發(fā)布時(shí)間：2018-03-15 01:16

  本文選題：情感訴求　切入點(diǎn)：體育文化　出處：《哈爾濱工程大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著商品同質(zhì)化的出現(xiàn),廣告間的競(jìng)爭(zhēng)顯得尤為激烈,商家紛紛打造非常規(guī)化的廣告策略來占領(lǐng)市場(chǎng)。那么,情感訴求廣告便成為其中的一種形式,它依賴情感訴求來喚起人的情感共鳴,迎合人的情感特性來有效宣傳廣告信息。本文以體育類型情感廣告為研究對(duì)象,論述了情感設(shè)計(jì)理念產(chǎn)生的動(dòng)因,解析情感設(shè)計(jì)三個(gè)層次的原理,說明了個(gè)體受眾接受情感訴求廣告的心理需求源于反思層的內(nèi)涵。繼而,在對(duì)體育廣告情感訴求表達(dá)的探析中,結(jié)合比較法、個(gè)案分析法、歸納法,對(duì)體育類廣告情感設(shè)計(jì)策略進(jìn)行全面深入的研究。 首先,本文以情感設(shè)計(jì)理念為基礎(chǔ),解釋情感廣告的含義,并分別從理性訴求和情感訴求兩方面進(jìn)行對(duì)比解析,總結(jié)出各自的訴求特點(diǎn),指出情感訴求廣告的特殊優(yōu)勢(shì)。然后以情感訴求為主線,通過體育文化、企業(yè)文化等方面剖析體育情感廣告所涉及到的文化意義；選擇典型的情感廣告案例進(jìn)行分析,歸納這些情感廣告如何成功進(jìn)行訴求的規(guī)律；深入研究消費(fèi)者的心理需求,挖掘什么樣的廣告能充分引起他們的興趣；總結(jié)出不同類型體育情感廣告的設(shè)計(jì)策略。其次,本文從市場(chǎng)、廣告主企業(yè)、產(chǎn)品、目標(biāo)受眾心理幾個(gè)層面對(duì)于如何科學(xué)的進(jìn)行廣告設(shè)計(jì)調(diào)研進(jìn)行了解析。最后,以情感設(shè)計(jì)理念為依據(jù),系統(tǒng)、具體的將體育廣告情感訴求與體育文化有機(jī)的結(jié)合,從心理學(xué)、美學(xué)角度,運(yùn)用情感廣告設(shè)計(jì)超常的創(chuàng)意方法和獨(dú)特的表現(xiàn)手段,進(jìn)行了體育情感廣告的方案設(shè)計(jì),用設(shè)計(jì)方案研究的實(shí)驗(yàn)結(jié)果證明了作者的一些觀點(diǎn),在作品中,充分的體現(xiàn)了自己對(duì)情感設(shè)計(jì)理念的理解與思考。 綜上所述,本文的研究基于當(dāng)前國(guó)內(nèi)外情感廣告作品現(xiàn)狀,結(jié)合不同學(xué)科的理論知識(shí),總結(jié)了體育類廣告情感設(shè)計(jì)應(yīng)遵循的設(shè)計(jì)策略,希望個(gè)人的一些創(chuàng)意、思維和觀點(diǎn)能夠?qū)η楦性V求廣告的發(fā)展有一定的幫助。
[Abstract]:With the appearance of homogenization of commodities, the competition among advertisements is particularly fierce. Merchants have created unconventional advertising strategies to occupy the market. Then, emotional appeal advertising has become one of the forms. It relies on emotional appeal to arouse emotional resonance and cater to the emotional characteristics of people to effectively propagate advertising information. This paper discusses the motivation of the concept of emotional design by taking the sports type emotional advertising as the research object. By analyzing the principle of three levels of emotional design, the author explains that the psychological demand of individual audience to accept emotional appeal advertisement originates from the connotation of reflective layer, and then, in the analysis of the expression of emotional appeal of sports advertisement, combining the comparative method, the case analysis method, Inductive method, the sports advertising emotional design strategy for a comprehensive and in-depth study. First of all, based on the concept of emotional design, this paper explains the meaning of emotional advertising, and respectively from the rational appeal and emotional appeal two aspects of comparative analysis, summed up their appeal characteristics. This paper points out the special advantages of emotional appeal advertising. Then it analyzes the cultural significance of sports emotional advertising through sports culture and corporate culture, and selects typical affective advertising cases to analyze, and then takes emotional appeal as the main line, and analyzes the cultural significance of sports emotional advertising through sports culture and corporate culture. Sum up the rules of how these emotional advertisements successfully appeal; deeply study the psychological needs of consumers, dig out what kind of advertising can arouse their interest; sum up the design strategies of different types of sports emotional advertising. Secondly, This paper analyzes how to carry out scientific research on advertising design from the aspects of market, advertisers, products and target audience psychology. Finally, based on the concept of emotional design, the system, Combining the emotional appeal of sports advertisement with sports culture organically, from the angle of psychology and aesthetics, using the extraordinary creative method and the unique expression means to design emotional advertisement, this paper designs the scheme of sports emotional advertisement. The experimental results of the research on the design scheme prove some of the author's views. In his works, he fully embodies his understanding and thinking of the concept of emotional design. To sum up, based on the current situation of emotional advertising works at home and abroad, combined with the theoretical knowledge of different disciplines, this paper summarizes the design strategies that should be followed in the emotional design of sports advertising, hoping that some personal creativity can be achieved. Thinking and viewpoint can help the development of emotional appeal advertisement.
【學(xué)位授予單位】：哈爾濱工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F713.8

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相關(guān)期刊論文 前2條

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本文編號(hào)：1613774