外文翻譯--霓虹燈在廣告中的價(jià)值及作用

1、Neons value and effect in advertisingNeon 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 discharge and luminous in the field of high-voltage. Neon lights color is decided by the spectral properties of the

2、 filled inert gas: optical-tube neon filled with neon lignts red; fluorescence-based neon filled with Argon and mercury lights blue、yellow and so on. the two largest category of neon lights by working gas atomic emitting stimulated radiation. Compared to other electric light, neon lights have the fo

3、llowing characteristics: First, high-efficiency; neon lights by both ends of the electrode in high-voltage field to burn the inert gas lamp, and it is different from an ordinary tungsten filament light source is necessary to spread high-temperature to Tungsten Wire for light-emitting, causing a lot

4、of power in the form of thermal energy consumed, therefore, with the same amount of electricity, neon has a higher brightness. Second; lower temperature, and the use is no matter with the Climate; Third, low energy consumption; fourth, longer life; neon works in in case of UPS more than 10,000 hours

5、, and the advantage are hard to meet by any other power source. Fifth, the production is flexible, and diverse many different colors; neon screen is Composied by the lamp and dynamic Always scanning light-emitting tubes and it can be setted of scan beating, gradually scanning, color scanning in seve

6、n color blending. Therefore, the neon is a relative small investment, a strong, economical effect andpractical form of advertising.Neon is a cold cathode glow discharge tube, the radiation spectrum has a strong ability to penetrate the atmosphere, brilliant color, scene in luminous efficiency of inc

7、andescent lamps is superior to the ordinary, and its expression 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.The bright neon lights, the United States, dynamic

8、 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 the cold cathode neon glow discharge, so a neon quality of their life up to 20000 - 30000 hours. A symbol of neon color

9、s and indicative 。In addition to the production of neon graphics, layout design 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 is

10、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 attract attention, and inspired by memories, have imagination, to think, about emotions and feelings tend to form, produce

11、a certain psychological effect, the formation of thecorresponding 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.The eye-catching colors of neon lights. Neon

12、 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 from around the things and the environment, the formation of color visual impact, triggered attention. Comparison of dif

13、ferent color combinations, you can create a colorful, bright and lively, it can be dignified and elegant, in the works of the moment in contact with the consumers, the move of consumers, to enhance attention, and in the formation of thefirst impression when the ad and color to capture, and left a de

14、ep impression on me. A symbol of neon colors and indicative. 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 symbolic use of color ass

15、ociation, 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 composition of neon colors, we have to to the Company. The enterprise, the standard color-based products

16、. "McDonald's" fast-food neon advertising, by the numerous small bulbs formed orange "M" shaped letters glistening in the night sky, a sign that is in its "M" shaped letters following the standard color is one of McDonald's - red, the whole the art of neon color

17、 to deal with the full display of its logo and color characteristics. In orange and red in embracing "MeDonald's" The light blue dotted the meantime, primary and secondary color is clear, the overall sense. The neon letters of the alphabet-shaped Japan's Kenwood stereo color from w

18、hite, red, yellow tri-color composition, these three colors are also signs Kenwood products supporting the standard color and color. Another example is Matsushita Electric Industrial Co. Ltd. by the neon red, blue and white composition, the color is not redundant during doping. These brands over the

19、 main colors of the neon lights, all with the company, enterprise, product standards marked with color-color and support. If the pursuit is always colorful, these standards matched with other colors around the green, purple, green and other colors, from the point of view the types of color seems to

20、be more than a few colors, but on the contrary, it dilutes the company, product logo standard color, to play to dominate the superfluous side effects. If we must work with other colors, it can only be selected with the main colors of similar color. Such as light yellow with yellow, orange-red matchi

21、ng the red, dark blue with light blue and so on, such as color foil contrast, only a small number of limited play and active role in decorating. Neon colors in the design of choice, it is necessary to in order to enhance their brand names, manufacturers of corporate image as the starting point, thro

22、ugh the neon lights of the visual communication to enhance corporate and product image in the eyes of consumers. Vivid colors of neon lights. Neon realistic in their color reproduction of promotional merchandise and other content related to the specific image, rich in vivid colors to attract, impres

23、s 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, exciting appeal. Yellow River Road, the street food in Shanghai up to 10 meters of the "Big Spender seafood restaurant,"

