【作者】 夏雪；

【导师】 张志贤；

【作者基本信息】 东南大学 ， 艺术设计（专业学位）， 2019， 硕士

【摘要】 “符号”作为人类社会所独有的语言意象,有其自身的语汇、语义和语境,符号学是在社会人文科学范围内的一种跨学科方法论。本文主要研究的是皮尔士的符号学系统。符号是传播的基础,符号问题是传播符号理论的核心问题。传播符号理论在新媒体的环境下,基于符号的基本原则运行。与此同时,作为信息传递的媒介之一,招贴设计的内容和形式丰富多彩。本文基于传播符号理论,借鉴融合现象学、阐释学的经典理论来研究招贴设计的图形构成及视觉传达规律,是符号学方法在视觉传达设计研究领域中的创新性尝试。本文在研究传播符号理论在招贴设计原则的应用的基础上,深入调研了具有历史局限性的国产纪录片招贴的设计,最终设计出了一套符合现代视觉审美的“旧图新制”系列招贴设计。设计主要以“旧图新制”为主题,整合原有的国产纪录片招贴设计,调研现代人喜爱的招贴形式,运用传播符号理论语义、语汇、语境的传达原则,做了一系列的影视招贴设计。“旧图新制”的系列招贴是遵循统一性与传承性、创造性与适应性以及趣味性与互动性的招贴设计原则的基础上所做的应用实践。具有创新性的是,设计加入了动态招贴的设计元素,符合现代传播新媒体环境下的招贴设计的发展趋势。更多还原

【Abstract】 As a language image unique to human society,"symbol" has its own vocabulary,semantics and context.This paper focuses on the semiotic system of Peirce.Semiotics is an interdisciplinary methodology within the scope of social humanities.Symbols are the basis of communication,and symbolic issues are the core issue of the theory of propagating symbols.Propagation symbol theory operates in the context of new media,based on the basic principles of symbols.At the same time,as one of the media of information transmission,the content and form of poster design are rich and colorful.Based on the theory of communication symbols,this paper draws on the classical theory of fusion phenomenology and hermeneutics to study the graphic composition and visual communication rules of poster design.It is an innovative attempt in the field of visual communication design research.On the basis of studying the application of communication symbol theory in the design principle of posters,this paper deeply investigates the design of domestic documentary posters with historical limitations,and finally designs a series of poster designs of “old maps and new systems” that conform to modern visual aesthetics.The design is mainly based on the theme of “old map and new system”.It integrates the original domestic documentary poster design,investigates the forms of posters that modern people like,and uses the principles of communication symbolic semantics,vocabulary and context to make a series of film and television poster design.The "old map new system" series of posters is based on the principles of unity and inheritance,creativity and adaptability,and the design principles of fun and interactive poster design.Innovative is that the design incorporates the design elements of dynamic posters,in line with the development trend of poster design in the modern communication new media environment.更多还原