【精品文档】20中英文双语广告设计专业外文文献翻译成品：广告设计中“形式、内涵、意义”的艺术意象

此文档是毕业设计外文翻译成品（ 含英文原文+中文翻译），无需调整复杂的格式！下载之后直接可用，方便快捷！本文价格不贵,也就几十块钱！一辈子也就一次的事！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,volume40,2018(如觉得年份太老，可改为近2年，毕竟很多毕业生都这样做)英文1078单词， 5478字符(字符就是印刷符)，中文1624汉字。Artistic Imagery of “Form, Spirit and Meaning” in Advertising DesignMinglei JiangAbstractThis 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.Keywordsform; spirit; meaning; artistic imagery; advertising design1INTRODUCTIONIn 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 ofthe 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“FORM, SPIRIT AND MEANING” AND ARTISTIC IMAGERY 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 ones words from the heart, then master ones will, focus on thinking and voice. Since “meaning” starts from heart, examine ones words from the heart, and then know ones 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 METHOD OF ARTISTIC IMAGERY IN ADVERTISING DESIGNThe “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 “ Separatethem” at the lower right corner clearly and simply tells the customers the function of Sunlight washing-up liquid.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 follow consciousness.4 INTEGRATING “FORM”, “SPIRIT”, AND “MEANING”, CONCEIVING THE SUBLIMATE IMAGERYThe 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 products more closer and stimulates purchasing behavior.The “artistic imagery” of advertising design is to create emotion and thoughts with proper product characteristic, age feature and cultural feature and it is a aesthetic production process based on artistic mode of thinking.5 CONCLUSIONAdvertising design transmits more a kind of cultural information than the information 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 promote 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 imagery by means of “form”, “spirit”, and “meaning”REFERENCES1 Zhang Jicheng. Brief Talk on Artistic Imagery J. China Art Weekly, June 29, 2013: version 1112 Wang Guowei, Comments on Ci Poetry M. Changchun: Jinlin Literature and History Press, 2006:2043 Li Zehou. The Path of Beauty (color print) M. Tianjin: Tianjin Social Sciences Press, 2002. 281-3124 Victor Margolin. Design Issues History, Theory and Criticism M.Beijing: China Building Industry Press, 2010. 86-2075 Guo Tie. Emotional Appeal Reading of Advertising Representation J. Industrial Design, 2012, Phase 3:92-93.译文：广告设计中“形式、内涵、意义”的艺术意象Minglei Jiang摘要本文从多部优秀中国动画作品中总结并归纳出中国传统文化中的多元化元素，根据中原地区传统文化元素在动画制作中的实际应用线索，探索实现新文化产业- 动画的民族化和本土化的途径。关键词形式，内涵，意义，艺术形象，广告设计1，引言在引导消费和传播思想的过程中，广告设计作为实现商业和文化价值的重要手段，在商品、服务和理念的整合中发挥着重要作用。 除了代表引导消费的物质需求之外，它还可以构建出表达“形式、内涵和意义”美的图像来推进商品风格和价值的展示。 本文从“形式，精神，意义”的概念入手，以广告设计为中心，以实践操作为导向，遵循意识规律，探讨“形式、内涵、意义”的“艺术形象”的美与方法。2“形式、内涵和意义”以及艺术意象 “形式、内涵和意义”的定义 “形式”是指意象的外在物理特征和形象构成的规律。 在广告设计中，“形式”是具体化的因素和设计语言，广告要注重“形式”的完整性、装饰性和象征性，注重形式之间的相互对应和相互交融，强调种类和统一性以及对称性和平衡性。 “内涵，灵魂”是精神这一块，它是对文化和精神的深刻理解，也是包容、秉性、文化内涵和神韵的象征，在此基础上， 它能引起观众进行关联和产生情感共鸣，让他们亲自到场并进行切身感受。 “意义”，意愿，是指从心里听到自己的声音，然后把控自己的意志，专注于思考和愿望。 因为“意义”是从内心开始的，要从内心里去审视自己的声音，然后就知道自己的意志。 从广告设计的角度来看，“意”是通过“形式”和“内涵”传递给观众的信息，这也是基本诉求。 “形式，内涵和意义”是三位一体的，因此在广告设计中需要采取“形式”，传达“精神”，达到“意义”。3广告设计中的艺术形象方法广告设计中的“意境”是“可以想象的”，它比“艺术意象”中的“形式，内涵和意义”要更多地却结合其他因素，达到 “形式”功能下的艺术意象的目标。A.用“形式”构思意象广告设计中的艺术形象之美首先取决于具体的“形式”，使广告内外的风格、图案、文字和色彩呈现出“形式”。如图2所示，在日常生活中，羊肉或猪肉，不论是通过油炸、炒或烤，都会使油脂附着在餐具上并难以清除。 因此，在阳光洗涤液广告中，巧妙地采用绵羊和猪的意象，而不愿意去表达肉类食品的顽固性; 对阳光洗涤液体图像与文案“分离”进行组合，他们“清晰地显示在右下角，并简单地告诉客户日光清洗液的功能。B用“内涵”构思意象广告设计中的艺术形象之美依赖于“内涵”的呈现，注重文化内涵和浪漫魅力，唤起顾客联想和情感共鸣。C 用“意义”构建意象广告设计中的艺术形象之美通过传递“意义”来激发大众的消费需求，通过广告设计传递的信息获得观众的认可。 广告设计的“意义”是诉求和理性。 在“形式”和“内涵”的影响下，“意义”是充满情感的语言、形象和背景，或增加心理附加价值或利用“光环效应”实现“艺术形象” ，以影