外文翻譯--霓虹燈在廣告中的價(jià)值及作用

1、<p>　　Neon’s value and effect in advertising</p><p>　　Neon since its inception in 1910,has not changed for centuries.Neon is glass tube filled with the low-pressure inert gas, and its cold cathode glow

2、 discharge and luminous in the field of high-voltage. Neon light’s color is decided by the spectral properties of the filled inert gas: optical-tube neon filled with neon lignts red; fluorescence-based neon filled with A

3、rgon and mercury lights blue、yellow and so on. the two largest category of neon lights by working gas atomic emitting stimulated ra</p><p>　　practical form of advertising.</p><p>　　Neon is a co

4、ld cathode glow discharge tube, the radiation spectrum has a strong ability to penetrate the atmosphere, brilliant color, scene in luminous efficiency of incandescent lamps is superior to the ordinary, and its expression

5、 rich line structure can be processing of any geometric shape made from bending to meet the design requirements, through electronic control, can change color text patterns and popularity.</p><p>　　The bright

6、 neon lights, the United States, dynamic characteristics, is the light source can not be substituted by any power, and in all kinds of new light source will continue to emerge and dominate the competition. As a result of

7、 the cold cathode neon glow discharge, so a neon quality of their life up to 20000 - 30000 hours. </p><p>　　A symbol of neon colors and indicative 。In addition to the production of neon graphics, layout desi

8、gn to deal with outside of the arts should pay attention to, in colors on the design of the use of neon is an important success factor. Of color in visual communication with a primary role in people's sense of color

9、is a beauty in the most common form. A variety of colors and different color combinations can be a direct impact on the feelings of those who feel, and direct and effective way to attra</p><p>　　correspondin

10、g visual impact and image appeal. Production in neon on the specific understanding and use of color is different from the paintings in general, and has its own unique artistic and utilitarian.</p><p>　　The e

11、ye-catching colors of neon lights. Neon colors to achieve the remarkable results, in contrast to the way the use of color, resulting in different colors and color combination of feeling and help the image of neon works f

12、rom around the things and the environment, the formation of color visual impact, triggered attention. Comparison of different color combinations, you can create a colorful, bright and lively, it can be dignified and eleg

13、ant, in the works of the moment in contact with the con</p><p>　　first impression when the ad and color to capture, and left a deep impression on me. </p><p>　　A symbol of neon colors and indica

14、tive. Neon designed to use the symbolism of different colors through a combination of organic and create personalized ads with image ads in strengthening the visual identification of the work force at the same time, the

15、symbolic use of color association, support of ad text advertising continues to the specific content, brand, corporate image for tips to enhance consumer understanding of advertising content. Therefore, in considering the

16、 composition of neon color</p><p>　　consumers. </p><p>　　Vivid colors of neon lights. Neon realistic in their color reproduction of promotional merchandise and other content related to the speci

17、fic image, rich in vivid colors to attract, impress consumers. The success of the performance of color, help to strengthen advertising works the image of an object-specific sense of brightness, have a convincing realism,

18、 exciting appeal. Yellow River Road, the street food in Shanghai up to 10 meters of the "Big Spender seafood restaurant," the air standing on t</p><p>　　to play a good product image of the role of

19、publicity and promotion.</p><p>　　Neon colors of the mold. Beautiful neon colors, not only to make the audience understand the content of the ads to convey the information of enterprises and effectively to a

20、chieve the purpose of advertising, but also gives the United States in the spirit of enjoyment. In meeting the material needs of people, but also the formation of people's aesthetic needs of color, the color is the p

21、ursuit of beauty and longing, it would give people in the United States of Lenovo, a beautiful reverie sustenan</p><p>　　also to cultivate the sentiment 。</p><p>　　Neon color conversion. Produce

22、d the first neon cafe in France, which was mainly as a symbol of cafes and decoration or embellishment, as in places of entertainment. With the commercial development, shopping malls, hotels hotel industry has introduced

23、 and widely used in the neon lights, particularly in the festival, the active, jumping, the dynamics of infinite changes, conversion of the neon lights, a more festive color to add a warm, Huan atmosphere of celebration.

