全球化语境下传统视觉符号在广告设计中的创新应用

The Innovative Application of Traditional Visual Symbols in Advertising Design in the Context of Globalization

中文关键词: 传统视觉符号  广告设计  符号学  文化

英文关键词: traditional visual symbol  advertising design  semiotics  culture

中文摘要:

      目的 主要研究全球化语境下传统视觉符号在广告设计中的运用，并基于罗兰巴特的符号学理论，从传统视觉符号的外在造型语言和内在寓意对其应用意义和价值进行分析，探讨现代广告设计中传统视觉符号的创新应用，以提升其内涵性应用价值。方法 从传统视觉符号的分类和文化属性出发，总结传统视觉符号在广告设计中的应用现状;根据罗兰.巴特的符号学理论，对部分广告设计作品中传统视觉符号的外延表现和语义内涵进行分析，并从时代性、象征性、功能性3个方面对其在现代广告设计应用中的意义和价值进行探析;进而以相关的设计案例为指引，分别从“形”“意”两个方面对传统视觉符号在现代广告设计中的创新应用展开探究，分析其未来发展方向及有效途径。结论 全球化为现代广告设计提供多元文化资源的同时，也对中国本土文化符号的传播产生了强烈的冲击，因此自觉传承传统视觉符号成为当代广告设计中不容忽视的要点。以“形”“意”为契机将传统视觉符号应用于广告设计中，结合现代审美及视觉设计手段，通过形的提炼再造、意的借用糅合等路径对传统视觉符号进行现代化设计表达，创造出更具有中国文化内涵的广告作品，发展和弘扬中国传统文化，充分体现中国传统文化与现代商业文化的融合。

英文摘要:

      This paper aims to study the application of traditional visual symbols in advertising design in the context of globalization, analyze the significance and value of the application of traditional visual symbols from the perspective of the external modeling language and the internal implication based on Roland Barthes’ semiotics theory, and explore the innovative application of traditional visual symbols in modern advertising design to enhance the value of its connotation application. Based on the classification and cultural attributes of traditional visual symbols, the application status of traditional visual symbols in advertising design was summarized. According to the semiotics theory of Roland Barthes, this paper analyzed the denotation and semantic connotation of traditional visual symbols in some advertising design works, and probed into the significance and value of their application in modern advertising design from three aspects of time, symbolism and functionality. Then, guided by relevant design cases, this paper explored the innovative application of traditional visual symbols in modern advertising design from two aspects of “form” and “meaning”, and analyzed its future development direction and effective ways. Globalization provides diversified cultural resources for modern advertising design, but also has a strong impact on the dissemination of Chinese local cultural symbols, so consciously inheriting traditional visual symbols has become a key point that cannot be ignored in contemporary advertising design. As the “form” and “meaning” as an opportunity to the traditional visual symbols used in the advertisement design, combined with the modern aesthetic and visual design method, through the form of refined reengineering, the path to the traditional visual symbols to borrow mix expression, modern design can create more advertising works with Chinese culture connotation, development and carry forward the Chinese traditional culture, and fully embodies the Chinese traditional culture and modern business culture.