致谢
1 绪论
1.1研究背景(Research Background)
1.2 研究范围及相关概念界定(Scope of The Study and Definition of Related Concepts)
1.3国内外研究现状及文献综述(Current Research and Literature Review at Home and Abroad)
1.4研究的目的及意义(Research Objectives and Meaning)
1.5 研究的创新点及难点( Innovations and Difficulties of The Study)
1.6研究的内容与方法(Contents and Methods of The Study)
1.7技术路线(Technical Routine)
2认知秩序与网络广告设计视觉语言概述
2.1认知秩序概述(General View of Cognitive Order)
2.2 网络广告设计视觉语言的形成( The Formation of Visual Language in Online Advertising Design)
2.3 认知秩序对网络广告设计视觉语言的影响( Influencing of Visual Language Cognitive Order in Online Advertising)
2.4本章小结(Summary)
3网络广告视觉语言的分类
3.1文字信息语言(Language of Information)
3.2视觉符号语言(Language of Visual Symbols)
3.3动态图形语言(Language of Dynamic Graph)
3.4本章小结(Summary)
4网络广告视觉语言认知秩序的表现形式
4.1 文字信息语言的有序组合(The orderly Combination of Text Information)
4.2视觉符号语言的形式美(The Form Beauty of Visual Symbols)
4.3动态图形语言的互动性(Interactive of Dynamic Graphics Language)
4.4本章小结(Summary)
5网络广告视觉语言认知秩序的设计原则
5.1 把握传播媒介的技术与艺术层面的特殊性( Mastery of Specialness in Technique and Art of Dissemination Medium)
5.2 准确划分受众群体的层次(Accurate Division of Audience Groups)
5.3符合一般性广告设计原则(Align With General Principles of Advertising Design)
5.4本章小结(Summary)
6网络广告视觉语言认知秩序的构建
6.1 以网络广告信息传达为目标的设计思维的形成( From the Design Concept targeted at Visual Communications in Online Advertising)
6.2网络广告信息层和视觉层联系的建立(Establish Connections between Information Layer and Visual Layer)
6.3受众视觉引导与体验层次的梳理(Carding of Audience Visual Guidance and Experience Levels)
6.4 有意识的视觉聚焦点的明确( Produce Clear Visual for Audience)
6.5 画面和谐的形式美法则的树立( Establish Lows of Formal Beauty in Harmony Online Advertising Image)
6.6复杂多样性中求简洁秩序的确立(Make a Sense of Simplicity Order in Complexity)
6.7案例分析(Analysis of Case Study)
6.8本章小结(Summary)
7.结语
参考文献
附录一
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