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随着世界经济的发展和传媒技术的进步,一个读图时代己经来临,这种读图文化既与符号学有着密切联系,也深刻反映了消费文化主义在视觉传达领域的巨大影响。一方面是世界经济的一体化,这种宏观背景也带来了读图时代的世界一体化,图像符号的生产与消费必然也是世界性的;另一方面是视觉文化的影响力日益增强,并由此衍生出一种消费图像符号的视觉体验。由于对图形符号的语境缺乏理解,在广告传达中出现了图形符号的文化冲突,都引起了超越商业范畴的文化冲突。本文正是以消费文化形态为研究背景,以符号学的理论成果为指导,正确处理商业图像符号与诉求对象文化背景的关系,研究商业图形如何有效的实现产品与消费者的对话,更有效地实现在商业文化领域中视觉符号的传达目的。
With the development of the world economy and the progress of media technology, a reading age has come. This kind of reading culture has close relationship with semiotics and profoundly reflects the great influence of consumer culture in the field of visual communication. On the one hand, it is the integration of the world economy. This macro-background also brings about the integration of the world in the era of reading. The production and consumption of image signs are bound to be worldwide. On the other hand, the influence of visual culture is increasing day by day. The result is a visual experience of consuming graphic symbols. Due to a lack of understanding of the context of pictorial symbols, cultural clashes of pictorial symbols appeared in advertisements, all resulting in cultural clashes that transcend commercial areas. Based on the study of consumer culture, this dissertation takes the theoretical achievements of semiology as the guide, correctly deals with the relationship between the commercial image symbol and the cultural background of the appealing object, and studies how the business graphics can effectively achieve the dialogue between the product and the consumer. It is more effective To achieve the purpose of visual symbols in the field of business culture.