本文關(guān)鍵詞： 廣告 廣告創(chuàng)意 人性化 思考　出處：《東北師范大學(xué)》2005年碩士論文　論文類型：學(xué)位論文

【摘要】：廣告產(chǎn)生至今,已經(jīng)深深的影響了人們的生活,并能夠影響人們對某些問題的思考與對某些事物的揀擇。而創(chuàng)意是廣告的靈魂,廣告是創(chuàng)意的展現(xiàn)。因此,廣告創(chuàng)意是對廣告設(shè)計師能力的挑戰(zhàn),它要求廣告設(shè)計師要思考,但這種思考不能只依靠于靈感,還要遵循一定的原則進行創(chuàng)意。廣告設(shè)計師必須找到一條與消費者溝通的渠道。 廣告在經(jīng)受社會經(jīng)濟、文化以及思想的發(fā)展影響過程中逐漸成熟,現(xiàn)今的廣告創(chuàng)意更加注重對人們精神層面的需求。廣告創(chuàng)意必須能打動人的心靈,遵循人性化創(chuàng)作的原則,必須滿足現(xiàn)代人追求輕松,希望獲得愉悅的心理要求。必須滿足人們深層次的精神文化需要。 廣告創(chuàng)意的人性化發(fā)展是以設(shè)計的理性化為前提條件的,是“人性”與“物化”的統(tǒng)一,是社會高科技發(fā)展的平衡劑,反映了“為人而設(shè)計”的本質(zhì)特征,是人類追求理想化藝術(shù)生活方式的設(shè)計境界。廣告創(chuàng)意必須遵循一定的原則進行發(fā)展,即廣告創(chuàng)意的發(fā)展過程中必須遵循獨創(chuàng)性、實效性、金字塔以及真實性的發(fā)展原則。只有如此,才能夠創(chuàng)作出“人性化”廣告。 當(dāng)今的廣告創(chuàng)意屬于多元化發(fā)展時期,在創(chuàng)意風(fēng)格的探索上精彩紛呈,而其中 “人性化”設(shè)計成為引人注目的亮點,并逐漸形成一種不可逆轉(zhuǎn)的潮流,而且人們追求的“人性化”是實實在在的,真正體現(xiàn)在廣告創(chuàng)意中的。只有那些具體的,最大限度地適應(yīng)生活,滿足人們的生理需求、心理需求、審美需求。最大限度地為人們的生活提供便利條件,貼近人們的心理,符合人們需求特點的才是真正的“人性化”廣告創(chuàng)意。
[Abstract]:Advertising has so far affected people ' s life , and can influence people ' s thinking about certain problems and the choice of certain things . The idea is the soul of advertising . The advertisement is the exhibition of creativity . Therefore , advertising creativity is a challenge to the ability of advertising designers . Therefore , advertising creativity is a challenge to the ability of advertising designers . Therefore , advertising creativity can not only rely on inspiration , but also to follow certain principles . Advertising designers must find a channel to communicate with consumers . Advertisement is gradually mature in the process of being subject to the development of social economy , culture and thought . Today ' s advertisement idea pays more attention to the demand of people ' s spiritual level . The advertisement originality must be able to impress people ' s soul , follow the principles of humanized creation , must satisfy the modern people ' s pursuit of easy , hope to get joyful psychological requirements . Must meet people ' s deep spiritual culture needs . The humanized development of advertising creativity is prerequisite to the rationalization of design , which is the unity of " humanity " and " materialized " . It is the balance of social hi - tech development . It reflects the essence of " human design " , and it is the design realm of mankind ' s pursuit of idealization art life style . The advertisement creativity must follow certain principles to develop , that is , the development process of advertising creativity must follow the principles of originality , effectiveness , pyramid and authenticity . Only in this way can the " humanized " advertisement can be created . Today ' s advertising creativity belongs to the period of diversified development , and in the exploration of creative style , the design of " humanity " becomes a remarkable highlight and gradually forms an irreversible trend , and the pursuit of " humanization " is real and truly reflected in the advertisement creativity . Only those specific and maximally adapted to life can meet the physiological needs , psychological needs and aesthetic needs of people . Only those specific and maximally adapted to life can provide convenient conditions for people ' s life , close to people ' s psychology , meet the needs of people , and are the real " humanized " advertising ideas .

【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2005
【分類號】：J504

【引證文獻】

相關(guān)期刊論文 前2條

1 王俊;;我國的廣告創(chuàng)意設(shè)計該如何發(fā)展[J];科教導(dǎo)刊(中旬刊);2010年06期

2 王明磊;;廣告創(chuàng)意中倫理道德的消解與重構(gòu)之道[J];青年記者;2012年02期

相關(guān)碩士學(xué)位論文 前2條

1 孫君煒;現(xiàn)代西方商業(yè)廣告中的人性精神[D];華東師范大學(xué);2011年

2 林師師;旅游城市產(chǎn)品廣告創(chuàng)意及營銷策略研究與實施[D];天津大學(xué);2009年

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本文編號：1517812