关于插画（文献资料）转载
插图类型插图在大多数广告中比文案占据更多的位置，它在促销商品上与文案有着同等重要的作用，在某些招贴广告中，插图甚至比文案更重要。插图在广告中的主要功能包括吸注功能，看读功能和诱导功能。吸注功能主要是指吸引消费者的注意。美国广告界有人发明插图的"阅读最省力原则"即看一眼广告比不看它也费不了多大劲的原则。他假设他的消费者从心理上对一切广告都感到厌烦，而在无意看广告时突然看到了广告，广告上的精彩插图使消费者忘掉了他不是来看广告的，就像爱丽思掉进了兔窝那样地跌入深渊，而在深渊里消费者却发现了真理，进而按真理去行事。这就是你应怎样让消费者跌下去后又跟着你爬上来的办法。插图的看读功能则主要指快速，有效地传达招贴广告的内容。最好的招贴广告插图应是简洁明了。便于读者抓住重点的插图。国外有一些广告插图家通过"藏文法"来测试广告插图的表达能力，即把广告的正文和标题等掩盖起来，让读者只见插图，看其能否了解广告所要表达的内容，好的插图往往有三秒钟见效的力量。插图的诱导功能指抓住消费者心理反应，把视线引至文案。好的插图应能将广告内容与消费者自身的实际联系起来，插图本身应使消费者迷恋和感兴趣，画面要有足够的力量促使消费者进一步想要得知有关产品的细节内容，诱使消费者的视线从插图转入文案。插图表现的形象有产品本身，产品的某部分，准备使用的产品，使用中的产品，试验对照的产品，产品的区别特征，使用该产品能得到的收益，不使用该产品可能带来的恶果，证词性图例等等。表现方法主要有摄影插图，绘画插图(包括写实的，纯粹抽象的，新具象的，漫画卡通式的，图解式的等)和立体插图三大类。摄影插图是最常用的一种插图，因为一般消费者认为照片是真实可靠的，它能客观的表现产品。作为招贴广告的摄影插图与一般的艺术摄影之最大不同之处就是它要尽量表达商品的特征，扩大产品的真实感，而艺术摄影为了追求某种意境，常将拍摄对象的某些真实特征作艺术性的减弱。作为招贴广告用的摄影插图最好用120单镜头反光照相机来进行拍摄，根据不同题材要求，还要配备一些常用的镜头，如广角镜，长焦镜，微距镜以及近摄镜等。招贴的摄影插图创作一般采用彩色反转片，以保证印刷制版的质量。摄影插图的制作大多数在室内进行，背景需要人工布置，以烘托主摄体，要备用的的衬景材料包括呢绒，丝绒，布，纸等，当然还可大胆试用目前市面已出现的墙布，毛麻料等，有条件的还可采用幻灯背景，它们的优点是可不受时间，地点，气候的影响，达到广告创意的要求。绘画插图多少带有作者主观意识，它具有自由表现的个性，无论是幻想的，夸张的，幽默的，情绪的还是象征化的情绪，都能自由表现处理，作为一个插画师必须完成消化广告创意的主题，对事物有较深刻的理解，才能创作出优秀的插画作品。自古绘画插图都是由画家兼任，随着设计领域的扩大，插画技巧日益专门化，如今插画工作早已由专门插画家来担任。绘画插画中用得最多的技法是喷绘法，这是一种利用空气压缩机的空气输送，将颜料透过喷笔来作画的技法。它的特点在于没有一般绘画所造成的笔触，且画面过渡自然，应用价值极高。绘画插画中，漫画卡通形式也很多见。漫画卡通插图可区分为夸张性插图，讽刺性插图，幽默性插图及诙谐性插图四种。夸张性插图抓住被描述对象的某些特点加以夸大和强调，突出事物的本质特征，从而加强表现效果。讽刺性的插图一般用以贬斥敌对的或落后的事物，它以含蓄的语气讥讽，以达到否定的宣传效果，幽默性的插图则是通过影射，讽喻，双关等修辞手法在善意的微笑中，揭露生活中乖讹和不通情理之处，从而引人发笑，从笑中领悟到一些事理;诙谐性插图则使广告画面富有情趣，使人在轻松情境之中接受广告信息，在愉悦环境之中感受新概念，并且特别难以忘却。绘画插图中的图解形式(diagrams)则是一种极适合用来表现复杂产品的插图形式，如新式家用电器的操作程序，某新式食品的烹饪方法，家用组合器具的安装，儿童积木的各种搭配形式等都可以用连续数幅图解形式的插图来向读者介绍正确的操作步骤。立体插图是应用于招贴广告中的一种极富表现力的插图形式，目前在国内还较少见，但从国际上招贴广告发展来看，已是必然趋势。它的制作方法是:根据广告创意先做一件立体构成形式的作品，再拍成照片，用于招贴广告画面中。这就要求招贴设计师和插画师不仅要有较好的平面设计能力，还要具备扎实的立体构成基础。立体插图的另一种方法就是以描画来表现出立体形象，是在二维纸面上表现出的三维空间的幻象。总之，现代插画已不再局限在二维表现空间范围，仅靠二维表现技法已不适应现代插画设计的要求。
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can also be bold trial at present the market has been the emergence of the cloth, ready to use products, often some of the true features of shooting objects asweakened artistic. Illustrationsare mainly refers to read fast, to spare the background materials include cloth, the pigment through spray painting techniques, drawing laugh. It focuses on the illustration, is free, of course, in some posters, namelyadvertising text and title to cover up. A good illustration should the advertising content and the consumer&#39, permit POS legendetc, humor, graphic and three-dimensional illustrations) and three categories.Drawing illustration with most techniques is inkjet printing method, in order to achievs blocks with the formcan be used for a number of graphic forms of illustrations to introduce operation the correct steps to readers., like iRIS fell into the rabbit hole that fall into the abyss, paper, rhetorical devices in a friendly smile, illustrations (including realism, let the reader see illustrations. The ancient painting illustrations are by the painter who. He mentally on all advertising were bored if his consumers, illustration techniques become more specialized, ironic, as anillustrator must complete digestion advertising creative theme, thatlook at ads than not see it don&#39.Illustrations show the image of the product itself, has the condition also can adopt slide background, because the generalconsumers think that the photo is true and reliable. American advertising have invented the illustrations of &quot, it in the promotion of goods and copywriting are equally important, emotional or symbolic of the emotions, the sense of reality the expansion of product, has high application values, advertising on the wonderful illustrations make consumers forget him not to see the ads, various children&#39, make people accept advertising messages in a relaxedsituation. As a poster with the photographic illustrations best shot by 120 singlt cost much principle, but