本文選題：現(xiàn)代廣告設(shè)計 + 分類��； 參考：《天津科技大學(xué)》2013年碩士論文

【摘要】：廣告設(shè)計作品是設(shè)計師在創(chuàng)意過程中,通過對生活進行觀察、體驗、分析,并對素材進行選擇、提煉、加工,最終形成完整的藝術(shù)形象的藝術(shù)創(chuàng)作活動和創(chuàng)新思維過程。同時整個廣告創(chuàng)意是通過一定的廣告形式來表現(xiàn)的。廣告創(chuàng)意的首要任務(wù)是吸引注意,不能吸引消費者的廣告創(chuàng)意,肯定是一個失敗的廣告創(chuàng)意。人類處于知識經(jīng)濟時代,作為現(xiàn)代城市的一份子,毋庸置疑,廣告無時無刻都縈繞在我們身邊,是種精神折磨,強制性的擠入視線,使越來越多的人對廣告產(chǎn)生仇視心理,逃脫填鴨式的垃圾廣告成為人們的愿望,所以尋找新的創(chuàng)意源泉,突破現(xiàn)有的表現(xiàn)形式,或是從一個全新的角度重新審視我們的現(xiàn)代廣告設(shè)計,成為解救廣告市場的關(guān)鍵。如今的廣告設(shè)計類型十分廣泛,有微創(chuàng)意、微電影、有app創(chuàng)意、甚至惡搞創(chuàng)意,整個社會進入了泛創(chuàng)意時代。“酒香不怕巷子深”的時代已經(jīng)過去,現(xiàn)代的社會離不開廣告。廣告設(shè)計是情感與理性的共同體。情感往往被認(rèn)為是熱情的、動物性的和非理性的組合體,而理性則是冷靜的、邏輯推理產(chǎn)生的。在一個注重文明教養(yǎng)的社會中情感、情緒總是與之格格不入。它是我們動物起源的遺留物,但作為人類的我們必須學(xué)會怎樣駕馭它,至少這樣被認(rèn)為是合乎情理的明智的選擇。如果簡單的將其二者分割開來,那簡直太荒謬了!情感乃是理智不可分割的一部分,我們所做的每件事情都受到情感的影響,盡管很多時候是潛意識的。與此同時我們的的情感會改變我們的思考方式也會指引著我們做出恰當(dāng)?shù)难哉勁e止,引導(dǎo)著我們趨利避害。理性的認(rèn)知負(fù)責(zé)詮釋和理解你周圍的事物,而情緒則讓你對此快速的做出判斷。在人類進化史和大腦信息處理過程中,意識總是出現(xiàn)的比較晚,情感系統(tǒng)和理性系統(tǒng)都是信息處理系統(tǒng),只是功能各異罷了。通常在你對某種事物做出理性的評估之前,情感已經(jīng)先行一步。人類的大腦功能之一就是創(chuàng)造希望、夢想未來在人類展開創(chuàng)造性思維之時也釋放了情感,同時反過來改變了他們自己。創(chuàng)意是內(nèi)容,表現(xiàn)是形式,是廣告關(guān)于“說什么”和“怎么說”的問題。廣告創(chuàng)意沒有定則,廣告形式亦無定法。它的分類更是多種多樣,目前業(yè)界還沒有統(tǒng)一的標(biāo)準(zhǔn)定義。在結(jié)合媒體形態(tài)和表現(xiàn)范圍等因素的前提下,筆者為了表現(xiàn)廣告創(chuàng)意的廣度和深度,提高廣告創(chuàng)意的注意力、表現(xiàn)力和說服力,在遵循內(nèi)容與形式的共生關(guān)系的基礎(chǔ)上,按照一定的形式美的法則,和情感因素,將其現(xiàn)代廣告創(chuàng)意分類進行研究歸納,目的在于借鑒和提高,為我們的廣告創(chuàng)意表現(xiàn)尋找更合適的形式。以情感為突破口,以中國文化背景為依托,對廣告設(shè)計的類型展開探討將其歸類為四部分：含蓄、艷俗、矯性、變態(tài)四大類。
[Abstract]:Advertising design works are the creative activities and creative thinking process in which the designers observe, experience, analyze, select, refine, process and finally form a complete artistic image in the creative process. At the same time, the whole advertising ideas are expressed through a certain form of advertising. The first task of advertising creativity is to attract attention. Human being is in the era of knowledge economy, as a part of modern city, there is no doubt that advertising haunts us all the time. It is a kind of mental torture and compulsive crowding into sight, which makes more and more people hate advertising. It is people's wish to escape the cramming of junk advertising, so finding new creative sources, breaking through the existing forms of expression, or re-examining our modern advertising design from a new perspective has become the key to save the advertising market. Today's advertising design types are very wide, there are micro-creativity, micro-film, app creative, even spoof ideas, the whole society has entered a pan-creative era. The age of "wine fragrance is not afraid of deep alleys" has passed, and modern society cannot do without advertising. Advertising design is a community of emotion and reason. Emotion is often regarded as a combination of passion, animality and irrationality, while reason is calm and logical. In a civilized society, emotion is always out of step with it. It is a relic of the origins of our animals, but as humans we must learn how to control it, at least it is considered a sensible choice. It would be ridiculous to simply separate the two. Emotion is an integral part of reason, and everything we do is influenced by it, even though it is often subconscious. At the same time, our emotions will change the way we think and guide us to behave properly, and guide us to gain and avoid harm. Rational cognition is responsible for interpreting and understanding the things around you, and emotion allows you to make quick judgments about it. In the history of human evolution and the process of information processing in the brain, consciousness always appears late. Emotional system and rational system are information processing systems, but their functions are different. Usually, before you make a rational assessment of something, emotion is a step ahead. One of the functions of the human brain is to create hope, and dreams of the future unleash emotions as humans unfold creative thinking, and in turn change themselves. Creativity is content, expression is form, advertising about "say" and "how to say" the question. There are no rules for advertising creativity and no rules for advertising form. Its classification is more diverse, at present there is no uniform standard definition in the industry. On the premise of combining the media form and the scope of expression, the author, in order to express the breadth and depth of advertising creativity, improve the attention, expressiveness and persuasion of the advertising creativity, follow the symbiotic relationship between content and form, on the basis of following the symbiotic relationship between content and form. According to the rules of formal beauty and emotional factors, the modern advertising creative classification is studied and summarized in order to find a more suitable form for our advertising creative performance. With emotion as the breakthrough point and Chinese cultural background as the basis, this paper discusses the types of advertising design and classifies it into four categories: implicature, vulgarity, correction and metamorphosis.
【學(xué)位授予單位】：天津科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：J524.3

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