20中英文雙語廣告設計專業(yè)外文文獻翻譯成品廣告設計中“形式、內涵、意義”的藝術意象

1、<p>　　外文標題：Artistic Imagery of “Form, Spirit and Meaning” in Advertising Design</p><p>　　外文作者：Minglei Jiang</p><p>　　文獻出處:Advances in Social Science,Education and Humanities Research,volume

2、40,2016</p><p>　　英文1078單詞， 5478字符，中文1624漢字。</p><p>　　此文檔是外文翻譯成品，無需調整復雜的格式哦！下載之后直接可用，方便快捷！只需二十多元。</p><p>　　Artistic Imagery of “Form, Spirit and Meaning” in Advertising Design</p&

3、gt;<p>　　Minglei Jiang</p><p>　　Abstract—This article summarizes and sorts out diversified elements of Chinese traditional culture from multiple outstanding Chinese animation works, and following th

4、e clue of the practical application of Central Plains traditional cultural elements in animation making, explores the approach of realizing nationalization and localization for the new cultural industry – animation.&

5、lt;/p><p>　　Keywords—form; spirit; meaning; artistic imagery; advertising design</p><p>　　1INTRODUCTION</p><p>　　In the process of guiding consumption and transmitting ideas, advertisi

6、ng design, as an important method for the realization of commercial and cultural value, plays an important role integrated the commodities, services and ideas. Beside representing the material demands to guide consumptio

7、n, it can construct imagery expressing the beauty of “form, spirit and meaning” to promote the style and value of</p><p>　　the commodity. This article starts with the concepts of “form, spirit and meaning”,

8、focuses on advertising design, explores the beauty and method of “artistic imagery ” of “ form, spirit and meaning”, for operation in practice and the purpose of guiding consumption and following consciousness e

9、ffectively.</p><p>　　2“FORM, SPIRIT AND MEANING” AND ARTISTIC IMAGERY</p><p>　　Definition of “Form, Spirit and Meaning”</p><p>　　“Form” refers to the external physical characteristi

10、c of image and rule of image constitution. In advertising design, “form” is a materialized factor and a design language, the advertisement shall pay attention to the integrality, decoration and symbolism of “ form ” ,

11、 focus on the mutual correspondence and comity cross between forms and emphasize the variety and unity as well as the symmetry and balance.</p><p>　　“Spirit, the soul” means the place of spirit, which is a d

12、eep comprehension on the culture and spirit as well as the epitome of the tolerance, temper, cultural connotation and romantic charm, and based on which, it can recall the audiences’ association and emotion resonance and

13、 make them be personally on the scene and feel the emotion.</p><p>　　“Meaning”, the will, means hearing one’s words from the heart, then master one’s will, focus on thinking and voice. Since “meaning” star

14、ts from heart, examine one’s words from the heart, and then know one’s will. From the view of advertising design, “ meaning ” is the information transmitting to the audiences through “form” and “spirit”, which is al

15、so the appeal and sense.</p><p>　　“Form, spirit and meaning” are Trinitarian, hence, taking the “ form” , transmitting the “ spirit” and reaching the “meaning” are required in advertising design.</

16、p><p>　　3 METHOD OF ARTISTIC IMAGERY IN ADVERTISING DESIGN</p><p>　　The “artistic conception” in advertising design is “imaginable”, which is more the unification of “form, spirit and meaning” in

17、“artistic imagery” than a combination of factors, and reaches the purpose of artistic imagery under the function of “form, spirit and meaning”.</p><p>　　Conceiving Imagery with “Form”</p><p>　　T

18、he beauty of artistic imagery in advertising design firstly depends on concrete “ form ” , making the style, pattern, words and colors combined in and out of the advertising to present “form”.</p><p>　　As sh

19、own in fig.2, in daily life, mutton or pork, no matter by means of frying, stir-frying or toasting, will leave grease difficult to clean attaching to the tableware. Hence, in the Sunlight washing-u liquid ad, it ingeniou

20、sly adopts the form of sheep and pig overbearing or unwilling to leave to express the stubbornness of meat food; the combination of Sunlight washing-up liquid image with the copywriting “ Separate</p><p>　　t

