外文翻譯文獻(xiàn)

1、藝術(shù)性與觀察傳達(dá)設(shè)計(jì)藝術(shù)性是指人們反映社會(huì)生活和表達(dá)思想感情所體現(xiàn)的美好表現(xiàn)程度。藝術(shù)性的詞語常出現(xiàn)在文化領(lǐng)域。藝術(shù)性作為對(duì)一部藝術(shù)作品 HYPERLINK /view/658397.htm藝術(shù)價(jià)值的衡量標(biāo)準(zhǔn)，主要是指在藝術(shù)處理、藝術(shù)表現(xiàn)方面所達(dá)到的完美程度，主要包括：藝術(shù)形象的鮮明具體性和典型性；藝術(shù)情節(jié)的生動(dòng)性和曲折性；藝術(shù)結(jié)構(gòu)的嚴(yán)謹(jǐn)性和完整性；藝術(shù)語言的準(zhǔn)確性和鮮明性；藝術(shù)手法的精當(dāng)性和 HYPERLINK /view/826610.htm多樣性；藝術(shù)表現(xiàn)的民族性和獨(dú)創(chuàng)性等。各門藝術(shù)的藝術(shù)性的表現(xiàn)是不同的。 HYPERLINK /view/386896.htm視覺傳達(dá)設(shè)計(jì)這一術(shù)語流行于1

2、960年在 HYPERLINK /view/1554.htm日本東京舉行的世界設(shè)計(jì)大會(huì)，其內(nèi)容包括：報(bào)刊環(huán)境 HYPERLINK /view/6768.htm視覺設(shè)計(jì)雜志、招貼 HYPERLINK /view/30610.htm海報(bào)及其他印刷宣傳物的設(shè)計(jì)，還有 HYPERLINK /view/2382.htm電影、電視、電子廣告牌等 HYPERLINK /view/97103.htm傳播媒體，它們把有關(guān)內(nèi)容傳達(dá)給眼睛從而進(jìn)行造型的表現(xiàn)性設(shè)計(jì)統(tǒng)稱為視覺傳達(dá)設(shè)計(jì)電影海報(bào)，簡(jiǎn)而言之，視覺傳達(dá)設(shè)計(jì)是“給人看的設(shè)計(jì)，告知的設(shè)計(jì)起源: 從視覺傳達(dá)設(shè)計(jì)的發(fā)展進(jìn)程來看，在很大程度上，它是興起于19世紀(jì)中葉歐美

3、的印刷美術(shù)設(shè)計(jì)的擴(kuò)展與延伸。隨著科技的日新月異，以電波和網(wǎng)絡(luò)為媒體的各種技術(shù)飛速發(fā)展，給人們帶來了革命性的視覺體驗(yàn)。而且在當(dāng)今瞬息萬變的信息社會(huì)中，這些傳媒的影響越來越重要。設(shè)計(jì)表現(xiàn)的內(nèi)容已無法涵蓋一些新的信息傳達(dá)媒體，因此，視覺傳達(dá)設(shè)計(jì)便應(yīng)運(yùn)而生特點(diǎn)： HYPERLINK /view/386896.htm視覺傳達(dá)設(shè)計(jì)是通過視覺 HYPERLINK /view/296558.htm媒介表現(xiàn)并傳達(dá)給觀眾的設(shè)計(jì)，體現(xiàn)著設(shè)計(jì)的 HYPERLINK /view/2030328.htm時(shí)代特征圖形設(shè)計(jì)和豐富的內(nèi)涵，其領(lǐng)域隨著 HYPERLINK /view/35755.htm科技的進(jìn)步、新能源的出現(xiàn)和產(chǎn)

