【作者】 徐韭；

【导师】 李芃；

【作者基本信息】 湖北工业大学 ， 设计艺术学， 2012， 硕士

【摘要】 全世界有很多的听障人士，他们略显单调的生活失去了正常人士所拥有的多样化生活，与人交流的方式只能依靠无声语言的运用。手势语作为无声语言的形式，在人与人交流时承担着传递信息的重要角色。作为日常的行为语言，在实际生活中运用广泛，它也逐渐形成了其特有的符号意义。从人际交流方式和信息传播的过程中不难发现，传播符号分为语言符号和非语言符号两种不同的划分界限。语言符号通常指语言文字的表述形式，侧重于理性方式的思维表达；非语言符号则是偏重感性的部分，常常带给人想象，以色彩和图片进行传达信息，经过设计后的非语言符号能够增强感性的认知和受众情感上的沟通。如何把手势语符号在具体的实践中加以运用，创造出更深层次的设计文化，彰显独特的民族精神，这是一个需要反复思考和琢磨的课题，因而具有重大的探索性和开拓性的理论意义和实际价值。本文的研究范围是在符号应用现代设计艺术的宏观环境下进行的，研究的核心问题即是手势语符号在实践创作中的技巧和创新。全文以符号学和体语学为基本理论基础，从一般手势语在信息传播中的作用与差异性；具体实践中丰富的情感表达和各种表现形式下特殊的技巧以及创新之处三方面进行分析，探讨手势语符号运用于广告设计中所表现的作用和影响及对现代设计艺术的现实意义。研究手势语在广告设计中的运用的过程中，除了将一些设计案例与相关的理论相结合之外，本文还有三点创新之处：第一，从宏观的层面去解析手势语符号在实际信息传播方面的运用，得出影响其性质与表意的三个重要因素，分别是地域性的差异、受众个人情况的异同以及文化性的根本差异。第二，为了在达到实际的广告宣传效果，针对三点影响因素提出了手势语运用时的多种表现形式，直接模仿造型、隐喻的表达和抽象的象征意义。第三，通过新技术、新媒体、发散创新思维等，使得手势语符号在广告设计中得到更加完善的使用。更多还原

【Abstract】 Many of the hearing-impaired in the world, who look like simple life style over theaudio and diversity of one’s life, they are only rely on the use of silent language tocommunicate with other people. Sign language as a silent language way is plays a veryimportant role in interpersonal transmit information. As the daily language act, singlanguage is widely used in real life, and gradually formed its own symbolic meanings.From interpersonal communication and the process of information dissemination is notdifficult to find out that symbols are divided into two ways: one is a language symbols,and the other is non-language symbols. Language symbols as rational transmittedsymbols are usually refer to the form of the expression of the words; non-languagesymbols is on the emotional way, which usually giving the space of imagination, anduse color and pictures to convey visual information. To design the non-languagesymbols can enhance emotional in the awareness and audience communication. How touse the language symbol into design, create a deeper level of design culture,highlighting the unique national spirit, which a subject is need repeatedly thinking andpondering, and thus its has significant exploration and development in the value oftheoretical and practical.This research is in the macro environment of symbolic application of practicaldesign art and the core issue of research is that skills and innovation of the signlanguage in the creation of practice. The basic of theory is sign language and bodylanguage. There are three faces analyze this sign language, including the value anddifference of the general sign language in the dissemination of information; the fullyemotional expression in practical; and special skills and ways of innovation in thevarious manifestations. It has explored the effective and influence of the symbol of signlanguage used in advertising design and the significance of the modern art of design.The process of sign language used in the advertising design, in addition to thecombination of some design cases and the theory, so as to this article have threeinnovation points: firstly, the symbol of sign language used in the actual informationdissemination in the macro environment, and get three important factors, which areinfluence its nature and ideographic. It is including that regional difference, theaudience difference, and the fundamental difference in the cultural. Secondly, in order toreach the actually effective in the advertising, we can use of sign language in manyforms: directly imitating the shape, metaphorical expression and abstract symbolism tosolve the three-point influencing factors. Thirdly, through the new technology, media,and divergent innovative ideas, make the sign language symbol to use in advertisingdesign to be more perfectly.更多还原