商业插画的运用研究外文翻译资料

The application and research of commercial illustration

Castro N R

Abstract

The word “Illustration”, which derives from the Latin for 'light”. As the name suggests, the idea of illustration can make text more clear. Integrated western and Chinese dictionary explanation can be understood as: illustration is the picture books add insert text, can highlight the theme, enhance the artistic appeal, played a convey the dual role of literature and aesthetics. Illustrations as a kind of expression in the art category, the floorboard of the method is to put the text visualization performance. Illustration and can be divided into broad sense and narrow sense, general illustration refers to all contain narrative thoughts of art, including plane and solid works: and narrow illustrator refers to all the books and periodicals, print with the prose works of plane art. Cooperate with words or other pictures, to achieve the purpose.

Keywords: book illustrations; Digital illustration; Advertising illustrations

1 Introduction

Modern social and economic development and new technology constantly updated, art in various fields has made great development and change, the development of the society and the prosperity of business in promoting the development of the art at the same time also had a certain impact on it, including the development of the traditional illustration particularly striking, new technology makes the emergence of new forms of illustration is, rich and colorful, illustration development but also promote the development of modern business. Currently, the development of the illustration, has crossed in the literature on the basis of creating such a again

The traditional meaning, which makes the illustrator painters creative thinking is more independent initiative, also calls for an artist is sensitive to the living environment has sex consciousness, for a variety of extension of painting form, on the solid media with active ability to grasp and leno.

Previously, due to the relatively backward economy, businesses and the media to illustration have gap in our understanding of art, so it is an art application in the field of commercial information transmission are rare. In recent years, the illustration in the development of faster, there have been some well-known illustration artist, at the same time, illustration art development is rapid, and has become a very mature and the application of art, especially to the commercial economic impact is gradually obvious. For the enterprise or product drawing illustrations, gets paid the related illustrator to give up the ownership of works, only keep the trade behavior of authorship, is the commercial illustration. In the field of modern design, commercial illustration as the illustration art development inevitable product has a strong performance, affect the publics aesthetic, life, commercial illustration and painting art has a close relationship, many of its performance techniques were borrowed from the performance of the art of painting techniques. Modern painting art and the development of science and technology has made the study of commercial illustration in representation of diversity or the depth and breadth of performance in the theme of design aspect, has made great progress, especially in the digital illustration, book illustration, fared particularly in the application of advertising, shows the unique visual artistic charm and expressive force. In the commodity economy era, illustration plays an important role on the development of the economy; on the other hand, the development of commodity economy also gives illustration design with huge boost. Along with the further development of commodity economy, science and technology progress, in the form of commercial illustration and style gradually diversified, illustration carrier is in constant increase, the illustration on its matrix of the birth of a book, found a larger living space -- computers, TV, movie screen, bring the audience impact is extremely strong, beyond imagination. Take us to the train of the era of the information superhighway, world in small, we live in the era of visual design, has been in peoples everyday life is full of all kinds of business information. Therefore, commercial illustration is more and more widely used in every field of social and economic, can say, we have been inseparable from the commercial illustration. In the face of this reality, many problems in the development of commercial illustration should be treated in an in-depth thinking and research, make it a better service for the society.

2 Commercial illustration of the theory basis

The spread of Canadian famous theorist James McClure said: 'the modern society by writing culture into graphics, into the era of graphics, thus to guide the graphic design in the field of visual communication.” Artwork design as part of the visual arts naturally has also been graphic theory guidance. Basic graphic elements used in the design of artwork now more and more, graphical form works everywhere, the study of related graphic theory becomes more urgent and need. Modern schema theory represented by lug mo hart, think of all the knowledge for a certain unit structure, the structure of schemata, perception that it depends on the feeling you have in mind to receive information and natural experience, and integrate judgment in your mind. Gestalt theory, structuralism theory, this paper studies the light and a few other elements constitute the image or media image directly, all belong to the category of image feeling theory. Simple study outside stimulation is how to activate the nerve cells in the human sense organs. Ecology theory, theory of semiotics and cognitive theory mainly studies of lenovo after seeing things, all belong to the category of consciousness.The main study is how to produce lenovo to see things and meaning.

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译文

商业插画的运用研究

Castro N R

摘要

插画一词源自于拉丁文中的illustration，意为“照亮”。顾名思义，插画可以使文字的意念更加清楚明了。综合中西辞典中的解释可以把它理解为:插画是书刊文字里加插的图画，能突出主题思想、增强艺术感染力，扮演了文献与美学传达的双重角色。插画作为艺术中的一种表现类别，是把文字形象化的表现方法的总称。插画又可以分为广义和狭义，广义的插画指所有含有叙述思想的艺术作品，包括平面制作以及立体作品:而狭义的插画指一切书刊、印刷品中与文字叙述结合的平面艺术作品。插画一般多配合文字或其他图片，以达成资讯传递的目的。

