本文選題：廣告藝術(shù)設(shè)計(jì)　切入點(diǎn)：廣告受眾　出處：《廣西師范大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著時(shí)代的發(fā)展,廣告深入到社會(huì)的各個(gè)角落,在內(nèi)容的形式表現(xiàn)上也有了前所未有的突破。而隨著接受理論的流行,受眾與廣告媒體、受眾消費(fèi)心理、受眾的階層等也成了廣告研究不可回避的課題。本文主要從審美心理學(xué)的角度入手,分析受眾的審美需求與廣告藝術(shù)設(shè)計(jì)的關(guān)系。 本文所說(shuō)的廣告專指商業(yè)廣告。本文所論述的基本內(nèi)容包括：第一章,概述廣告藝術(shù)的特質(zhì)和研究廣告藝術(shù)設(shè)計(jì)與受眾審美需求的關(guān)系的可能性及意義；第二章,對(duì)廣告受眾審美心理的基本表現(xiàn)進(jìn)行全面的梳理,分析廣告受眾所具有的美感特質(zhì)和受眾審美心理的共性和差異性,探討影響廣告受眾的審美感受的基本因素；第三章,分析廣告受眾的審美需求的五個(gè)主要方面：夢(mèng)想的品味、時(shí)尚的追求、情感的滿足、人性的關(guān)懷、個(gè)性的張揚(yáng)；第四章和第五章,探討廣告受眾審美需求對(duì)廣告的形式和寓意兩方面的影響,并結(jié)合案例分析指明：廣告設(shè)計(jì)者須對(duì)受眾的審美心理有較為全面的認(rèn)識(shí),在廣告藝術(shù)設(shè)計(jì)中盡量滿足受眾的審美需求,才能創(chuàng)造出優(yōu)秀的廣告作品。
[Abstract]:With the development of the times, advertising has gone deep into every corner of society, and has also made an unprecedented breakthrough in the formal expression of content. With the popularity of the reception theory, the audience, the advertising media, and the consumer psychology of the audience, The class of the audience has also become an unavoidable topic in the study of advertising. This paper analyzes the relationship between the aesthetic needs of the audience and the art design of advertising from the perspective of aesthetic psychology. The basic contents of this paper include: chapter 1, summarizing the characteristics of advertising art and the possibility and significance of studying the relationship between advertising art design and the aesthetic needs of the audience. The basic performance of the advertising audience aesthetic psychology of a comprehensive combing, analysis of the aesthetic characteristics of the advertising audience and audience aesthetic psychology of the commonness and difference, explore the basic factors affecting the aesthetic feelings of advertising audience; chapter three, Analysis of the advertising audience's aesthetic needs of the five main aspects: the taste of dreams, the pursuit of fashion, emotional satisfaction, human care, personality publicity, 4th and 5th chapters, This paper probes into the influence of the aesthetic demand of the advertising audience on the form and the implication of the advertisement, and points out that the advertisement designer should have a more comprehensive understanding of the aesthetic psychology of the audience in combination with the case study. In advertising art design to meet the aesthetic needs of the audience, can create excellent advertising works.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：J524.3;F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 余蓓;;廣告藝術(shù)中的文化美學(xué)研究[J];芒種;2013年09期

相關(guān)碩士學(xué)位論文 前2條

1 張嗣仟;名片個(gè)性化設(shè)計(jì)研究[D];西南交通大學(xué);2012年

2 任盈盈;數(shù)碼攝影在平面設(shè)計(jì)中應(yīng)用的發(fā)展趨勢(shì)[D];西北大學(xué);2012年

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本文編號(hào)：1583418