摘要
图像时代的包装设计与以往时代有着显著的差异,商品对象的使用价值被边缘化,功能性要素隐退至二线,视觉性的图像符号成为设计关注的焦点。整个设计呈现出区别于以往时代的美学新质:强调图像的观赏性,图像能指的虚拟性,图像审美的随意性和前快乐性,图像生产的间接性。这种新质重构了审美主体的心理,生成了一种新感性,并以一种无意识的方式将人们的消费欲望内化为一种时尚信仰与自觉的情感选择,从而建构了一种关于消费主义的价值神话与话语霸权,完成了物(商品)对人(主体)的控制,深刻地表征了人的复杂的社会关系与权力形式。
There are notable differences in image times package designs compared with the time in the past： utility value of commodity has been marginalized,the functionality key element occupies less important position,the visual pictorial symbol becomes the focal point in designing. The are some new aesthetics qualities in package designs：emphasizing the image decoration,expressing suppositional images,beauty arbitrariness and front happy of image appreciation and so on. This new quality has con- structed the appreciation of the mentality of main body, generated one kind of new perceptual and put up a kind of value myth and utterance hegemony about consumption doctrine, thus accomplished thing （commodity） controlling to people （main body） and has shown people＇s complicated human relations in society and authority form deeply.
出处
《武汉理工大学学报（社会科学版）》
CSSCI
北大核心
2010年第1期33-38,共6页
Journal of Wuhan University of Technology:Social Sciences Edition
基金
湖南省哲学社会科学成果评审委员会课题"商业步行街景观设计研究"(0806023A)
关键词
图像时代
包装设计
美学新质
霸权
image
package designs
new aesthetics quality
hegemony
