發(fā)布時(shí)間：2018-10-29 19:55

【摘要】：隨著信息技術(shù)的不斷發(fā)展,新媒體對(duì)傳統(tǒng)的廣告媒介形式產(chǎn)生了強(qiáng)烈的沖擊,傳統(tǒng)媒介需要進(jìn)行創(chuàng)新以適應(yīng)時(shí)代的要求。同時(shí),社會(huì)經(jīng)濟(jì)的發(fā)展使人們對(duì)廣告的審美趨向發(fā)生了改變,視覺(jué)消費(fèi)方式也呈現(xiàn)出了更為多元化的特點(diǎn)。為了適應(yīng)客觀條件的變化,平面廣告設(shè)計(jì)不斷進(jìn)行突破創(chuàng)新,展現(xiàn)出了空間立體化、元素多樣化、手段多元化、思維創(chuàng)新化等特點(diǎn),由此產(chǎn)生了多維化平面廣告設(shè)計(jì),本文對(duì)其中的創(chuàng)意方法進(jìn)行了重點(diǎn)研究。多維化平面廣告設(shè)計(jì)是一個(gè)相對(duì)創(chuàng)新的概念,尚沒(méi)有較為成型的理論體系。本文結(jié)合“多維化平面設(shè)計(jì)”與“平面廣告創(chuàng)新設(shè)計(jì)”的相關(guān)課題研究,對(duì)多維化平面廣告設(shè)計(jì)的概念、成因、傳播特征、價(jià)值等內(nèi)容進(jìn)行了梳理。并從國(guó)內(nèi)外平面設(shè)計(jì)大師的作品中探尋多維化的創(chuàng)意啟示,結(jié)合對(duì)創(chuàng)意思維和創(chuàng)意原則的歸納,為研究本課題的核心部分——多維化平面廣告設(shè)計(jì)的創(chuàng)意方法打下基礎(chǔ)。本文通過(guò)分析國(guó)內(nèi)外大量創(chuàng)新廣告案例,總結(jié)歸納出五種多維化平面廣告設(shè)計(jì)的創(chuàng)意方法,其中包括與環(huán)境結(jié)合、與人互動(dòng)以及進(jìn)行動(dòng)態(tài)展現(xiàn)等創(chuàng)新內(nèi)容。文章最后通過(guò)完成實(shí)際的設(shè)計(jì)案例,驗(yàn)證了多維化創(chuàng)意方法的可行性。多維化創(chuàng)意方法是對(duì)現(xiàn)有平面廣告設(shè)計(jì)理論的重要補(bǔ)充,有助于拓寬平面廣告設(shè)計(jì)的研究空間。本文強(qiáng)調(diào)了平面廣告設(shè)計(jì)與廣告載體、空間環(huán)境、受眾之間的相互結(jié)合,總結(jié)出了較為詳細(xì)、具體的創(chuàng)意方法,為設(shè)計(jì)者提供了理論支撐與實(shí)踐依據(jù)。多維化平面廣告設(shè)計(jì)的課題還很多內(nèi)容可以進(jìn)行拓展研究,伴隨著時(shí)代的發(fā)展,將會(huì)有更多的新思維、新媒介、新技術(shù)融入到創(chuàng)意方法當(dāng)中,設(shè)計(jì)者應(yīng)以發(fā)展的眼光,不斷補(bǔ)充完善多維化的設(shè)計(jì)理論,努力探索平面廣告創(chuàng)新設(shè)計(jì)的更多可能性。
[Abstract]:With the continuous development of information technology, the new media has a strong impact on the traditional advertising media form, traditional media need to innovate to meet the requirements of the times. At the same time, with the development of social economy, the aesthetic trend of advertising has been changed, and the visual consumption mode is more diversified. In order to adapt to the change of objective conditions, the graphic advertising design has been innovating constantly, showing the characteristics of three-dimensional space, diversified elements, diversified means, innovative thinking and so on, which has resulted in multi-dimensional graphic advertising design. This paper focuses on the creative methods. Multi-dimensional graphic advertising design is a relatively innovative concept, there is no more formative theoretical system. This paper combs the concept, causes, communication characteristics and value of the multidimensional graphic design with the research of the related topics of "the multi-dimensional graphic design" and "the creative design of print advertising". And from the domestic and foreign graphic design master works to explore the multi-dimensional creative inspiration, combined with the creative thinking and creative principles of induction, for the study of the core part of this topic, the creative method of multi-dimensional graphic advertising design lay the foundation. By analyzing a large number of innovative advertising cases at home and abroad, this paper summarizes five creative methods of multi-dimensional graphic advertising design, including the combination with environment, interaction with people and dynamic presentation. Finally, the feasibility of multi-dimensional creative method is verified by a practical design case. Multi-dimensional creative method is an important supplement to the existing theory of print advertising design, which is helpful to broaden the research space of print advertising design. This paper emphasizes the combination of graphic advertising design and advertising carrier, space environment and audience, summarizes the detailed and concrete creative methods, and provides theoretical support and practical basis for designers. With the development of the times, there will be more new thinking, new media and new technology into the creative methods. Designers should take a developmental view. Continue to supplement and improve the multidimensional design theory, and strive to explore more possibilities of creative design of print advertising.
【學(xué)位授予單位】：北京建筑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J524.3

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本文編號(hào)：2298652