4、品材料的開發(fā)應(yīng)用而不斷擴(kuò)大，并與其他領(lǐng)域相互交叉，逐漸形成一個(gè)與其他視覺媒介關(guān)聯(lián)并相互協(xié)作的設(shè)計(jì)新領(lǐng)域。其內(nèi)容包括：印刷設(shè)計(jì)、書籍設(shè)計(jì)、展示設(shè)計(jì)、影像設(shè)計(jì)、 HYPERLINK /view/2344052.htm視覺環(huán)境設(shè)計(jì)、（即公共生活空間的標(biāo)志及公共環(huán)境的 HYPERLINK /view/763823.htm色彩設(shè)計(jì)）等。視覺傳達(dá)設(shè)計(jì)多是以印刷物為媒介的 HYPERLINK /view/9435.htm平面設(shè)計(jì)，又稱 HYPERLINK /view/862069.htm裝潢設(shè)計(jì)。從發(fā)展的角度來看，視覺傳達(dá)設(shè)計(jì)是科學(xué)、嚴(yán)謹(jǐn)?shù)母拍蠲Q，蘊(yùn)含著未來設(shè)計(jì)的趨向。就現(xiàn)階段的設(shè)計(jì)狀況分析，其視覺傳達(dá)設(shè)

5、計(jì)的主要內(nèi)容依然是GraphicDesign一般專業(yè)人士習(xí)慣稱之為“平面設(shè)計(jì)”。“視覺傳達(dá)設(shè)計(jì)”、“平面設(shè)計(jì)”兩者所包含的設(shè)計(jì) HYPERLINK /view/66781.htm范疇在現(xiàn)階段并無大的差異，“視覺傳達(dá)設(shè)計(jì)”、“平面設(shè)計(jì)”在概念范疇上的區(qū)分與統(tǒng)一，并不存在著矛盾與對(duì)立。視覺傳達(dá)設(shè)計(jì)是為現(xiàn)代商業(yè)服務(wù)的藝術(shù)，主要包括 HYPERLINK /view/760251.htm標(biāo)志設(shè)計(jì)、 HYPERLINK /view/107978.htm廣告設(shè)計(jì)、 HYPERLINK /view/106922.htm包裝設(shè)計(jì)、店內(nèi)外 HYPERLINK /view/777379.htm環(huán)境設(shè)計(jì)、 HYPER

6、LINK /view/654097.htm企業(yè)形象設(shè)計(jì)等方面，由于這些設(shè)計(jì)都是通過視覺形象傳達(dá)給消費(fèi)者的，因此稱為“視覺傳達(dá)設(shè)計(jì)”，它起著溝通企業(yè)商品消費(fèi)者橋梁的作用。視覺傳達(dá)設(shè)計(jì)主要以文字、圖形、色彩為基本要素的藝術(shù)創(chuàng)作，在精神文化領(lǐng)域以其獨(dú)特的 HYPERLINK /view/78856.htm藝術(shù)魅力影響著人們的感情和觀念，在人們的日常生活中起著十分重要的作用。數(shù)字化多媒體的出現(xiàn)不斷地挑戰(zhàn)并充實(shí)著傳統(tǒng)的視覺傳達(dá)方式， 擴(kuò)展了當(dāng)代視覺傳達(dá)設(shè)計(jì)外延，視覺傳達(dá)由以往形態(tài)上的平面化、靜態(tài)化，開始逐漸向動(dòng)態(tài)化、綜合化方向轉(zhuǎn)變，從單一媒體跨越到多媒體，從二維平面延伸到三維立體和空間，從傳統(tǒng)的印刷設(shè)計(jì)

7、產(chǎn)品更多轉(zhuǎn)化到虛擬信息形象的傳達(dá)。廣告作為視覺傳達(dá)的重要形式，也在數(shù)字多媒體技術(shù)的推動(dòng)下發(fā)生了質(zhì)的飛躍。 HYPERLINK /view/9184.htm網(wǎng)絡(luò)廣告、數(shù)字影視廣告、 HYPERLINK /view/3323.htm多媒體電子顯示屏、多媒體 HYPERLINK /view/1312487.htm互動(dòng)廣告等新一代的廣告 HYPERLINK /view/4341139.htm視覺傳播方式以飛速發(fā)展的趨勢(shì)滲透到社會(huì)生活的各個(gè)方面。 所謂多媒體，即多種信息媒介的綜合。 HYPERLINK /view/3503.htm多媒體技術(shù)不是各種信息媒介的簡(jiǎn)單復(fù)合，而是一種把文本、圖形、影像、聲音、視

