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文献出处：Castro N R. The application and research of commercial illustration[J]. Business Strategy and the Environment, 2016, 12(5): 122-133.
原文
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 painter's 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 public's 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 people's 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: \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. 2.1 Gestalt theory
As a whole is not equal to the sum of the parts, it is often greater than the sum of the parts, often produce new things and highlight the characteristics of the whole. The brain consciousness clean each element is often follow the rule of the law of similarity, proximity principle, continuity and common law. Explain and reversibility of subject and the background. Gestalt theory thinks that perception is encountered more than
the eyes, perception of much more than to provide the basic physical senses. Gestalt theory attaches great importance to the feeling about the integrated graphics research, and will this feeling to build on the basis of analyzing the graphical content of much individual form. Can inspire an artist to break through the conventional, graphic focus on a particular element, so as to attract the attention of the audience, to achieve the purpose of conveying information. To guide the illustrator will work color, depth, displacement and other graphic image basic elements integrated into a meaningful whole.
2.2 Symbol theory
Symbols can be divided by type representational, lenovo, symbolic. Representational symbol is the most close to the concrete things, also is the most easy to interpret symbols. Lenovo symbol and his things or ideas with logic or common sense of lenovo, but not directly copy the original, and thus interpret their time slightly longer than the representational type symbol. Symbolic symbols with what he said there is no logical relationship between things or concepts, but it is affected by the social and cultural factors, compared with the figurative symbols and lenovo symbols, symbolic symbols more emotional response. Network popular and the spread of graphic elements and symbols in this part of the elements and symbols into the field of illustrations, convergence between art symbol, makes the sociology theory is of great realistic significance. 2.3 Cognitive theory
Cognitive theory is that graphics visual communication process is the observer through the brain active and reached a conclusion, usually, culture, projection, memories, looking forward to, search, select and pay attention to the activity can affect the person's graphic image perception. If an artist to the machining process of the brain is not as a mechanical effect, so the brain activity is very meaningful, it not only makes the human see graphic image, and enables them to make the fullest use of these images. These theories from the composition, perception accept characteristic, psychological cognitive process for the practical application of illustrations made a theoretical guidance.
3 The characteristics of three commercial illustrations
Commercial illustration is the author draw illustrations for the companies or products, obtain the related compensation, and give up the ownership of works, only keeps the trade behavior of authorship. This behavior and we thought there is essential difference between painting and art paintings before were not personal or organization collection, unlimited printed or displayed on a variety of media, the authors get a small percentage of the cost. And commercial illustration for only one product or customer service, once paid, the author gave up the ownership of the works, and orange should pay big proportion, this painting and art collection or auction of the end result is the same. Commercial illustration, however, life is short, a product or business in the update, this picture is pronounced dead or terminate propaganda., it seems, the end of the commercial illustration somewhat solemn and stirring, but on the other hand, commercial illustration in a short time for the glory of the art painting can't match. Because commercial illustration is communicated through advertising channels, a wide coverage, the attention rate is many times higher than the art of painting. Commercial illustration as a form of visual art, specifically as a molecule in the practical art, has its own aesthetic features. Among them, the most obvious has the following several characteristics. 3.1 Purpose and conditionality
Commercial illustration and other works of art, have aesthetic value, utilitarian value and moral value. Utility value is the first of these; this is because the commercial illustration itself has very strong purpose and conditionality. Commercial activity is a social activity, it serves as a catalyst with commercial illustration, facilitate business activities smoothly, finally achieve the aim of all kinds of business activities. Commercial illustration is to promote these goals, and to serve the purpose. So it has very clear purpose, and is subject to a specific purpose. So, the purpose of commercial illustration is very clear, what, why, and painting is the purpose of subject must be clear, claims must be clear. 3.2 Practicality and popularity
Practicality and popularity is the remarkable feature of modern design art, as a
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