论装置艺术对广告设计的启示

科技信囊 。规划与设计O 删CE&TECHNOLOGYINFORMATION2009年第1l期 OnInspiraIionofIllstaUaIionArctoAdVerIisementDesign Ji Tao (ArtsDesignSchool，ShandongInstituteoflightIndustry，JiNan，Shandong，250353) [Abstract]InstallationArtisfillartwithprofoundmeaningsandstrikinginspiration．Itisofgritimportancetoadvertisement,whichaimsto captureviewer’sattentionandaffectionimmediately．anditalsoc∞exertla8tingorsubtleinfluelIcesoilviewers． [Keywords]Installation；Emotions；Advertisement 论装置艺术对广告设计的启示 纪涛 I山东轻工业学院艺术设计学院 山东济南250353) InstallationArt目毙删toclassifiedasoneofexhibitionartintemm 01fclassificationofarts．Asfar∞itsexternalformis concemL妇。 installationartconsistoffieldandmaterial．bothofwhichamrelated Withtime．anditsexistencehastimelimit．Butinstallationartdiffers fromexhibitionin thatinstallationartis朋dewedwithprofound emotionalelements,i．e．install砒ionart=field+material+emotions。 which，intheauthor’sopinion。isthemostobviouspointthatdifiersfrom exhibitionart．Installationart，originatingfromtheartists’limitsinthe fieldofemotionalcommunicationoftraditionalartlanguage。isaformof explorationinnewaItforms． ThefollowingaIe80metypicalcM． Case1： AirportServiceroad．isgray。Thewm'ehouse诵thitsgraybrickwall， plaincementfloorandwhitewindowsimpressedvisitorswithits hollownessandindifference．He，with柚artist’ssensitivity，applied instalJationartwithhighdegreeofprofessionalproficiency．Inhishouse， ouecanfindaroomwithoutroof,andafurnitore—likeclosestoolset obviouslyinabigroom．Thereareonlytallgraywalls，ahushofbamboo， somewillowtreesandpagodatrees，randomlygrowingatthefootofthe wallsintheyard。whichisinorethan1200squaremeters．Thestepping— stoneinthefrontofthegatearebrokenintotwoparts．oneburiedatthe gate，theotherpartlyingsilentlyatthefoottheyardwall．AiWeiwei’s workisinstalledharmoniouslyinhisspace．Themoststrikingthingisa circlemadebyabike．Besides，thereisabedmadeofsuperiorhardred wood．AiWeiweiissoodatcombiningtwothingswhich$能mtobe unrelated,creatinganewmeaning．Andthisthinkingmodeisfrequently usedinhisotherworks． Case3： After9．11 terroristattackinNewYork，XuBing^afamousChinese Americaninstallationartist,collecteds∞leextremelytinydustfrom WorldTradeCenterrelic，andsprayedthedustintheformoffoginhis exhibitionspace，onthegroundofwhichisalineofEarlishwords“As thereisnothingfromthefirst,Wheredosethedustitselfcollect”，whieh iscarvedinadvaneewithPVCmaterial．Asthedustsettledin24hours，Thework抽thepicture诂thenewcreationof加Weiwel．whichis hetookawaythewordmodules，onlyleavingthedustandtraceofthem毗础．。AiQingCultumPark”．10catedinJinhua,Zhejiang．Inthe wordmodulesonthefloor,anditsChinesemeaningisafamiliarChinesemiddleoftheAiQingCulturePark．AiWeiweibuilt8stelematrixwith Dhyanaquotation“BENIJAIWUYIWU，HECHURECHENAI”(Astheli曲t—coIorednativestones。whichsymbolizesintheformofsculpture thereisnothingfromthefirst，Wheredosethedustitselfcollect)·thef抽u8workOdetoLightbyAiQil驻 Case2： Ca髓4： ‘。 (takeninBeuingsongzhuangPanters’village) WhenPoetAiWeiwei，therenownedinstallationartistwhoinitiated(Thepicturetakena：t 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