8、頻、 HYPERLINK /view/7262.htm動(dòng)畫等形式的信息結(jié)合在一起，并通過計(jì)算機(jī)進(jìn)行綜合處理和控制，能支持完成一系列交互式操作的數(shù)字信息技術(shù)。 在當(dāng)今信息社會(huì)，以計(jì)算機(jī)科學(xué)為標(biāo)志的數(shù)字多媒體技術(shù)給廣告設(shè)計(jì)和傳播帶來了新的氣息， 取得了令人矚目的社會(huì)效益和經(jīng)濟(jì)效益。在 HYPERLINK /view/560675.htm數(shù)字多媒體技術(shù)的推動(dòng)下， 廣告推廣戰(zhàn)略也從單純的品牌推廣階段向更加細(xì)化的市場(chǎng)推廣階段轉(zhuǎn)化，開始注重和選擇區(qū)域媒體、行業(yè)媒體以及更加細(xì)化市場(chǎng)定位的媒體，數(shù)字多媒體廣告運(yùn)作和發(fā)布的方式也更加多樣化和人性化。舉例分析：1：下面為聯(lián)邦快遞的宣傳圖片：以人物傳遞東西說明運(yùn)送的

9、方便，就感覺是樓上樓下的鄰居一樣快捷。圖形上最有創(chuàng)意的是墻的背景，用了地球的大洲版塊，通過大洲的溝通，夸張的說明了聯(lián)邦快遞服務(wù)的特點(diǎn)2：下面為一張宣傳吸煙危害的圖片：由燒焦的嘴唇刻畫宣傳吸煙的危害。嘴唇的紅色和黑色的對(duì)比強(qiáng)烈，給人的心理很震撼刺激的效果。右上角的“NO Tobacco !”清楚的表達(dá)了海報(bào)要宣傳的內(nèi)容。將大幅的圖形至于正中央，更加正式，更加有沖擊力。3：下面也是一張宣傳吸煙危害的圖片：將吸煙的人頭倒置，用煙形成工廠排廢氣的形狀，震懾人心。顏色采用灰度模式，刻畫了煙的特點(diǎn)，也描了吸煙污染環(huán)境，危害人體，營(yíng)造了一種不安的氣氛。右下角的文字：“不喜歡煙囪就不要當(dāng)煙囪”，深刻諷刺的提醒

10、人類不要吸煙視覺傳達(dá)的趨勢(shì)：時(shí)代的發(fā)展給人們帶來了進(jìn)步的 HYPERLINK /guide/index.html生活方式，它也給人們帶來了很多的思考與煩惱。今天， HYPERLINK /video/index.html數(shù)碼文化的影響日益深入到世界的每個(gè)角落，究竟如何處理新時(shí)期帶來的新問題該如何對(duì)待傳統(tǒng)文化與新文化的關(guān)系呢?對(duì)于設(shè)計(jì)行業(yè)而言，產(chǎn)業(yè)時(shí)代的設(shè)計(jì)是以機(jī)械化生產(chǎn)模仿傳統(tǒng)的形態(tài)，現(xiàn)代主義設(shè)計(jì)雖然繼承并樹立了新的傳統(tǒng)模式，并為 HYPERLINK /guide/index.html生活在急速發(fā)展的社會(huì)中的人們提供了新的文化體驗(yàn)的機(jī)會(huì)，但其僵化地強(qiáng)調(diào)功能、屬性終究已經(jīng)不能夠適應(yīng)當(dāng)今社會(huì)的多元化

