代藝術(shù)形式，呈現(xiàn)在人們的眼前。而其中的平面公益廣告，則是使用獨(dú)特的視覺(jué)效果和非凡的創(chuàng)意形式，來(lái)表達(dá)一種公益理念。平面公益廣告的藝術(shù)魅力是巨大的，它是平面設(shè)計(jì)的具體實(shí)踐，兼具藝術(shù)價(jià)值和社會(huì)效益。它僅僅以一張圖片，配合一段文字，就傳達(dá)給人們以振聾發(fā)聵的警醒，勸慰亦或鼓勵(lì)。這一切的關(guān)鍵，都在于它的美學(xué)構(gòu)成。透過(guò)各種美學(xué)要素，公益廣告引發(fā)人們的審美情趣，把廣告中蘊(yùn)含的創(chuàng)作者的情感，演變?yōu)槭鼙娮陨淼南蛏频脑醣举|(zhì)。但現(xiàn)階段，對(duì)于公益廣告的研究大都集中現(xiàn)在電視公益廣告上，平面公益廣告的研究?jī)?nèi)容并不多。本文以黑龍江平面公益廣告為主要研究對(duì)象，通過(guò)文獻(xiàn)法與案例分析法，，從畫面構(gòu)成、文本選用以及內(nèi)涵展現(xiàn)三個(gè)主要方面，梳理出這些公益廣告呈現(xiàn)出的各種審美要素，分析這些要素在公益廣告中體現(xiàn)出的審美價(jià)值以及社會(huì)文化精神價(jià)值。同時(shí)，簡(jiǎn)要闡述這些審美價(jià)值和社會(huì)文化精神價(jià)值如何以公益廣告為媒介，在創(chuàng)作者與受眾之間構(gòu)建起橋梁，把作者自身的情感與價(jià)值觀，內(nèi)化為受眾自身的真實(shí)情感。最后，本文從平面設(shè)計(jì)與藝術(shù)審美角度，進(jìn)一步提出一些提升黑龍江省平面公益廣告美學(xué)價(jià)值和社會(huì)效益的方法與建議。
[Abstract]:As a unique form of advertising, public service advertising is gradually presented in the eyes of people as a mature modern art form. And the plane public service advertisement, is uses the unique visual effect and the special creative form, expresses one kind of public welfare idea. The artistic charm of plane public service advertisement is great, it is the concrete practice of graphic design, and it has both artistic value and social benefit. With a picture and a passage, it conveys an alarming, soothing or encouraging message. The key to all this lies in its aesthetic composition. Through all kinds of aesthetic elements, public service advertisement arouses people's aesthetic interest, and turns the emotion of the creator contained in the advertisement into the original essence of the audience itself. But at present, the research of public service advertisement mostly concentrates on TV public service advertisement, the research content of plane public service advertisement is not much. This article takes the Heilongjiang plane public service advertisement as the main research object, through the literature law and the case analysis method, from the picture constitution, the text choice and the connotation display three main aspects, combs out these public service advertisement present each kind of esthetic factor. This paper analyzes the aesthetic value and social cultural spirit value of these elements in public service advertisement. At the same time, this paper briefly expounds how these aesthetic values and social cultural spiritual values take public service advertisements as the medium to build a bridge between the creator and the audience, and internalize the author's own feelings and values as the real feelings of the audience itself. Finally, from the angle of graphic design and artistic aesthetics, this paper puts forward some methods and suggestions to enhance the aesthetic value and social benefit of plane public service advertisement in Heilongjiang Province.
【學(xué)位授予單位】：哈爾濱師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：J524.3

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本文編號(hào)：2187928