文档介绍：图形的隐喻性及其在现代广告中的应用研究
论文题目:图形的隐喻性及其在现代广告中的应用研究
专业:设计艺术学
硕士生:候进
指导教师:
摘要
图形在艺术设计中是一种信息传达的载体,当今,图形语言作为信息传达的重要工
具,图形不仅能准确直观的传达信息,调动视觉积极性,还能通过含蓄、委婉、深刻、
富有寓意性的语义影响受众的心理接受过程,其中图形的隐喻性发挥了重要作用。图形
的隐喻性语言因其强烈的视觉冲击力和说服力,已成为图形创意的一种有效方法。隐喻
作为一种修辞手法、一种认知方式、一种思维方法,是现代设计不可或缺的创作手段。
本文以隐喻概念为切入点,主要从图形隐喻性设计和图形隐喻语言表达两方面入
手,来探讨图形隐喻性在现代广告中的应用问题。首先回顾了前人对隐喻的研究概况,
在参考中西方对隐喻理论研究基础上分析隐喻与图形设计的关系,其中探讨了图形的隐
喻性设计概念、图形隐喻性生成过程以及隐喻图形的符号性、文化延展和情感性等。第
二部通过理论与实例相结合阐述了图形隐喻语言表达问题,分别对图形隐喻语言表达的
分类、认知发展模式以及特征进行了详细的分析,以期发掘出图形隐喻性的生成、认知
规律及其语言优势,有助于设计师利用图形隐喻语言的优势提升对图形的设计能力,促
进图形语义及信息在现代广告中的准确传达,为艺术设计的创作活动起到积极的推动作
用。
关键词:隐喻图形隐喻性符号图形设计
研究类型:实践类应用研究
I
图形的隐喻性及其在现代广告中的应用研究
Subject: Graphic metaphor & its application study in modern
advertising design
Specalty: Subject of design
Name:
Instructor:
ABSTRACT
Graph is a kind of munication carrier in art design. Nowadays, graphic
language could not municate information accurately and directly and stimulate
enthusiasm of the vision, but also influence audiences’ acceptation process with its implicit
and profound meaning. During the process, the metaphor of graphics plays an important role
in it. The metaphor language of graphics has already been an efficiency way in graphic
design creations. Metaphor is a must in modern design creation as it’s a rhetorical device, a
cognitive and a way of thinking.
Taking the concept of metaphor as the breakthrough point in this paper, it starts from the
metaphorical graphic design and the metaphorical language of graph to discuss the
application of the metaphorical of graph in modern advertising. Firstly, it previews the
overview of the previous research on metaphor and analysis the relationship between
metaphor and graphic design on the base of metaphor theory both in China and Western
countries. During it, it researches the concept of the metaphorical graphic design, the
generation process of metaphorical graph and the its symb