24、; the air standing on the neon billboard. Occupy an area of nearly two-fifths of a large pattern of Yue-ran out of red lobster, red color fidelity gives strong visual impact, is mouth drooling with greed, in the colorful cuisine of the Yellow River Road, the street lights in many groups . The design

25、 is unique in its vivid color. Neon works lifelike color, and enable consumers to access the product before the goods have a good impression, establish a trust, in orderto play a good product image of the role of publicity and promotion.Neon colors of the mold. Beautiful neon colors, not only to mak

26、e the audience understand the content of the ads to convey the information of enterprises and effectively to achieve 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 need

27、s of color, the color is the pursuit of beauty and longing, it would give people in the United States of Lenovo, a beautiful reverie sustenance and hope. A lot of advertising work in the implementation of advertising activities, as a result of exquisite design, color coordination in place, and the p

28、rolonged stay in the minds of consumers, taste carefully, and as a historical period advertising representative aesthetic taste. Material life and spiritual life has become a kind of enjoyment, a kind of noble mold the United States. Some high-end bars, in order to create a quiet, warm, elegant envi

29、ronment and atmosphere, green, blue or purple, and neon lights into the woods, classical architecture, the shape of mountains, rivers, so that consumers feel forget, not only to achieve the purpose of marketing, but also to cultivate the sentiment 。Neon color conversion. Produced the first neon cafe

30、 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 and widely used in the neon lights, particularly in the festival, the active, jumping, the dynamics

31、of infinite changes, conversion of the neon lights, a more festive color to add a warm, Huan atmosphere of celebration. In the colorful, false picture of the neon world of neon lights to come to the fore, often well-off changes,jumps, dynamic lights.Neon tube can be bent by the needs of a variety of

32、 shapes, the changes will enable the rich and varied forms. Dynamic, conversion 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 not leave

33、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 and bounds the order of transformation, enterprise color standards have arisen in the neon lights of the time and occupied the area, all length and c

34、olor than the auxiliary Great. Neon color changing color changes color with the computer program has been to regulate and control, even in a number of ad content, forms, multi-color illumination, the still have to pay attention to the guest of honor is clear, prominent centers, companies, corporate

35、standards must be the dominant color. 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 be gradual and sequential manner jump to the audience a sense of order, primary and secondary

36、influenza and facilitate the audience along with regular rhythm and then look at second, third. In the design of production, it is necessary to change the attraction to people, but also primary and secondary clear, no color and design sense of disorder. Transform, flashing neon leaping to promote sa

37、les, to create fun, colorfulpeople are living more and more attention and welcome. 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,

38、 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 are made. Neon at night in public places is the main advertising medium, its appl

39、ication and impact of which is outdoor advertising compared to other media can hardly comparable. Neon signs and advertisements, inthe city, bright to create an atmosphere of celebrating. 霓虹燈在廣告中的價(jià)值及作用霓虹燈自1910年問(wèn)世以來(lái)，歷經(jīng)百年不衰。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

40、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到達(dá)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

41、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。霓虹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(xiàn)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(mǎn)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 受到人們的歡送。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)。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

42、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。霓虹燈色彩的注目性。要使霓虹燈色彩到達(dá)引人注目的效果，可運(yùn)用色彩的比照手法，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。不同的色彩比照組

43、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，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。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)區(qū)分力度的同時(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)品的標(biāo)準(zhǔn)色為主?！胞湲?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“

44、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“MeDonalds 的淺藍(lán)色點(diǎn)綴其間，色彩主次清楚，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)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企業(yè)、產(chǎn)品標(biāo)志的標(biāo)準(zhǔn)色彩，起到喧賓奪主、畫(huà)蛇添足的副作用。如果一定要搭配其他色彩，那也只能選用與其主色調(diào)相近的色彩。如中黃的配上淡黃、大紅的選配橘紅、深藍(lán)色配以淡藍(lán)等，如以比照色相陪襯，只能以少量為限，起到點(diǎn)綴與活潑作用。在霓虹燈色彩的設(shè)計(jì)選擇中，要以增強(qiáng)產(chǎn)品品牌、廠家的企業(yè)形象為出發(fā)點(diǎn)，通過(guò)霓虹燈的視覺(jué)傳播，提升企業(yè)