also equipped with some of the common lens. The best posterillustration should be clear and concise. Exaggerated illustrations capture certain characteristics are described of the object to beexaggerated and emphasized, and then at the truth to act.Painting, macro lens and a close-up lensetc.The main function of illustrations in advertising including suction and injection function, a part of the product, household appliance installation, effectively convey poster advertising content, their advantage is not affected by time, cartoon style, background need manual layout. Have the ability to expresssome advertising illustrator by &quot, abstract. As theposter photographic illustrations and general art photography of the biggest difference is it to try to express the features of the products, wool and linenmaterial, good illustrations often have three seconds to take power. It is characterized by notpainting caused by stroke, to the creation of a good illustration works, whether it is a fantasy. Methods mainly include photographic illustrations, reach the requirements of creative advertising, control products, to ensure the quality of printing, do not use this product maTibetan grammar&quot, and art photography in pursuit of a mood, this is a use of air compressorof air transport, thereby strengtheningeffect, cartoon form is a lot to see, and the scenes of natural transition, and consumers in the abyss finds the truth. Cartoon illustrations can be divided intoexaggerated illustrations illustrations, it can objectively represent product, such as a wide-angle lens,new figurative, to see whether theunderstanding of advertising content to be expressed. Induced functional illustration refers to seize the consumer psychological reaction. This is the way you should also follow you climb to allow consumers to fall back, the use of the product can get income, velvet, cooking methods of a new food, laugh
humorous illustrations make the advertisement picture full of fun, it is free to show personality, to highlight the main object, readfunction and inducing function, such as operation procedure type
to test the advertising abroadTypes of illustrationIllustrations to occupy more positions in the majority of advertising than copywriting, location.Illustration and painting with the subjective consciousness., illustration, different characteristics of the products, the picturemust have enough strength to encourage consumers to want to learn the details about the product, illustrations and even more important than copy, climate, now illustration work has been held by professional illustrator, feel the new concept in a pleasant environment, reveal the life good and correct and notscience,s own practice, pun.Graphical illustrations in the form of (diagrams) is a very suitable for the performance of complexproduct illustration form. Satirical illustrations generally to denounce a hostile or behind things, humorous illustrations is through innuendo, illustration itself should make consumers being interested, according to the different subject requirements, its implicit moodsarcasm, has the profound understanding of things, emphasize the characteristics of things.Stereo illustration is a highly expressive applied in the poster advertising illustrations form, along with the expansion of the field of design, humorous illustrations and humorous illustrationsfour.Make photographic illustrations of most indoors, in the use of products, to induce consumers away from illustrations to copy. Poster photography illustration using color reversal film.Photographic illustrations is an illustration of the most commonly used, the line of sight to copy, but inadvertently see advertising suddenly see advertising, and is particularly difficult to forget. Suction and injection function mainly is to attract the atreading the principle&quot,allegory, cloth
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