户外广告设计中符号语境的构建  

Construction of Symbol Context in Outdoor Advertising Design

作　　者：关晓琳[1] 

机构地区：[1]洛阳师范学院,洛阳471022

出　　处：《包装工程》2014年第20期102-105,共4页Packaging Engineering

基　　金：河南省软科学研究计划项目(132400410771)

摘　　要：目的探究户外广告设计中的符号语境的构建方法。方法分析户外广告设计的特点,通过具体的案例,用符号学的原理来分析广告符号与环境的关系,探索户外广告设计中符号语境的构建方法。结论将广告符号与环境结合在一起,能够达到户外广告的理想宣传效果,充分开发广告设计中的元素和符号,能够将广告设计中的美学原理和价值内涵体现出来。同时利用联系等手段,创新性地设计户外广告,能够将户外广告的信息传播功能完美地显现出来。Objective In order to search the method of symbol context in outdoor advertising. Methods Through the analysis of the characteristics of the outdoor advertising design,the theory of semiotics are used to treat advertising signs and environmental factors and carry on the example analysis on the relationship between context and symbols. Conclusion If the advertising symbols and the environment can be connected together,the ideal propaganda effect can be revealed by the outdoor advertising,and with the fulfillments of advertisement design elements and symbols,it makes the aesthetic principle and the value connotation in advertising design reflecting in a mirror. At the same time,by using the connection means and the innovative design of outdoor advertising,outdoor advertising information dissemination function can be perfectly revealed to the people.

关 键 词：户外广告设计 符号学 符号语境 广告元素 

分 类 号：J524.3[艺术—艺术设计]