毕业设计（论文）-爱家家具公司企业形象宣传画册设计.doc

焦 作 大 学 毕 业 论 文（设计） 题 目： 论广告的视觉传达效果-爱家家具公司企业形象宣传画册设计 学 号： 姓 名： 年 级： 2012 系 别： 艺术系 专 业： 电脑艺术设计 指导教师： 完成日期： 2015 年 6 月 1 日 论广告的视觉传达效果 摘要 随着人类文明的进步，社会发展的日新月异，广告成为企业开拓市场、树立品牌、促进销售的重要手段，因此广告的设计也越来越专业化，广告设计者就越来越注重广告设计的视觉传达。而且广告呈现出明显的符号化倾向，在企业和消费者之间承担着媒介作用——企业可以通过广告把自己的产品更直接地向消费者作 宣传，缔造一个让消费者更易接受的视觉神话，体现出产品独特的个性。同时，广告更能形成品牌效应，带给企业更加可观的经济利益。 随着广告媒体艺术的迅速的发展,使得人们对于广告的层次要求更加深远,在广告自身在向大众展示其宣传内容的同时,更加追求广告设计的创新性、吸引力以及视觉的冲击效果。因此视觉传达设计越来越受到广大媒体的重视,而色彩作为视觉传达设计的一个重要元素,其蕴藏的作用和力量是无穷的。 本文从视觉传达的角度,对广告设计中不同技巧的运用进行探究,旨在解决在具体的视觉传达设计中应如何彻底理解广告艺术,从而创造出出色的作品。 关键词：广告；视觉传达；符号化；色彩； 全套设计加扣?3012250582 Abstract With the progress of human civilization and the rapid social development, advertising has become an important means of enterprises to develop new markets, establish a brand, promote sales the, so advertising design is more and more specialized, advertisers will focus more on visual communication of advertisement design. And ad showing a clear tendency of symbols, between the enterprise and consumers bear the role of the media, the enterprise can through advertising to their products directly to consumers for publicity, create a more acceptable to consumers of visual myth, reflect the unique personality of the product. At the same time, advertising can form the brand effect more, bring the enterprise more considerable economic benefits. With the rapid development of the art of advertising media, the people for the level of advertising requirements more far-reaching in its advertising to show the public the propaganda content at the same time, more the pursuit of advertisement design innovation, attraction and visual impact. Therefore, the visual communication design is increasingly subject to the media attention, and color as an important element of visual communication design, its role and power is infinite. In this paper, from the visual point of view, the use of diffe