广告设计中“形式、内涵、意义”的艺术意象:中英文双语广告设计专业外文文献翻译成品.docx
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外文标题:
Artistic Imagery of “Form, Spirit and Meaning”in
Advertising Design
外文作者:
Minglei Jiang
文献出处:
Advances in Social Science,Education and
Humanities Research,volume40,2016
英文1078单词,5478字符,中文1624汉字。
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Artistic Imagery of “Form, Spirit and
Meaning”in Advertising Design
Minglei Jiang
Abstract—This article summarizes and sorts out diversified elements of Chinese traditional culture
from multiple outstanding Chinese animation works, and following the 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.
Keywords—form; spirit; meaning; artistic imagery; advertising design
1I NTRODUCTION
In the process of guiding consumption and transmitting ideas, advertising 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 consumption, it can
construct imagery expressing the beauty of “form, spirit and meaning”to promote the style and value of
the commodity.This article starts with the concepts of “form, spirit and meaning”, 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 effectively.
2“F ORM , S PIRIT A ND M EANING ”A ND A RTISTIC I MAGERY
A.Definition of “Form, Spirit and Meaning”
“Form”refers to the external physical characteristic 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 ”, focus on the mutual
correspondence and comity cross between forms and emphasize the variety and unity as well as the
symmetry and balance.
“Spirit, the soul”means the place of spirit, which is a deep 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 make them be
personally on the scene and feel the emotion.
“Meaning”, the will, means hearing one’s words from the heart, then master one’s will, focus on
thinking and voice.Since “meaning”starts 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 also the appeal and sense.
“Form, spirit and meaning”are Trinitarian, hence, taking the “ form”, transmitting the
“ spirit”and reaching the “meaning”are required in advertising design.
3 M ETHOD O F A RTISTIC I MAGERY I N A DVERTISING D ESIGN
The “artistic conception”in advertising design is “imaginable”, which is more the unification of
“form, spirit and meaning”in “artistic imagery”than a combination of factors, and reaches the
purpose of artistic imagery under the function of “form, spirit and meaning”.
A.Conceiving Imagery with “Form”
The 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”.
As shown 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 ingeniously 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
them”at the lower right corner clearly and simply tells the customers the function
of Sunlight washing-up liqui
D.
B Conceiving Imagery with “Spirit”
The beauty of artistic 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.
C Conceiving Imagery of “Meaning”
The beauty of artistic imagery in advertising design stimulates the consumption demands of the
mass through transmitting “meaning”and promotes the information transmitted 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’demands with emotion-filled language, image and background, or increasing psychical
additional value or utilizing “ halo effect”to realize “artistic imagery”, so as to
influence the impression of audiences on products, services and ideas, produce great power and
social impact as well as realize purchasing behavior or fol