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图形具有丰富的可视性和视觉吸引力,是易识别和记忆的信息载体,作为创意表现元素的图形,在视觉传达过程中能够直观、生动和有效地将广告的内容和信息传达给消费者,引起消费者的心理反应,进而产生广告效应。后现代主义广告的图形以其直观、浅白、新奇、刺激的特点,迎合了大众的消费心理。我们可以从后现代主义广告图形的几大主要构成方式:重复、解构、变形、拼贴和互悖上着手,了解其基本的形态语言和创意途径。
Graphic is rich in visibility and visual appeal, is easy to identify and memory information carrier, as a creative expression of the graphic elements in the visual communication process can visually, vivid and effective advertising content and information to the consumer , Causing consumers psychological reactions, and then have an advertising effect. Post-modern advertising graphics with its intuitive, simple, novel, exciting features to cater to the public’s consumer psychology. We can start with the main compositional ways of postmodern advertising graphics: repetition, deconstruction, deformation, collage and interdependence, and understand their basic morphological language and creative approaches.