11、需求。作為新時(shí)期的視覺傳達(dá)設(shè)計(jì)，它有著不同以往的時(shí)代特征及表現(xiàn)手段，簡(jiǎn)單地學(xué)習(xí)傳統(tǒng)，單純模仿傳統(tǒng)的形態(tài)已經(jīng)成為不可能的現(xiàn)實(shí)。然而我們必須認(rèn)識(shí)到一點(diǎn)，昨天是我們今天的傳統(tǒng)，而今天又將是明天的傳統(tǒng)，今天的我們不能總是活在昨天的陰影下。實(shí)際上，對(duì)于傳統(tǒng)的創(chuàng)造性思維和方法的 HYPERLINK /subject/index.html學(xué)習(xí)，這個(gè)在以往階段所經(jīng)常忽視的問題，才是我們?cè)趧?chuàng)造時(shí)代新的文化傳統(tǒng)的過程中應(yīng)該值得關(guān)注的。賦予傳統(tǒng)形態(tài)新的時(shí)代面貌，使傳統(tǒng)真正意義上獲得生機(jī)，是當(dāng)今視覺傳達(dá)設(shè)計(jì)的重要研究課題。 在世紀(jì)的轉(zhuǎn)折期，視覺傳達(dá)設(shè)計(jì)面臨著種種難題。以互聯(lián)網(wǎng)為代表的 HYPERLINK /colle

12、ge/index.html網(wǎng)絡(luò)及數(shù)字文明的新社會(huì)，迫切地需要?jiǎng)?chuàng)新的設(shè)計(jì)觀念。人們企盼視覺傳達(dá)設(shè)計(jì)在新精神、新藝術(shù)、新 HYPERLINK /工具、新空間、新媒體空前發(fā)展的情形下，能夠展現(xiàn)出神奇的風(fēng)貌，滿足各方面的需求。對(duì)于設(shè)計(jì)師而言，文化視野以及知識(shí)結(jié)構(gòu)的多元化發(fā)展已經(jīng)是不可逆轉(zhuǎn)的現(xiàn)實(shí)，這也將使整個(gè)創(chuàng)意產(chǎn)業(yè)向著更加漫無邊際的 HYPERLINK /空間奔去。在這個(gè)思想體系下的信息時(shí)代，視覺傳達(dá)設(shè)計(jì)呼喚高素質(zhì)的全方位設(shè)計(jì)師，即能夠擺脫單一學(xué)科的模式，向跨學(xué)科、綜合型發(fā)展的 HYPERLINK /人才。視覺傳達(dá)設(shè)計(jì)師所扮演的角色更加像一個(gè)導(dǎo)演，他具有 HYPERLINK /general/inde

13、x.html綜合各種知識(shí)、認(rèn)識(shí)和感性的能力，能夠?qū)⑷梭w特性、信息空間和環(huán)境 HYPERLINK /空間等關(guān)系進(jìn)行重構(gòu)；能夠發(fā)現(xiàn)、選擇、調(diào)動(dòng)一切視覺元素并通過恰當(dāng)?shù)拿襟w創(chuàng)造新形象；他決定由誰來操作，而不是一個(gè)熟悉 HYPERLINK /工具的操作者；他具有感性的表現(xiàn)能力和超越一切領(lǐng)域的性力。科技的進(jìn)步已經(jīng)縮短了人們之間的距離，模糊了國(guó)境的概念。面對(duì)著世界經(jīng)濟(jì)的一體化、信息數(shù)字化、媒體多樣化等諸多推動(dòng)社會(huì)發(fā)展的因素，被稱為影像交際工作者的視覺傳達(dá)設(shè)計(jì)師，必須對(duì)這種變化作出積極的反應(yīng)，并且應(yīng)走在時(shí)代的最前列。因?yàn)榻窈蟮囊曈X傳達(dá)設(shè)計(jì)將經(jīng)歷更加急劇的變化即廣告和信息交易技術(shù)與方式的革命性轉(zhuǎn)變，以及由此連

