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20世纪60年代,索绪尔和皮尔斯将叙述学、传播学、风格学等融入到一起,从而产生了符号学。什么叫做符号学,西方的一本著作中给符号学下了一个定义,简而言之就是研究符号的学说。符号学不是一门单一的学科,它可以运用到很多学科及领域中去,自然平面设计也不例外。从平面设计本身来看,平面设计可以通过广告、标志等方式,其目的是为了达到人与人之间的交流,而符号学的存在也是为了传递意义,两者的结合就显得自然。将符号学运用到平面设计之中,不仅为平面设计寻找到一条新的创新途径,还能赋予平面设计一种如同诗一般的视觉意境。
In the 1960s, Saussure and Pierce brought together narrative, communication and stylistics to produce semiotics. What is called semiotics, a book in the West to a definition of semiotics, in short, is to study the doctrine of symbols. Semiotics is not a single discipline, it can be applied to many disciplines and fields, natural graphic design is no exception. Graphic design itself from the graphic design through advertising, signs and other means, the purpose is to achieve the exchange between people, and the existence of semiotics is also to convey meaning, the combination of the two becomes natural. Applying semiotics to graphic design not only opens up a new creative approach to graphic design, but also gives the graphic design a poetic visual conception.