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这是一个视觉传播时代,也就是麦克卢汉所说的“眼睛的社会”。~([1])视觉形象特别是以图像为中心的感性形象给人们带来了前所未有的视觉快感和审美体验。广告大师大卫·奥格威一直强调的文案的地位在日益削弱,图像正在逐步支配着受众的心理。房产广告就是最显著的例子,偌大的宣传单上充斥眼球的都是图像,文案成了点缀。然而在广告作品之中,广告图像的创作并不只是艺术性的创作,而是为了更好地去传达预期的广告信息,它是带着任务而存在的一种艺术创作。任何一个广告图像都不可能脱离文化背景而存在,创作者在创作的过程中,受众在理解认同他的过
This is an era of visual communication, which McLuhan calls “the social of the eye.” ~ ([1]) The visual image, especially the image-centric perceptual image, brings unprecedented visual pleasure and aesthetic experience to people. Advertising master David Ogilvy has been undermining the copyrighted status weakened increasingly, the image is gradually dominated the audience’s psychology. Real estate advertising is the most significant example of the huge leaflets are full of eyeballs are images, text has become embellishment. However, among the advertisement works, the creation of the advertisement image is not merely an artistic creation, but a better way to convey the expected advertisement information. It is an art creation with tasks. Any one of the advertising images are impossible to exist from the cultural background, creators in the creative process, the audience understanding of his understanding of the past