关键词：书籍插画；数码插画；广告插画

1 引言

现代社会经济的发展和新技术的不断更新，艺术各领域都取得了巨大的发展和变化，社会的发展和商业的繁荣在促进了绘画艺术的发展同时也对其造成了一定的冲击，其中传统插画的发展尤其引人注目，新的技术手段使新的插画形式不断的出现，丰富多彩，插画发展同时也促进了现代商业的发展。目前，插画的发展，已经跨越过了在文学基础上的再创造这样一个

传统的含义，这使得插画画家的创造性思维更加具有独立的能动性，也要求插画画家对生活环境有敏感的意识性，对绘画形式的多种延伸，对媒体的立体性具有主动的把握和联想能力。

以前，由于经济相对落后，商家及有关媒体对插画艺术在认识上有差距，所以这一艺术在商业信息传播领域中的应用并不多见。最近几年，插画出现了较快的发展，也出现了一些知名插画画家，与此同时，插画艺术发展迅速，并且己成为一门十分成熟的应用艺术，对经济尤其是对商业的影响逐渐明显。为企业或产品绘制插图，获得与之相关的报酬，插画家放弃对作品的所有权，只保留署名权的商业买卖行为，即为商业插画。在现代设计领域中，商业插画作为插画艺术发展的必然产物，具有很强的表现意味，影响着大众的审美、生活，商业插画与绘画艺术有着亲密的关系，它的许多表现技法都借鉴了绘画艺术的表现技法。现代绘画艺术与科技的发展使得商业插画无论是在表现技法多样性的探求，或是在设计主题表现的深度和广度方面，都有了很大的进展，特别是在数码插画、书籍插画，广告中的运用中表现得尤其明显，展示了独特的视觉艺术魅力与表现力.在商品经济时代，插画对经济的发展起着推波助澜的作用:反过来，商品经济也给予插画设计的发展以巨大的推动。（完整译文请到百度文库）随着商品经济进一

2.2符号理论学说

符号按类型可分为具象型、联想型、象征型。具象型符号最接近于具象事物，也是最容易被解读的符号.联想型符号则与他所代表的事物或观念之间有着逻辑性或常识性的联想，而不直接临摹原件，因而解读他们的时间要比具象型的符号略长一些。象征型符号与他所表示的事物或观念之间没有逻辑性的联系，但它要受到社会因素和文化因素的影响，与具象型符号和联想型符号相比，象征性符号更具情感反应优势。网络中图形元素与符号的流行和传播使得这部分元素与符号进入插画领域，艺术符号之间的共通性，使得符号学理论具有现实的指导意义。

2.3认知理论学说

认知理论认为图形视觉传播过程是观察者通过大脑积极活动而达成的一种知觉结论，通常，文化、投射、记忆、期待、寻找、筛选、注意等活动方式能够影响人的图形形象知觉。如果插画艺术家把大脑的加工过程不看作一种机械作用，那么大脑的活动就变得非常有意义，它不仅使人类看到图形形象，而且使他们能够充分利用这些图像。这几种理论从构图，感知接受特征、心理认知过程等方面为插画的实际运用作出了理论的指导。

3.1目的性与制约性

商业插画与其它艺术品一样，都具有审美价值、功利价值、道德价值。其中功利价值是第一位的，这是因为商业插画自身有非常强的目的性与制约性。商业活动是社会性的活动，它凭借着商业插画作为一种催化剂，促使商业活动得以顺利展开，最终达到商业活动的各种目的。商业插画，就是促使这些目的而存在，并为这些目的服务。因而它具有非常明确的目的性，并受特定目的的制约。所以，商业插画的目的性非常明确，画什么，为什么而画都是有目的的，主题必须明确，诉求必须清晰。

3.2实用性与通俗性

实用性和通俗性是现代设计艺术的显著特征，作为实用美术的商业插画，不可避免地被打上了实用与通俗的烙印。首先，商业插画不像纯粹的艺术品，有着很强的目的性，它是促进商业活动的催化剂，非常讲究实效。商业插图的主题是否明确，信息传递是否通畅，影响面是否广泛，引起公众的记忆是否深刻，阅读率是否高，是否达到了预期的目的，都是检验商业插图是否有实效的标准。它不是艺术家自由驰骋的精神王国，它是为社会大众服务，为产品、为商家、为描述的对象服务的。一幅优秀的商业插图，如果能陈述商品的特质，促使消费者购买的欲求，就达到了商家的目的，商业插画也就有了存在的理由，也就体现出它的实用性。因此，好的商业插画，无论是创意，还是艺术表现，都必须讲求实效。

3.3形象性与直观性

信息的传播，图形较之于文字有着不可替代的优越性。商业插画，在对产品特征作表述时，外在的一些特征容易描绘，而其内部的特质则相对较难描述。特别是有些较为抽象的概念，就更不易表述。此时，就非常需要对这些概念作形象化的说明，也就是图解。有时，要在一张插画上表述清楚复杂纷乱的内容，并让观众一目了然，就有一定的难度。如果处理得当，便可以省去相当篇幅的文字叙述。

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