14、帶的消費(fèi)者與服務(wù)的轉(zhuǎn)變，還有基于此的經(jīng)濟(jì)爆發(fā)性膨脹，所有這些變化，決定了視覺傳達(dá)設(shè)計(jì)師將在今后的社會(huì)中扮演更加重要的角色。Artistic and observation Communication DesignArtrefers to thegoodperformanceof peoplereflect the social life andexpress thoughts and feelingsreflected.Artisticwordsoften appearin the cultural field. Artasan artworks of artistic valuestanda

15、rd,mainly refers to theart,artistic performanceachieved the perfect level,mainly including:clearand typicalartistic images;vividand tortuosity ofartisticplot;strict and integrity of theartistic structure ofartistic language;accuracythepreciseand clear;and the diversity ofart;artisticnationality and

16、originality.Theart ofart performance isdifferent.Visual communication designis a termpopularworld design congressheld in Tokyoin 1960,its contents include:designandvisualdesign magazine,postersandother printedpublications,movies,television,electronic billboardsand other media,they aretheeyestoconvey

17、 todesignperformancemodelingcollectively referred to as thevisual communication designposters,in short,visual communication design isdesignfor people to look at,to informdesignFrom the visual communicationdesignin view of thedevelopment process,to a large extent,it is theexpansion and extension ofth

18、e printingartdesign of the risein the middle of the nineteenth Centuryin Europe and america.Along with the science and technologychange rapidly,with radio and networkmedia technology is developing rapidly,brought a revolutionary visualexperience.And in todaysvary from minute to minuteinformation soc

19、iety,the impact of these mediais more and moreimportant.The design performance of thecontent has beenunable to coversome newinformationmedia,therefore,visual communicationdesign willemerge as the times require.Visual communication design through visualmediaandcommunication designto the audience,embo

20、dies thecharacteristics of the timesof graphicdesignand rich connotation,development and application ofthefieldwith the progress of science and technology,new energymaterials and products ofexpanding,andcross andother fields,and gradually formedaandother visualmediaassociationandinteractiondesignnew

21、 field.Its contents include:printing design,book design,display design,image design,visualdesign,(i.e.public living spacelogoand colordesign of public environment).Visual communication designisgraphic designtoprintmedia,also known asdecoration design.From a development perspective,the conceptof visu

22、al communication designisscientific,rigorousname,contains thetrend of futuredesign.Analysis ofthe present situation ofthedesign,thevisual communicationdesign of the main contentis still GraphicDesigngeneralprofessionalhabit says forgraphic design.Visual communication design,graphic designthedesign c

23、ategoryat this stageis not a bigdifference,visual communication design,graphic designin theconceptof the distinction andunity,there is nocontradiction and opposition.Visual communication designis a modernbusiness Serviceart,includinglogodesign,advertising design,packaging design,storeenvironment des

24、ign,corporate imagedesign,thedesignis through thevisual image to conveyto consumers,so it is calledvisual communication design,it plays acommunicationenterprise-consumersgoods-a bridge.Visual communication design in the main text,graphics,color as the basicelements of artistic creation,in the spirit

25、ual and culturalfields withits unique artistic charm of the impacton peoples feelings and ideas,plays a very important rolein peoples daily life.The emergence of digital multimedia continue tochallenge and enrich the traditionalvisual communication methods,expansion of thecontemporaryvisual communic

26、ation designextension,visual communication fromthe plane of the previous morphological,static,has begun to shift to adynamic,integrated direction,from a single mediaacrossto multimedia,from two-dimensionalplane extended to the three-dimensional andspace,from traditional print design productstoconvey

27、informationmorevirtualimage.Advertising as an importantformof visual communication,has undergone a qualitative leapunder the impetus of digital multimedia technology.Internet advertising,digitaltelevision advertising,multimediaelectronic display screen,multimediainteractive advertisingfor a new gene

