本文關鍵詞： 廣告設計 感性訴求 情感語言 情感價值 評價　出處：《湖南工業(yè)大學》2010年碩士論文　論文類型：學位論文

【摘要】：在廣告設計中要樹立以人為本的思想,關注人性的發(fā)展,關注人類的情感,關注真、善、美。本文對現代人情感價值的廣告感性訴求設計進行了研究,以期對研究者和實踐者有著參考和借鑒的作用。 本文結合相關文獻分析,以美學與心理學的原理為基礎,深入地挖掘了廣告感性訴求的情感價值的內涵和目標,詳細分析了廣告設計感性訴求的情感語言,探討了廣告設計感性訴求的情感價值評價原則及評價尺度。同時,通過案例研究對廣告設計感性訴求進行了情感價值的綜合評價。 本文對廣告設計情感價值產生的背景進行了探討,并從心理學角度分析了廣告設計中賦予情感價值的必要性。 在廣告設計感性訴求中,文字、圖形和色彩是平面設計的三大設計要素。通過對文獻的研究和廣告實例的總結分析,本文將廣告設計感性訴求的情感語言分為:原始情感語言、體驗情感語言、文化情感語言和其他情感語言四個類別。廣告設計感性訴求的情感語言能夠讓受眾對設計作品動情,使設計師借以視覺表現形式去呼喚受眾的心靈。 廣告設計中的情感價值賦予成為廣告設計感性訴求成功與否的關鍵,也是廣告設計中情感價值評價的重要標準。只有進行正確的評價才能推動廣告設計感性訴求的進一步發(fā)展和提高。因此,本文進一步對廣告設計情感價值評價原則與評價尺度進行了分析與探討。本文認為情感價值評價原則主要包括訴求是否符合“情”的需要和訴求是否廣告設計感性訴求的情感價值研究注重“情”的傳播;情感價值評價尺度主要包括客觀尺度、主觀尺度和情感拓展尺度。
[Abstract]:In advertising design, we should set up the idea of people-oriented, pay attention to the development of human nature, concern about human emotion, concern for truth, goodness and beauty. With a view to researchers and practitioners have a reference and reference role. Based on the principles of aesthetics and psychology, this paper deeply excavates the intension and goal of emotional value of advertising sensibility appeal, and analyzes the emotional language of advertisement design sensibility appeal in detail. This paper probes into the principles and criteria of emotional value evaluation of sensibility appeal of advertising design, and makes a comprehensive evaluation of emotional value of sensibility appeal of advertising design through case study. This paper discusses the background of emotional value in advertising design and analyzes the necessity of affective value in advertising design from the angle of psychology. In the perceptual appeal of advertising design, text, graphics and color are the three design elements of graphic design. This paper divides the emotional language of advertising design into four categories: original emotional language, experiential emotional language, cultural emotional language and other emotional language. So that the designer through visual expression to call the hearts of the audience. The emotional value in advertising design becomes the key to the success of the sensibility appeal of advertising design. It is also an important criterion for the evaluation of emotional value in advertising design. Only the correct evaluation can promote the further development and improvement of the sensibility appeal of advertising design. This paper further analyzes and discusses the principles and criteria of the evaluation of the emotional value of advertising design. This paper holds that the principles of evaluation of emotional value mainly include whether the appeal conforms to the need of "feeling" and whether the appeal is the sense of advertising design. The study of emotional value of sexual appeal focuses on the spread of "emotion"; The evaluation scale of emotional value mainly includes objective scale, subjective scale and emotional expansion scale.
【學位授予單位】：湖南工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F713.8

【引證文獻】

相關期刊論文 前1條

1 管小輝;尹言;;廣告設計的情感價值探析──以“春節(jié)回家”系列公益廣告為例[J];美術向導;2013年01期

，

本文編號：1542209