24、 In the colorful, false pictur</p><p>　　jumps, dynamic lights.</p><p>　　Neon tube can be bent by the needs of a variety of shapes, the changes will enable the rich and varied forms. Dynamic, con

25、version of the neon light, because of its more active, and therefore the use of companies, enterprises, products, logos and other criteria to do color-color elements, when the color changes with the changes, still can no

26、t leave the standards of color and color-assisted between the main and sub-relations, that is, transform them in various colors, whether gradually or by leaps</p><p>　　centers, companies, corporate standards

27、 must be the dominant color. </p><p>　　Dynamic lights and never should be together not in pursuit of "jump" and give people the feeling of clutter, no matter what color, what pattern, there should

28、be gradual and sequential manner jump to the audience a sense of order, primary and secondary influenza and facilitate the audience along with regular rhythm and then look at second, third. In the design of production, i

29、t is necessary to change the attraction to people, but also primary and secondary clear, no color and design sense of diso</p><p>　　people are living more and more attention and welcome. </p><p>

30、;　　Neon colors in the ad and the role of the value of neon is the most important advertising family, beautiful family. The commanding heights in the city, commercial Street high-rise buildings of the roof, awning stores,

31、 even the lamp posts are covered with a colorful array of neon. To beautify the city of neon, more decorative commercial outlets for the dissemination of advertising information to guide the contribution of consumption a

32、re made. Neon at night in public places is the main advertising</p><p>　　the city, bright to create an atmosphere of celebrating.</p><p>　　霓虹燈在廣告中的價(jià)值及作用</p><p>　　霓虹燈自1910年問(wèn)世以來(lái)，歷經(jīng)百年不

33、衰。霓虹燈是靠充入玻璃管內(nèi)的低壓惰性氣體，在高壓電場(chǎng)下冷陰極輝光放電而發(fā)光。霓虹燈的光色是由充入惰性氣體的光譜特性決定：光管型霓虹燈充入氖氣，霓虹燈發(fā)紅色光；熒光型霓虹燈充入氬氣及汞，霓虹燈發(fā)藍(lán)色、黃色等光，這兩大類(lèi)霓虹燈都是靠燈管內(nèi)的工作氣體原子受激輻射發(fā)光。其他電光源相比，霓虹燈具有以下特點(diǎn)：第一，高效率；霓虹燈是依靠燈光兩端電極頭在高壓電場(chǎng)下將燈管內(nèi)的惰性氣體擊燃，它不同于普通光源必須把鎢絲燒到高溫才能發(fā)光，造成大量的電能以熱能的

34、形式被消耗掉，因此，用同樣多的電能，霓虹燈具有更高的亮度。第二；溫度低，使用不受氣候限制；第三，低能耗；第四，壽命長(zhǎng)；霓虹燈在連續(xù)工作不斷電的情況下，壽命達(dá)一萬(wàn)小時(shí)以上，這一優(yōu)勢(shì)是其他任何電光源都難以達(dá)到的。五、制作靈活，色彩多樣；霓虹燈畫(huà)面由常亮的燈管及動(dòng)態(tài)發(fā)光的掃描管組成，可設(shè)置為跳動(dòng)式掃描，漸變式掃描、混色變色七種顏色掃描。因此、霓虹燈是一種投入較少、效果強(qiáng)烈、經(jīng)濟(jì)實(shí)用的廣告形式。</p><p>　　霓虹

35、燈是一種冷陰極輝光放電管，其輻射光譜具有極強(qiáng)的穿透大氣的能力，色彩鮮艷絢麗、多姿，發(fā)光效率明顯優(yōu)于普通的白熾燈，它的線條結(jié)構(gòu)表現(xiàn)力豐富，可以加工彎制成任何幾何形狀，滿足設(shè)計(jì)要求，通過(guò)電子程序控制，可變幻色彩的圖案和文字 受到人們的歡迎。霓虹燈的亮、美、動(dòng)特點(diǎn)，是目前任何電光源所不能替代的，在各類(lèi)新型光源不斷涌現(xiàn)和競(jìng)爭(zhēng)中獨(dú)領(lǐng)風(fēng)騷。由于霓虹燈是冷陰極輝光放電，因此一支質(zhì)量合格的霓虹燈其壽命可達(dá)20000--30000小時(shí)。</p>

36、;<p>　　霓虹燈色彩的象征性與提示性。霓虹燈制作中除了在圖形、編排設(shè)計(jì)方面要注意藝術(shù)處理之外，在色彩上的運(yùn)用是構(gòu)成霓虹燈設(shè)計(jì)成功與否的十分重要的因素。在視覺(jué)傳播中色彩具有第一性的作用，人們對(duì)色彩的感覺(jué)是一段美感中最普遍的形式。各種不同的色彩以及不同的色彩組合能直接影響被感受者的感覺(jué)，并直接有效地吸引注意力，啟發(fā)記憶，產(chǎn)生想象，進(jìn)行聯(lián)想，左右情緒，形成感情的傾向，產(chǎn)生一定的心理作用，形成相應(yīng)的視覺(jué)沖擊力與形象感染力。在霓