21、hem” at the lower right corner clearly and simply tells the customers the function of Sunlight washing-up liquid.</p><p>　　B Conceiving Imagery with “Spirit”</p><p>　　The beauty of arti

22、stic imagery in advertising design relies on the rendering of “ spirit ” , focuses on the cultural connotation and romantic charm and recall the customers’ association and emotional resonance.</p><p>　　C Con

23、ceiving Imagery of “Meaning”</p><p>　　The beauty of artistic imagery in advertising design stimulates the consumption demands of the mass through transmitting “meaning” and promotes the information transmitt

24、ed by advertising design to acquire the audiences’ acknowledgement. The “meaning” of advertising design is appeal and reason. Under the bearing of “form” and “spirit”, “meaning” works on the excitement of audiences’ dem

25、ands with emotion-filled language, image and background, or increasing psychical additional value or utilizing </p><p>　　4 INTEGRATING “FORM”, “SPIRIT”, AND “MEANING”, CONCEIVING THE SUBLIMATE IMAGERY</p

26、><p>　　The process of advertising design is to “conceive imagery”, and through “form”, “spirit”, and “meaning”, the “imagery” of advertising design makes the psychological distance between customers and product

27、s more closer and stimulates purchasing behavior.</p><p>　　The “artistic imagery” of advertising design is to create emotion and thoughts with proper product characteristic, age feature and cultural feature

28、and it is a aesthetic production process based on artistic mode of thinking.</p><p>　　5 CONCLUSION</p><p>　　Advertising design transmits more a kind of cultural information than the information

29、 of product, service and thought. It builds deep artistic conception with art language of “form”, “spirit”, and “meaning” to effectively exhibit the abundant connotation and implication of product to the audience and pro

30、mote purchasing behavior and follow consciousness. As an excellent designer, one shall be good at the artistic imagery method of advertising design and strengthen the beauty of advertisement imag</p><p>　　RE

31、FERENCES</p><p>　　Zhang Jicheng. Brief Talk on Artistic Imagery [J]. China Art Weekly, June 29, 2013: version 111</p><p>　　Wang Guowei, Comments on Ci Poetry [M]. Changchun: Jinlin Literature an

32、d History Press, 2006:204</p><p>　　Li Zehou. The Path of Beauty (color print) [M]. Tianjin: Tianjin Social Sciences Press, 2002. 281-312</p><p>　　Victor Margolin. Design Issues – History, Theory

33、 and Criticism [M].</p><p>　　Beijing: China Building Industry Press, 2010. 86-207</p><p>　　Guo Tie. Emotional Appeal Reading of Advertising Representation [J]. Industrial Design, 2012, Phase 3:9

34、2-93.</p><p>　　廣告設計中“形式、內涵、意義”的藝術意象</p><p>　　Minglei Jiang</p><p><b>　　摘要</b></p><p>　　本文從多部優(yōu)秀中國動畫作品中總結并歸納出中國傳統文化中的多元化元素，根據中原地區(qū)傳統文化元素在動畫制作中的實際應用線索，探索實現新文化產業(yè)

35、- 動畫的民族化和本土化的途徑。</p><p><b>　　關鍵詞</b></p><p>　　形式，內涵，意義，藝術形象，廣告設計</p><p><b>　　1，引言</b></p><p>　　在引導消費和傳播思想的過程中，廣告設計作為實現商業(yè)和文化價值的重要手段，在商品、服務和理念的整合中

36、發(fā)揮著重要作用。 除了代表引導消費的物質需求之外，它還可以構建出表達“形式、內涵和意義”美的圖像來推進商品風格和價值的展示。 本文從“形式，精神，意義”的概念入手，以廣告設計為中心，以實踐操作為導向，遵循意識規(guī)律，探討“形式、內涵、意義”的“藝術形象”的美與方法。</p><p>　　2“形式、內涵和意義”以及藝術意象</p><p>　　“形式、內涵和意義”的定義</p>

37、<p>　　“形式”是指意象的外在物理特征和形象構成的規(guī)律。 在廣告設計中，“形式”是具體化的因素和設計語言，廣告要注重“形式”的完整性、裝飾性和象征性，注重形式之間的相互對應和相互交融，強調種類和統一性以及對稱性和平衡性。</p><p>　　“內涵，靈魂”是精神這一塊，它是對文化和精神的深刻理解，也是包容、秉性、文化內涵和神韻的象征，在此基礎上， 它能引起觀眾進行關聯和產生情感共鳴，讓他們親自到場并

