本文選題：幽默　切入點(diǎn)：幽默商業(yè)廣告　出處：《合肥工業(yè)大學(xué)》2007年碩士論文　論文類型：學(xué)位論文

【摘要】： 生活中少不了幽默。幽默是人們化解窘迫時(shí)的一份輕松、真誠(chéng)、友善和寬容，是樂觀地面對(duì)人生的態(tài)度。幽默是一種有文采、有品位的風(fēng)趣。商業(yè)廣告和幽默都有著悠久的歷史，兩者的結(jié)合產(chǎn)生了幽默商業(yè)廣告。幽默商業(yè)廣告以其輕松、戲謔而讓人發(fā)笑的藝術(shù)表現(xiàn)成為商品軟銷售、樹立特有的品牌形象的重要手段之一，其本身也具有頗多的文化意味，與特定時(shí)代的大眾文化融為了一體。 幽默商業(yè)廣告不能為了幽默而幽默，在生活中捕捉大眾的審美心理和社會(huì)心理，運(yùn)用諧趣有味的表現(xiàn)形式將幽默展現(xiàn)于商業(yè)廣告之中，使觀眾通過獨(dú)特的造型、夸張的動(dòng)作設(shè)計(jì)、幽默的語(yǔ)言和情景更準(zhǔn)確的體驗(yàn)廣告所要傳達(dá)的情感和目的，這才是幽默商業(yè)廣告的魅力所在。 本文從幽默和幽默商業(yè)廣告的特性、類別、價(jià)值和作用、幽默商業(yè)廣告的歷史演進(jìn)出發(fā)，闡明幽默商業(yè)廣告的設(shè)計(jì)原則、注意事項(xiàng)，，并結(jié)合我國(guó)廣告設(shè)計(jì)現(xiàn)狀，提出針對(duì)性的建議，希望幽默商業(yè)廣告得到廣大設(shè)計(jì)師的重視，并能讓設(shè)計(jì)師在幽默商業(yè)廣告設(shè)計(jì)上有所借鑒。
[Abstract]:Humor is a kind of relaxed, sincere, friendly and tolerant attitude to face life optimistically. Humor is a kind of literary style. Tasteful humor. Commercial advertising and humor have a long history, the combination of the two produce humorous commercial advertising. Humorous commercial advertising with its relaxed, playful and funny art performance into the soft sales of goods, One of the important means to set up a unique brand image is that it has a lot of cultural meanings and is integrated with the mass culture of a specific era. Humor commercial advertising should not be humorous for the sake of humor. It can capture the aesthetic and social psychology of the masses in life, and use humorous and interesting forms of expression to show humor in commercial advertisements so as to enable the audience to adopt unique shapes. Exaggerated action design, humorous language and scene more accurate experience advertising to convey the emotion and purpose, this is the charm of humorous commercial advertising. Starting from the characteristics, categories, values and functions of humor and humor commercial advertisements, this paper expounds the design principles and matters needing attention of humorous commercial advertisements, and combines the present situation of advertising design in China. It is hoped that the commercial advertisement of humor will be valued by the designers and that the designer can draw lessons from the design of the commercial advertisement of humor.
【學(xué)位授予單位】：合肥工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：J524.3

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本文編號(hào)：1590755