37、虹燈廣告制作中，對(duì)具體色彩的理解與運(yùn)用，不同于普遍的繪畫(huà)作品，而有其獨(dú)特的藝術(shù)性與功利性。</p><p>　　霓虹燈色彩的注目性。要使霓虹燈色彩達(dá)到引人注目的效果，可運(yùn)用色彩的對(duì)比手法，從而產(chǎn)生與眾不同的色彩感覺(jué)與色彩組合，并有助于霓虹燈作品形象區(qū)別于周?chē)挛锱c環(huán)境，形成色彩視覺(jué)沖擊力，引發(fā)注意。不同的色彩對(duì)比組合，可以營(yíng)造鮮艷奪目、明亮活潑，也可以是莊重高雅、雍容華貴，在作品與消費(fèi)者接觸的一剎那中，打動(dòng)消費(fèi)者

38、，增強(qiáng)注意的力度，在形成廣告的第一印象時(shí)，色先奪人，并留下深刻的印象。</p><p>　　霓虹燈色彩的象征與提示性。霓虹燈廣告設(shè)計(jì)制作中運(yùn)用不同色彩的象征意義，通過(guò)有機(jī)的組合，創(chuàng)造具有個(gè)性化的廣告形象，在強(qiáng)化廣告作品的視覺(jué)辨別力度的同時(shí)，運(yùn)用色彩的象征性產(chǎn)生聯(lián)想，輔助廣告文字不斷對(duì)廣告的具體內(nèi)容、品牌、企業(yè)的形象進(jìn)行提示，加深消費(fèi)者對(duì)廣告內(nèi)容的理解。因此在考慮霓虹燈廣告的色彩組成時(shí)，一定要以本公司。本企業(yè)、本產(chǎn)

39、品的標(biāo)準(zhǔn)色為主。“麥當(dāng)勞”快餐的霓虹燈廣告，由無(wú)數(shù)橘黃色小燈泡組成“M”形字母在夜空中閃閃發(fā)光，在它的標(biāo)志即“M”形字母下面是麥當(dāng)勞的標(biāo)準(zhǔn)色之一——紅色，整個(gè)霓虹燈色彩的藝術(shù)處理充分展示了它的標(biāo)志與標(biāo)準(zhǔn)色的特色．在橘黃與紅色的環(huán)抱中“MeDonald’s” 的淺藍(lán)色點(diǎn)綴其間，色彩主次分明，整體感強(qiáng)。英文字母形的霓虹燈日本健伍音響的色彩由白、紅、黃三色組成，這三種色彩也是健伍產(chǎn)品標(biāo)志的標(biāo)準(zhǔn)色和輔助色。又如松下電器的霓虹燈廣告由紅，藍(lán)兩色構(gòu)

40、成，沒(méi)有多余的色彩摻雜其間。以上的這些品牌的霓虹燈的主色調(diào)，都與該公司、企業(yè)、產(chǎn)品標(biāo)志的標(biāo)準(zhǔn)色和輔助色相吻合。如果只是一味追求五彩繽紛，在這些標(biāo)準(zhǔn)色周?chē)倥渖掀渌木G、紫、青等色彩，從色彩的種類(lèi)上看似乎是多了幾種顏色，但它卻相反地沖淡了</p><p>　　霓虹燈色彩的逼真性。霓虹燈廣告可以其色彩的逼真性再現(xiàn)商品及其他相關(guān)宣傳內(nèi)容的具體形象，以色彩豐富形象逼真來(lái)吸引、打動(dòng)消費(fèi)者。色彩的成功表現(xiàn)，能強(qiáng)化廣告作品中具

41、體物體的形象感，在鮮艷度、真實(shí)度方面產(chǎn)生令人信服、令人心動(dòng)的感召力。上海黃河路美食街上高達(dá)十幾米的“大富豪海鮮酒樓”凌空矗立的霓虹燈廣告牌上。占據(jù)近五分之二面積的一個(gè)碩大的紅色龍蝦圖案躍然而出，鮮紅逼真的色彩給人強(qiáng)烈的視覺(jué)沖擊力，使人饞涎欲滴，在花花綠綠的黃河路美食街上，在眾多的霓虹燈群中。這個(gè)設(shè)計(jì)以其逼真的色彩獨(dú)樹(shù)一幟。霓虹燈作品中的色彩逼真性，能使消費(fèi)者在接觸商品之前就對(duì)該產(chǎn)品產(chǎn)生良好的印象，建立某種信任，從而起到較好的產(chǎn)品形象宣傳

42、與促銷(xiāo)作用。</p><p>　　霓虹燈色彩的陶冶性。精美的霓虹燈廣告色彩，不僅使受眾了解了廣告內(nèi)容、傳達(dá)了企業(yè)的信息、有效地達(dá)到廣告促銷(xiāo)的目的，而且還能在精神上給人美的享受。人在滿 足物質(zhì)需求的同時(shí)，也形成了人們對(duì)色彩的審美需求，美麗的色彩令人追求與向往，它會(huì)給人以美的聯(lián)想、寄托美好的遐想與希望。不少?gòu)V告作品在實(shí)施廣告促銷(xiāo)活動(dòng)中，由于設(shè)計(jì)制作精美，色彩協(xié)調(diào)到位，而長(zhǎng)時(shí)間留在消費(fèi)者的心目中、仔細(xì)品味，并成為一個(gè)歷