38、進行切身感受。</p><p>　　“意義”，意愿，是指從心里聽到自己的聲音，然后把控自己的意志，專注于思考和愿望。 因為“意義”是從內心開始的，要從內心里去審視自己的聲音，然后就知道自己的意志。 從廣告設計的角度來看，“意”是通過“形式”和“內涵”傳遞給觀眾的信息，這也是基本訴求。</p><p>　　“形式，內涵和意義”是三位一體的，因此在廣告設計中需要采取“形式”，傳達“精神”，達到

39、“意義”。</p><p>　　3廣告設計中的藝術形象方法</p><p>　　廣告設計中的“意境”是“可以想象的”，它比“藝術意象”中的“形式，內涵和意義”要更多地卻結合其他因素，達到 “形式”功能下的藝術意象的目標。</p><p>　　A.用“形式”構思意象</p><p>　　廣告設計中的藝術形象之美首先取決于具體的“形式”，使廣告內

40、外的風格、圖案、文字和色彩呈現出“形式”。</p><p>　　如圖2所示，在日常生活中，羊肉或豬肉，不論是通過油炸、炒或烤，都會使油脂附著在餐具上并難以清除。 因此，在陽光洗滌液廣告中，巧妙地采用綿羊和豬的意象，而不愿意去表達肉類食品的頑固性; 對陽光洗滌液體圖像與文案“分離”進行組合，他們“清晰地顯示在右下角，并簡單地告訴客戶日光清洗液的功能。</p><p>　　B用“內涵”構思意象

41、</p><p>　　廣告設計中的藝術形象之美依賴于“內涵”的呈現，注重文化內涵和浪漫魅力，喚起顧客聯想和情感共鳴。</p><p>　　C 用“意義”構建意象</p><p>　　廣告設計中的藝術形象之美通過傳遞“意義”來激發(fā)大眾的消費需求，通過廣告設計傳遞的信息獲得觀眾的認可。 廣告設計的“意義”是訴求和理性。 在“形式”和“內涵”的影響下，“意義”是充滿情感的

42、語言、形象和背景，或增加心理附加價值或利用“光環(huán)效應”實現“藝術形象” ，以影響觀眾對產品，服務和理念的印象，產生巨大的能量和社會影響力，從而按照形成的意識實現購買行為。</p><p>　　4整合“形式”、“內涵”和“意義”，構思新興的意象</p><p>　　廣告設計的過程是“構思意象”，通過“形式”、“內涵”和“意義”，廣告設計中的“意象”使顧客和產品之間的心理距離更加接近，并激發(fā)購

43、買行為。</p><p>　　廣告設計的“藝術形象”是創(chuàng)造具有適當產品特征、時代特征和文化特征的情感和思想，是一種基于藝術思維審美方式產生的過程。</p><p><b>　　5結論</b></p><p>　　廣告設計中，相比產品、服務和思想信息傳遞，它更多的是一種文化信息傳遞。 以“形式”、“內涵”、“意義”等藝術語言構筑深厚的意境，有效地

44、向觀眾展示產品的豐富內涵和意蘊，按照意愿促進購買行為。 作為一名優(yōu)秀的設計師，應善于利用“形式”、“內涵”、“意義”等方法，利用廣告設計的藝術形象方法，增強廣告意象的美感。</p><p><b>　　參考文獻</b></p><p>　　Zhang Jicheng. Brief Talk on Artistic Imagery [J]. China Art Week

45、ly, June 29, 2013: version 111</p><p>　　Wang Guowei, Comments on Ci Poetry [M]. Changchun: Jinlin Literature and History Press, 2006:204</p><p>　　Li Zehou. The Path of Beauty (color print) [M].

46、Tianjin: Tianjin Social Sciences Press, 2002. 281-312</p><p>　　Victor Margolin. Design Issues – History, Theory and Criticism [M].</p><p>　　Beijing: China Building Industry Press, 2010. 86-207&l