接受美学视野下的海报设计

接受美学是20世纪60年代末诞生的一种新的文艺美学理论,其核心观念与海报设计有许多相通之处,可用以指导海报设计实践活动。从接受关学的角度解读海报设计,既有助于加深受众对海报作品的理解,也为设计师提供了一种新的思维方式,如“第一文本、第二文本”理论有助于促进海报设计的大众性,“期待视界,审美距离”理论有助于促进海报设计的创新性,“召唤结构”理论有助于促进海报设计的艺术性。

Receptional Aesthetic and Poster Design

Receptional aesthetic is a theory of literature and art that appeared towards the end of the 1960s.The core idea of the theory has much to be interlinked with poster design,so the theory can be used to guide practical activities of poster design.The interpretation of poster design from the perspective of receptional aesthetic not only contributes to better understanding of poster works but also provides designers with a new way of thinking.For example,the theory of the first version,the second version is conducive to making poster design more popular,the theory of horizon of expectation,aesthetic distance is conducive to promoting innovation in poster design,the theory of appeal structure contributes to increasing the artistry of poster design.