本文選題：環(huán)境　切入點(diǎn)：環(huán)境媒體　出處：《上海師范大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】： 田中一光先生在其所著的書(shū)《設(shè)計(jì)的覺(jué)醒》中曾這樣描述一個(gè)好的廣告所應(yīng)具備的要求：“好的廣告應(yīng)該是有新意的,從一個(gè)與眾不同的點(diǎn)切入,體現(xiàn)非比尋常的主題思想并用高度完美的新鮮造型完成執(zhí)行。它還要能深入人們的日常生活,給人親切的感受。要知道現(xiàn)在已經(jīng)沒(méi)有人會(huì)為那些膚淺的推銷手段停下腳步了�！雹� 受眾是廣告信息傳遞的核心。對(duì)于平面廣告而言,設(shè)計(jì)師需要思量的不再僅僅是傳遞什么信息給受眾,而是如何使受眾認(rèn)同廣告所要表述的內(nèi)容。廣告設(shè)計(jì)是一種基于交流為目的行為,優(yōu)化、改善這種行為也是廣告設(shè)計(jì)的一部分。隨著,品牌營(yíng)銷策略與廣告密切的結(jié)合。當(dāng)今,廣告正從“傳遞信息”向著“體驗(yàn)信息”轉(zhuǎn)變�！皞�(gè)性”、“動(dòng)態(tài)”、“參與”等等感性因素正在廣告交流中起到越來(lái)越重要的作用。因?yàn)橄M(fèi)者對(duì)品牌的情感體驗(yàn),是品牌策略的靈魂。本文研究的重要性在于：立足于受眾從廣告中獲得的情感體驗(yàn)來(lái)分析“環(huán)境”對(duì)平面廣告的影響和作用。在本文中,我使用了大量的案例來(lái)論證,“環(huán)境”并非僅僅只是提供給廣告一個(gè)恰當(dāng)?shù)摹胺諊?而是成為廣告的一部分,成為廣告信息的一種載體。 廣告與廣告受眾之間一直擁有一塊“空白區(qū)域”,即廣告和受眾所共同分享的“環(huán)境”。當(dāng)我們深入地分析公共環(huán)境中平面廣告的信息傳遞過(guò)程時(shí),我們會(huì)發(fā)現(xiàn)廣告所處的“環(huán)境”會(huì)對(duì)廣告的情感傳遞產(chǎn)生各種各樣的影響和作用。近年來(lái)環(huán)境媒體廣告開(kāi)始興起,預(yù)示著“環(huán)境”在廣告情感傳遞中的作用越來(lái)越明顯。本文的研究目的是深入的剖析環(huán)境媒體——這種還未被大家所了解的新興廣告媒體,以力求能為廣告設(shè)計(jì)在未來(lái)的多元化發(fā)展貢獻(xiàn)一份力量。 為了能了解環(huán)境媒體對(duì)受眾從廣告中獲取情感體驗(yàn)的影響。我進(jìn)行了以下一些研究工作：第一,我在戶外通過(guò)拍攝和錄像的方式收集了大量與環(huán)境有關(guān)的廣告作為研究案例,并從文獻(xiàn)資料上查找國(guó)外平面廣告與環(huán)境成功結(jié)合的案例,作為研究、論證依據(jù)。第二,我通過(guò)觀察記錄受眾閱讀廣告時(shí)的無(wú)意識(shí)行為來(lái)分析受眾閱讀廣告時(shí)所獲得的情感體驗(yàn)。第三,廣告信息傳遞基于認(rèn)知心理學(xué),但認(rèn)知心理學(xué)的一大缺陷是缺少了心理學(xué)中的“情感體驗(yàn)”階段。我除了翻閱大量心理學(xué)文獻(xiàn)資料以了解“情感體驗(yàn)”階段人的心理過(guò)程外,還就其相關(guān)問(wèn)題請(qǐng)教了上師大的心理學(xué)教授,并獲得了其寶貴的意見(jiàn)。 基于以上的研究,我獲得的主要結(jié)論是：適當(dāng)?shù)氖褂铆h(huán)境媒體可以強(qiáng)化平面廣告情感體驗(yàn)。本文中對(duì)平面廣告的定義并不是指印刷廣告而是指具有平面視覺(jué)特征的廣告。要具備平面視覺(jué)特征必須滿足以下三個(gè)條件：第一,使用視覺(jué)語(yǔ)言而非視聽(tīng)語(yǔ)言或抽象語(yǔ)言進(jìn)行信息傳遞。第二,具備兩個(gè)維度上的存在特征,第三維度的空間立體特征不明顯或在視覺(jué)上處于較為次要的地位。第三,不存在殘影現(xiàn)象,即動(dòng)畫(huà)特征。 隨著,廣告營(yíng)銷目的的需要,現(xiàn)代廣告的發(fā)展正朝著“統(tǒng)一的品牌核心定位,多種媒體觸點(diǎn)”的方向發(fā)展。各種媒體之間的交融性趨勢(shì)會(huì)更為明顯。媒體本身的技術(shù)限制將隨著技術(shù)的優(yōu)化而逐漸消退,未來(lái)是一個(gè)“大設(shè)計(jì)時(shí)代”,即設(shè)計(jì)門(mén)類不是由媒體劃分的,而是由設(shè)計(jì)目的所決定的時(shí)代。
[Abstract]:A light field in the book "the design of the awakening > had described should have a good ad request:" good advertising should be creative, starting from a point out of the ordinary, reflect the extraordinary theme and other highly perfect execution. It is fresh to enter people's daily life, give people a warm feeling to know. Now nobody will sell those superficial means stop. "
The audience is the core of advertising information. For advertisement, designers need to consider not only what is the transfer of information to the audience, but how to make the audience identity to express the content of advertising. Advertising design is based on the exchange for the purpose of optimization, improve the behavior, this behavior is also part of the advertising design. With the brand. Marketing strategy and advertising are closely combined. Nowadays, advertising is from "information" to "experience information." "personality", "dynamic", "participation" and so on perceptual factors are advertising communication plays an increasingly important role. Because of the consumer brand emotional experience, is the soul of brand strategy is that the importance of this research: Based on the audience from the advertising to get emotional experience to analysis and function of "environment" impact on the plane advertisement. In this paper, I use a large amount of The case proves that "environment" is not only to provide an appropriate atmosphere for advertising, but to become part of advertising and a carrier of advertising information.
