漫画在平面广告设计中的运用研究-艺术设计专业毕业论文.docxVIP

万方数据 万方数据 摘 要 本文以漫画平面广告为研究对象，通过对漫画的定义、特点以及其与平面广 告设计之间关系的分析研究，基于受众的视角，通过文献研究和举例分析国内外 漫画运用于平面广告的优秀案例与成功实践，探索了漫画元素和表现手法在平面 广告中的运用，以及漫画在平面广告设计中的应用现状与存在问题，并提出了漫 画运用于平面广告设计的一些思考和要求，意图阐释漫画运用于平面广告的优势 和作用，为在平面广告中更好地运用漫画提供方法。 随着漫画商业化的进展,漫画与商业的联系日益紧密，漫画在平面广告作品中 的运用形式越来越多元，运用范围也越来越广泛。本文研究认为漫画具有夸张、 幽默、讽刺、通俗等特点，与平面广告有功能与形式手法上的共同点又有个性的 区别，因而能与平面广告互相融合借鉴。漫画平面广告相对于传统平面广告，更 容易让消费者有好感和认同感，更易于产品的诉求和情感表达，能强化商品和服 务的感染力，具有长久的生命力。现阶段漫画运用于平面广告中主要是漫画的种 种元素如会话气泡、拟声词、卡通形象、场景，还有讽刺、幽默、夸张等表现手 法。漫画的运用丰富了平面广告的表现形式，但也存在一些问题，漫画平面广告 的创作需要遵守漫画本身创作的要求，也需要遵循平面设计的创作原则。漫画以 其独特的个性特点被商家看好，被受众喜爱，与平面广告的结合对漫画和平面广 告的发展都有着积极作用。 关键词：漫画；平面广告；元素；表现手法 I Abstract Based on the cartoon graphic advertisement as the research object, this article researches on the definition and features of cartoon, analysis on the relationship between cartoon and graphic advertisement. This article based on the perspective of the audience, throughing literature study and analysis of outstanding cases through domestic and international cartoon in graphic advertisements and successful practice, explores the use of cartoon elements and techniques of expression in the in graphic advertisement, discusses the current application situation in graphic advertisement design cartoon and problems, and puts forward some thinking and requirements. This article intends to advantage and to explain using cartoon advertisement campaigns, and provide methods for the better use of cartoon in graphic advertisements. With the development of cartoon commercial, cartoon and business become more closely linked. The application of cartoon in graphic advertisement become more diverse. The scope of application is more and more widely. This article argues that the cartoon has some features: exaggeration, humor, satire, and popular. Cartoon and graphic advertisement are similarities in function and technique and differences in personality, so they can fuse and reference. Advertisement which used cartoon compared with traditional graphic advertisement, the former let c