First, the characteristics of comprehensive photography
(A) the two major principles of thinking
1. Heterogeneous assimilation. To put it simply, it is to analyze and compare familiar methods with existing knowledge and put forward new ideas, that is, to treat unfamiliar things as familiar things that have long been used to.
2. Homogeneous alienation. From a new angle or in a new way? Deal with it? Some familiar things that have long been used to, so as to put forward new ideas, that is, treat familiar things as unfamiliar things.
(B) Comparison of four skills
1. personification analogy
In creative activities, people often personify the creative object. In mechanical design, anthropomorphic design can be inspired by the action of a certain part of the human body, and often get unexpected results. Now, this anthropomorphic analogy method is also widely used in scientific management.
2. Positive similarity
Looking for something similar to the creation object from nature or existing achievements. For example, designing a control system of jet skis can be compared with cars. Control mechanism, lamp, horn, braking mechanism, etc. The car can be properly modified, and it is easier to succeed than designing things out of thin air. For another example, using bionics to design airplanes and submarines is also a direct analogy method.
3. Symbolic analogy method
The so-called symbol is a way to express some abstract concept or thoughts and feelings with concrete things. In creative activities, people can also give the creative object a certain symbolic meaning and make it have a unique style, which is called symbolic analogy. Symbolic analogy is widely used in architectural design. For example, the design of monuments and memorial halls needs to be endowed with grand, solemn and elegant symbolic style. On the contrary, the design of cafes, teahouses and concert halls needs to be endowed with artistic and elegant symbolic style.
4. Imaginative analogy
The human imagination is infinite. We can inspire human beings through fairy tales, novels and proverbs, and get solutions to problems from them. In the era of rapid development of science and technology, it has become a reality for people to solve problems with fantasy. As we all know, Bernard, the father of famous science fiction, has extraordinary imagination and is a master of fantasy analogy. For example,/kloc-there was no radio more than 0/00 years ago, but the characters in his novels took a fancy to TV.
Second, the implementation process of comprehensive photography method
The first stage: ask questions and analyze them.
Innovation means constantly asking questions and solving problems, and the theme of advertising is asking questions. This question can be raised by the outside world or by the creative team itself. Analyzing the problem is a brief analysis of the problem, which is first explained and analyzed by experts. This process is familiar with unfamiliar things (heterogeneous assimilation).
The second stage: fuzzy theme, analogy hypothesis.
The moderator leads the group members to discuss, and puts forward homogeneous questions with similar nature to the questions at the meeting, while hiding the original questions. Put forward specific problems in a broad sense, create a condition that can spontaneously generate ideas, thus arouse a wide range of ideas, thus stimulate creativity, and then gradually clarify and concretize the broad issues, and finally complete creativity.
The third stage: free association and infinite extension.
This process can be regarded as the time to stay away from the problem? Vacation? It is also the key to comprehensive photography. Because the goal is very abstract, participants can expand the discussion of the problem. When some ideas are helpful to reveal the theme of the advertisement, the host will summarize and guide them in time. The purpose of this stage is to make the familiar unfamiliar.
Yeah, the abstract word in the last paragraph? Gravity? With what? Nervous? Extended analogical association:
The expansion and contraction of the spring and the tight rubber pull the flying kite;
Knitted sweaters and the discreteness of character structure;
The binding of thread, the healing of wound.
There can be more similar associations mentioned above in order to relax the thinking chain.
The fourth stage: the architecture is transmitted to each other, and it is far-fetched and will be paired.
There are two ways to do this. Gordon's approach is to match metaphors with far-fetched themes. In this case, creativity is usually stimulated. Another way is to connect the two elements far-fetched, and at the same time expand fantasy and connect with the theme. Either way, team members need to discuss and study around the theme and analogy elements until they find the creativity to express the theme. The purpose of this stage is to make strangers familiar.
Connect the association with the theme: The tight rubber band can be compared to our relationship with our family and relatives-the more we pull it, the more it hurts? . The kite being towed and released can be described as? Attention-parents let you into the world; In the final analysis-did you let your parents enjoy their family? . ? Bound by thread? Extend it into a telephone line, wrap it around your leg and resort to it? Don't let the telephone line trip you. . Many of these analogies can be developed into the foothold of advertising innovation.