Between advertising and advertising audience has a "blank area", namely advertising and audience share "environment". When the transfer process of our in-depth analysis of plane advertising in the public environment information, we will find that advertising the "environment" of advertising emotion influence a variety of transfer and the role of the environment in recent years. Media advertising began to rise, indicating that the environment becomes more and more obvious in the advertising of emotion transfer. The purpose of this paper is in-depth analysis of the media environment has not been known to the emerging advertising media, to strive for the advertising design and contribute to a diversified development in the future.
In order to understand the environmental impact of media on the audience to get emotional experience from advertisements. I conducted the following research work: first, I through the shooting and video recording in the outdoor collection and a large number of advertisements about the environment as a case study, and from the literature to find foreign plane advertisement and the environment combine successfully as a case according to research, demonstration. Second, I observed through unconscious behavior to analyze the audience reading the advertisement audience reading ads get emotional experience. Third, advertisement information based on cognitive psychology, but a major drawback is the lack of cognitive psychology in the psychology of "emotional experience". I read a lot of psychology the literature in order to understand the process of "psychological emotional experience" stage of the people, but also ask a professor of psychology at the national the related problem, and obtain the A valuable opinion.
Based on the above research, the main conclusions I get is: the appropriate use of environmental media advertising can strengthen the emotional experience. In this paper, the definition of advertisement is not a print advertising but to have planar visual features. To have visual features of advertising must be sufficient to under three conditions: first, the use of visual language non visual language or abstract language to transmit the information. Second, have the characteristics of two dimensions, third dimensions of the feature space is not obvious or in a relatively minor role in vision. Third, there is no afterimage phenomenon, namely animation features.
With the purpose of marketing, advertising, the development of modern advertising is moving towards "the positioning of brand identity, a variety of media contact" direction. The trend of blending between different media is more obvious. The technology will restrict the media itself as the technology optimization and gradually fade away, the future is a big design that era, design category is not divided by media, it is determined by the design purpose of the era.

【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 黃秀蓮;;環(huán)境媒體廣告中的受眾參與探析[J];東南傳播;2011年12期

相關(guān)碩士學(xué)位論文 前3條

1 王凱;對(duì)環(huán)境媒體廣告創(chuàng)意的研究[D];山東輕工業(yè)學(xué)院;2011年

2 廖景麗;現(xiàn)代戶外廣告環(huán)境媒體運(yùn)用下的“非常態(tài)”設(shè)計(jì)研究[D];青島理工大學(xué);2013年

3 朱夢(mèng)妮;廣告?zhèn)鞑ブ械墓适滦推矫鎻V告創(chuàng)意研究[D];上海師范大學(xué);2013年

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本文編號(hào)：1649116