| 摘要: |
| 提出了人文精神是平面广告中除视觉要素之外的另一大精神要素， 并以平面广告中的图形为媒介， 以图形中蕴含的人文精神理念为主线， 对目前中国平面广告中的人文精神表现应遵循的原则和方法进行了阐释。从简洁生动的图形符号与用户视知觉的关系、 真实可靠的图形符号与用户心理的关系、 象征性的图形符号与用户心理的关系、 民族性和传统性的图形符号与用户心理的关系以及体现人文关怀的图形符号与用户心理的关系这 5个方面展开论述， 得出在平面广告设计的发展过程中， 只有充分体现人文精神， 才能提升广告的商业价值和文化价值。 |
| 关键词: 平面广告 人文精神 价值 |
| DOI： |
| 分类号:J524.3 |
| 基金项目:中央高校基本科研业务费专项资金资助 （DL10CC38） |
|
| Probe into the Humanistic Spirit Value in Plane Advertisement |
|
REN Li-min
|
|
Northeast Forestry University，Harbin 150040，China
|
| Abstract: |
| It pointed out that humanities spirit was another important factor of the plane advertisement. It gave detailed explanations to the using of graphics as media, and humanities spirit implied in graphics as mainline, which were the principles and methods of humanities spirit performance that ought to abide by the current Chinese plane advertisement. From five aspects such as the relationship between different characteristics of graphic symbols and the visual perception of user, as well as the mental state of user, it drew the conclusion that only if the humanities spirit fully embodied during the development process of plane advertisement, and the advertising business and culture values could be promoted. |
| Key words: plane advertisement humanistic spirit valuation |
渝公网安备 50010702501716号