The fifth stage: practical collocation, making a plan.
At this stage, we should combine the goal of solving the problem, make a feasibility study on the enlightenment from analogy and association in the previous stage from the aspects of art, technology and economy, turn the creativity into a solution to the problem, and draw up a specific advertising scheme through the graphic design of the scheme.
Third, the application case of comprehensive photography
In 2008, the Sixth International University Student DAF Anti-Fur Design Competition did not require specific copywriting in the works, but only required designers to convey the following ideas: wearing fur clothes is cruel, fur is not fashionable, and they are not necessities of life. After analysis, we know that this is a very specific theme and a process of heterogeneous assimilation.
At the meeting, the host raised and discussed the creative nature of advertisements, while hiding the theme, objectives and specific requirements of creative advertisements. As a general? Wearing fur is cruel? Abstract as? Evil deeds? With such an infinite and abstract vocabulary, the purpose of doing so is to make thinking broader and more free and break the constancy of thinking.
Right? Evil deeds? This concept is connected by analogy, which is a process of homogenization and alienation.
? Evil deeds? Analogy and association: *, robbery, theft, murder, mental destruction, discrimination, etc.
Mandatory links to topics, such as animals, slaughter, knives; Animals, broken families, peeling; Animals, abuse, acupuncture, etc.
After the scheme is formed, some linked materials will be visualized at this stage. The picture shows a hunting knife with a bleeding animal reflected on its surface. Accuse cruelty with knives, animals, blood and other picture elements. The graphics are two family portraits: the first is a family of three animals, and the second is that the position of father and mother is replaced by leather boots and purses, which implies that both father and mother in a family are tortured and made into leather products, and profoundly reveals that the excessive pursuit of leather products by human beings is based on the pain of animals. Two little foxes looked at their mother who was made into a coat collar in front of a shop window, calling on her to go home and appealing to people to reflect on cruel consumption behavior by anthropomorphic means. Replacing a cute little fox's beard with a steel needle by isomorphism is very impactful and accuses human beings of cruelty to animals.
There are also some advertisements with abstract themes, such as the third session? East ten west? The title of the poster contest? Source? This theme. This theme is very abstract and plastic. Different designers can interpret it from different angles, such as cultural thoughts: the source of culture, the source of love, knowledge as a resource, the origin of mankind, the source of war, homology, the source of happiness, the source of evil, the source of words, the source of civilization and so on. Water resources protection: pollution source, source of life, water resources protection, water resources conservation, etc. Other resources: protect marine resources, protect the earth's energy, protect green resources, protect the environment and protect animal resources. These can be used as component themes.
? Source? Analogy and association: mother, ancestor, origin, birthplace, three rivers, resources, origin, Yellow River, Yanhuang, creation, founder, Cang Xie, fertilized egg, itself, origin, nature, sun, water, rain, umbrella, trees, photosynthesis, green life, oxygen, evolution, etc.
Forcibly link the above sub-themes: the source of life, itself, green life, trees; The source of life, water, mother; Cherish water resources, cherish water and cherish umbrellas.
Refine into a plan: in words? Ben. As the main image, will? Ben. Lower part? One? Divided into different treatments, two words were formed:? Ben. Wood? , cleverly expressed the forest is the fundamental meaning of life. In Chinese characters? Mom? For visual image, will? Mom? The two points and shapes in Chinese character strokes are visualized and become positive and negative yin and yang water drops. The concept that water is the source of life is expressed by several elements, such as water drops, positive-negative conversion and mother. It is a common sight to open an umbrella when it rains, and the rain falls to the ground through the eaves of the umbrella. But in the rain, I held an anti-umbrella, and the rain was collected in the umbrella. This is an impossible scene in real life, but it can well express the theme of cherishing water.
As a means to promote design creativity, the greatest value of comprehensive photography lies in that in the creative process, due to the ambiguity of its theme, it avoids the narrowness of thinking, allows thinking to use analogy in more abstract themes, greatly increases the strangeness of creativity, and is conducive to the novelty of creative expression, thus effectively expanding the breadth and depth of creative fields.
(Note: The title of this article is Hubei Education Science in 2009? Eleventh five-year plan? Planning project, project number: 2009B 107. )
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Author: School of Art and Design, Xiaogan University
(Editor: Xuan Lei)