28、ration ofadvertisement visualcommunicationtothe trend of rapid development ofpenetrated into all aspects of social life.The so-calledmultimedia,integrateda variety ofinformation media.Multimediatechnology is nota simple compositeof variousinformation media,but a kind oftext,graphics,images,sound,vid

29、eo,animationand other forms of informationtogether,and comprehensivetreatment andcontrol by computer,digitalinformation technology cansupport the completion ofa series ofinteractive operation.In todays informationsociety,digital multimediatechnology incomputer scienceas a symbol ofbring a new atmosp

30、hereforthe dissemination of advertising and design,hasattract peoples attentionsocial benefit and economic benefit.Under the impetus of digital multimedia technology,advertisingstrategy hastransformedfrom simplebrand promotionstage to themore detailedmarketing stage,began to pay attention toandselec

31、tregional media,industry mediaandmore detailedmarket positioning of themedia,digital multimediaadvertising andpublishingmorediversification and humanization.The example analysis:1:theFederal Expresspublicity pictures:To the charactertransferthings thattransportationis convenient,the feeling isupstai

32、rs downstairsneighborsas fast.The mostcreative graphicson thewallsbackground,usingthe earths continentssectionthrough thecontinents,communication,exaggerateddescription of thecharacteristics ofFederal ExpressService2: the followingisapropagandaof the dangers of smoking:Damages from thecharredlipsdep

33、ict thepublicity of smoking.Red and blacklipsstrongcontrast,give people thepsychologicalshockstimulationeffect.The upper right corner of theNOTobacco!clearposterto the content of publicity.Willagraphicas is thecentral,more formal,moreimpact.3: the followingisapropagandaof the dangers of smoking:Theh

34、eadinvertedsmoking,to form the factoryexhaustshapewith smoke,shock.Color withgraymodel,depicting thesmokecharacteristics,but also depicts thesmoke pollution of the environment,endanger human body,creatinganatmosphere of unrest.The lower right corner of thetext:doesnt likechimneydontwhen the chimney,

35、deeplyironicremindernot to smokeVisualtrend:the development of the times has broughtprogressway of lifefor people,it also bringsaboutmanytroublesto peopleand.Today,digitalculturepenetrated intoevery corner of the world,how todeal withthe newproblems in the new periodbrings therelationship-how to tre

36、attraditional culture and newculture?For the designindustry,design industryera isimitating traditionalmorphology tomechanized production,modern designwhile inheritingand established atraditionnew pattern,and provides a newcultural experienceopportunities forpeople living inthe rapid development of t

37、hesociety,but itsrigidemphasize the function,propertyafter all alreadycan not adapt to thediverseneeds of todays society.As a new era ofvisual communication design,it has thedifferentcharacteristics of the timesand theexpression means,simplylearning the traditional,simple imitationof traditionalform

38、has becomeimpossible reality.However,we must recognize thatpoint,yesterday wasourtradition,todayandtomorrowwillbethe traditional,today wecan not alwayslive inthe shadow ofyesterday.In fact,forcreative thinkingand method of traditionallearning,thisoften neglectedin previousstages of the problem,is we

39、 shoulddeserve attentionin theprocess of creating newcultural traditionin the ageof.Give theappearance of traditionalforms of the newera,the traditionalrealgain vitality,is one of theimportant research topicofvisual communicationdesign.In thetransition periodof the century,visual communication desig

40、nis faced withvarious problems.The new socialnetworkand digitalcivilizationrepresented by Internet,in urgent need ofinnovative design concept.People hope the visualcommunication designthe rapid development of new spirit,new art,new tools,new space,new mediacircumstances,canshow thestyle of magic,meet the demand.For designers,cultural visionand knowledgestructurediversification hasis an irreversible reality,it will also makethe wholecreative industrytoward moreboundlessspaceran.Intheideological syste