43、史時(shí)期廣告審美情趣的代表作。成為物質(zhì)生活與精神生活的一種享受，一種高尚美的陶冶。一些高檔的酒吧，為了營(yíng)造寧?kù)o，溫馨、幽雅的環(huán)境與氣氛，以綠色、藍(lán)色或紫色調(diào)，把霓虹燈制作成樹(shù)林、古典建筑、山川河流的形狀，使消費(fèi)者身臨其境流連忘返，既達(dá)到營(yíng)銷(xiāo)的目的，又陶冶了情操。</p><p>　　霓虹燈廣告的色彩轉(zhuǎn)換。最早的霓虹燈產(chǎn)生于法國(guó)的咖啡館，當(dāng)時(shí)主要是作為咖啡館的標(biāo)志和裝飾，或作為娛樂(lè)場(chǎng)所的點(diǎn)綴。隨著商業(yè)的發(fā)展，百貨商場(chǎng)

44、、旅館酒店等行業(yè)先后引進(jìn)并廣泛采用了霓虹燈，尤其在節(jié)日里，活躍、跳躍、變幻無(wú)窮的動(dòng)態(tài)、轉(zhuǎn)換的霓虹燈，更為節(jié)日的喜慶色彩增添了熱烈，歡慶的氣氛。在姹紫嫣紅、燈紅酒綠的霓虹燈世界里能脫穎而出的霓虹燈，往往是那些富有變幻、跳躍、動(dòng)態(tài)的霓虹燈。</p><p>　　霓虹燈管可以彎成各種所需要的形狀，可使形式變化豐富多彩。動(dòng)態(tài)，轉(zhuǎn)換的霓虹燈，由于它的活動(dòng)性比較大，因此在采用公司、企業(yè)、產(chǎn)品等標(biāo)志的準(zhǔn)標(biāo)色做色彩元素時(shí)，當(dāng)色彩

45、進(jìn)行演變與變換時(shí)，仍不可離開(kāi)標(biāo)準(zhǔn)色與輔助色之間的主、次關(guān)系，即在變換當(dāng)中，各種色彩不管是按順序漸變或是跳躍式變換，企業(yè)的標(biāo)準(zhǔn)色在霓虹燈上所出現(xiàn)的時(shí)間和所占據(jù)的面積，都要比輔助色長(zhǎng)和大。霓虹燈色彩的變色與變幻色調(diào)已由電腦程序來(lái)調(diào)節(jié)和控制，即使在多項(xiàng)廣告內(nèi)容，多種形式、多種色彩集于一身時(shí)，仍要注意主賓分明、中心突出，公司、企業(yè)的標(biāo)準(zhǔn)色都要占主導(dǎo)地位。</p><p>　　動(dòng)態(tài)霓虹燈應(yīng)該聚而不散、不能為了追求“跳躍”而

46、給人凌亂的感覺(jué)，不管采用何種色彩，何種圖案，都應(yīng)該有順序地漸變和跳躍，給受眾一種秩序感、主次感、并便于受眾順著有規(guī)律的節(jié)奏接著看第二次、第三次。在設(shè)計(jì)制作時(shí)，既要給人以變幻的吸引力，又要主次分明，沒(méi)有色彩和圖案紊亂的感覺(jué)。變換、閃爍、跳躍式的霓虹燈為促進(jìn)銷(xiāo)售，為營(yíng)造歡樂(lè)、多姿多彩的生活正越來(lái)越受到人們的重視與歡迎。</p><p>　　霓虹燈色彩在廣告中的價(jià)值及作用霓虹燈廣告，是廣告家族中重要的，艷麗一族。在城市

47、的制高點(diǎn)、商業(yè)街高樓大廈的房頂、店面雨篷，甚至連燈柱上都布滿了五彩繽紛、琳瑯滿目的霓虹燈廣告。霓虹燈廣告為美化城市、點(diǎn)綴商業(yè)網(wǎng)點(diǎn)、為傳播廣告信息、引導(dǎo)消費(fèi)都立下了汗馬功勞。霓虹燈廣告是公共場(chǎng)所在夜間的主要廣告媒體，其應(yīng)用之廣、影響之大，是戶(hù)外廣告中其他媒體所難以相比媲美的。霓虹燈及其廣告，在使城市“亮”起來(lái)，營(yíng)造歡慶氣氛中功不可沒(méi)。</p><p><b>　　機(jī)電學(xué)院 陳國(guó)偉</b><