【摘要】： 論文在生活方式這樣一個背景下考察視覺傳達設(shè)計,以生活方式為觀察角度和研究方法,歸納、分析20世紀初開始到當(dāng)代視覺傳達設(shè)計發(fā)展歷程,同時注意到視覺傳達設(shè)計的能動性作用,努力通過設(shè)計活動影響人的生活行為,以積極的姿態(tài)面對自己的發(fā)展前程。 從生活方式變化為出發(fā)點,把視覺傳達設(shè)計的發(fā)展歸納為三個階段:(一)工業(yè)革命開啟了以城市為中心的生活方式,商品消費開始成為人維持自身生存最根本的一種生活行為,人對工業(yè)品的需求,相應(yīng)的需要大量的廣告、海報、包裝等作為促銷的工具,促進了視覺傳達設(shè)計的發(fā)展。批量化生產(chǎn)模式下的設(shè)計活動必須適合機器的語法規(guī)則,開創(chuàng)了視覺傳達設(shè)計“理性主義”的新篇章。(二)豐裕社會中,消費主義倡導(dǎo)消費物品的“符號”價值,“不是消費物,而是在消費符號意義”的消費——消費主義,成為新的價值觀念和生活方式。視覺傳達設(shè)計作為消費品推銷的工具,積極反映出人們生活方式“符號”的特點,因而,消費主義是視覺傳達設(shè)計在這一階段發(fā)展變化的立足點。(三)消費主義炫耀性生活方式造成自然資源的極大浪費,不利于可持續(xù)發(fā)展。建立起理性的、符合資源消耗的綠色消費觀念,把人從扭曲的“符號”生活方式中解脫出來。視覺傳達設(shè)計也站在倫理的高度,發(fā)揮其能動作用引導(dǎo)人們生活方式的良性發(fā)展,是視覺傳達設(shè)計價值的體現(xiàn)。
[Abstract]:In this paper, the visual communication design is investigated under the background of lifestyle, and the development of visual communication design from the beginning of the 20th century to the contemporary visual communication design is summarized and analyzed from the perspective of life style and the research method. At the same time, we pay attention to the active role of visual communication design, try to influence people's life behavior through design activities, and face their development future with a positive attitude. From the point of view of lifestyle change, the development of visual communication design is summed up into three stages: (1) the industrial revolution opened a city-centered lifestyle, and commodity consumption began to become the most fundamental life behavior of human beings to maintain their own survival. Human demand for industrial products, the corresponding need for a large number of advertisements, posters, packaging as a promotional tool, to promote the development of visual communication design. The design activity in mass production mode must be suitable for the machine grammar rules, which opens a new chapter of "rationalism" in visual communication design. (2) in the affluent society, consumerism, which advocates the "symbolic" value of consumer goods, "is not consumption, but consumerism in the meaning of consumption symbol", has become a new concept of value and a new way of life. Visual communication design, as a tool for marketing consumer goods, positively reflects the characteristics of "symbols" in people's way of life. Therefore, consumerism is the foothold of the development and change of visual communication design in this stage. (3) the conspicuous lifestyle of consumerism is a great waste of natural resources, which is not conducive to sustainable development. To establish a rational green consumption concept in line with the consumption of resources and free people from the distorted "symbol" way of life. Visual communication design is also the embodiment of visual communication design value.
【學(xué)位授予單位】：清華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：J50

【引證文獻】

相關(guān)碩士學(xué)位論文 前8條

1 劉子婷;本土文化對平面廣告設(shè)計的影響問題研究[D];長春工業(yè)大學(xué);2010年

2 胡建華;現(xiàn)代家居設(shè)計的文化解讀[D];青島理工大學(xué);2010年

3 廖娟;現(xiàn)代時裝招貼設(shè)計的藝術(shù)特征與視覺傳播研究[D];蘇州大學(xué);2011年

4 向穎;汽車品牌整合營銷傳播[D];湖北工業(yè)大學(xué);2009年

5 張紅梅;基于視覺傳達理論的建筑照明設(shè)計研究[D];中央美術(shù)學(xué)院;2010年

6 武樂;災(zāi)難性事件海報設(shè)計研究[D];河北大學(xué);2010年

7 王萍;影視海報的符號學(xué)闡釋[D];山東師范大學(xué);2010年

8 梁佩;智能卡設(shè)計的視覺語言應(yīng)用研究[D];湖南師范大學(xué);2013年

，

本文編號：2213622