本文選題：廣告創(chuàng)意　切入點：廣告表現(xiàn)　出處：《重慶工商大學》2017年碩士論文　論文類型：學位論文

【摘要】：從19世紀人們一星期也未必能看到一則廣告到如今的廣告滿天飛的時代,經(jīng)濟的發(fā)展帶來了廣告的繁盛,然而這個時代以產(chǎn)品功能訴求為重點的廣告已不再那么有效,人們更關(guān)心情感上的需要。正因為如此,廣告創(chuàng)意中的情感表現(xiàn)手段的恰當運用變得尤為重要,雖然心理學上關(guān)于情感的研究已經(jīng)相當深入,但在廣告領(lǐng)域?qū)⑿睦韺W運用于廣告創(chuàng)意中的情感表現(xiàn)的研究尚不多見。本文從心理學視角,以傳播學、廣告學相關(guān)理論為基礎(chǔ),以收集到的大量經(jīng)典廣告案例為支撐,探討廣告創(chuàng)意中的情感表現(xiàn)影響受眾的內(nèi)在規(guī)律和根本原因以及在廣告廣告創(chuàng)意中運用情感手段應(yīng)注意的問題。本文共分為五個部分,第一部分為緒論,主要闡述本文的研究背景及研究意義,并對與本文研究相關(guān)的中外文獻進行綜述,了解研究現(xiàn)狀,分析總結(jié)其成果及欠缺之處,同時闡明本文的主要研究方法和對本研究相關(guān)概念進行界定。第二部分是本文的理論基礎(chǔ)及現(xiàn)狀描述,橫向闡述廣告創(chuàng)意的分類特征和廣告創(chuàng)意中情感表現(xiàn)的特殊優(yōu)勢和動因分析以及從縱向角度闡述了當前廣告創(chuàng)意情感表現(xiàn)的發(fā)展趨勢。第三部分從廣告心理學角度詳細闡述了情感表現(xiàn)對廣告受眾認知過程包括注意、理解和認可階段產(chǎn)生的潛移默化、不容忽視的影響及對廣告效果的舉足輕重的作用,這部分為本文打下了堅實的理論基礎(chǔ)。第四和第五部分注重探討廣告創(chuàng)意中情感表現(xiàn)手段的實踐運用問題,第四部分立足當今時代背景以及廣告行業(yè)現(xiàn)狀,以大量實例為支撐詳細闡述了廣告創(chuàng)意中運用情感表現(xiàn)的具體手段及這些手段的特征展示。最后一部分即是以理論指導實踐,通過前文對理論的深入挖掘和闡述,在此基礎(chǔ)上針對性的提出廣告創(chuàng)意中運用情感表現(xiàn)應(yīng)注意的問題等。本文認為通過在廣告創(chuàng)意中運用情感表現(xiàn)手段,傳達產(chǎn)品的特殊價值,引起受眾情感上的共鳴,能夠激起消費者的購買欲望和行動。所以廣告創(chuàng)意的關(guān)鍵就是要將情感恰當?shù)霓D(zhuǎn)變成產(chǎn)品和消費的一部分,并能賦予產(chǎn)品新的性質(zhì)或豐富其原有內(nèi)涵。因此廣告創(chuàng)作人員應(yīng)該充分認識到情感表現(xiàn)的價值并運用到廣告創(chuàng)意之中。
[Abstract]:From 19th century, people may not be able to see an advertisement a week to the present advertising era, the development of the economy has brought about the prosperity of advertising, but in this era, the focus on product function demand advertising is no longer so effective. People are more concerned about emotional needs. Because of this, the proper use of emotional expression in advertising creativity has become particularly important, although psychological research on emotion has been fairly thorough. However, in the field of advertising, there are few researches on the emotional performance of applying psychology to advertising creativity. From the perspective of psychology, based on the relevant theories of communication and advertising, this paper is supported by a large number of classic advertising cases. This article is divided into five parts: the first part is the introduction. This paper mainly describes the research background and significance of this paper, and summarizes the relevant literature in this paper, understand the current situation of research, analyze and summarize its achievements and shortcomings. At the same time, it clarifies the main research methods and defines the related concepts. The second part is the theoretical basis of this paper and the description of the present situation. This paper expounds the classification characteristics of advertising creativity, the special advantages and motives of emotion expression in advertising creativity, and expounds the development trend of advertising creative emotion performance from the vertical angle. The third part is from the angle of advertising psychology. The degree elaborates the emotion performance to the advertisement audience cognition process including the attention, The subtle influence of the stage of understanding and recognition can not be ignored and plays an important role in the effect of advertising. This part lays a solid theoretical foundation for this article. Part 4th and 5th focus on discussing the practical application of the means of emotional expression in advertising creativity, part 4th is based on the background of the times and the present situation of advertising industry. Based on a large number of examples, this paper expounds in detail the specific means of using emotional expression in advertising creativity and the features of these means. The last part is to use theory to guide practice, and to explore and elaborate the theory through the above. On the basis of this, the author puts forward the problems that should be paid attention to in the use of emotion in advertising creativity. This paper holds that the special value of product can be conveyed by the means of emotional expression in advertising creativity, which will arouse the emotional resonance of the audience. The key to advertising creativity is to turn emotion into a part of product and consumption. Therefore, the advertisement creators should fully realize the value of emotional expression and apply it to the advertising creativity.
【學位授予單位】：重慶工商大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.8;C912.6

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本文編號：1613936