本文選題：廣告意象 + 形��； 參考：《蘇州大學(xué)》2009年碩士論文

【摘要】： 廣告意象已經(jīng)成為現(xiàn)代廣告創(chuàng)意所著力尋找和營造的目標(biāo),成為廣告藝術(shù)的一種追求,而意象思維又必將促發(fā)創(chuàng)意靈感,發(fā)展和完善廣告表現(xiàn)力。因此,本文以廣告意象為研究對象,闡述其形、意構(gòu)成及建構(gòu)方法。文章從意象理論角度,做廣告創(chuàng)意的發(fā)生和傳播研究,兼容西方視覺美學(xué)的某些基本法則和形式內(nèi)涵,對廣告中產(chǎn)生的創(chuàng)意現(xiàn)象和閱讀心理進(jìn)行文化解讀。將廣告意象分析整體化、系統(tǒng)化,加之一系列的延伸思考,目的在于探討如何使廣告創(chuàng)意有效地作用于消費(fèi),發(fā)揮廣告的力量,更好地實(shí)現(xiàn)廣告的促銷功能。 文章不僅逐一展現(xiàn)和分析了廣告意象的建構(gòu)要素,而且結(jié)合廣告?zhèn)鞑サ膬?nèi)容和過程,以及傳播效果這一主線,將廣告中的藝術(shù)符號還原和概括為一個體系。從意象選取、創(chuàng)作以及接受等方面入手,探討和論述廣告意象的構(gòu)建策略。最后,認(rèn)識和指出廣告意象體系的開放性問題,將有助于將廣告意象的相關(guān)研究向更深領(lǐng)域拓展。
[Abstract]:Advertising image has become the goal of modern advertising creativity to seek and build, and become a pursuit of advertising art, and image thinking will promote creative inspiration, development and improvement of advertising performance. Therefore, this article takes the advertisement image as the research object, elaborates its form, the meaning constitution and the construction method. From the perspective of image theory, this paper studies the occurrence and dissemination of advertising creativity, which is compatible with some basic rules and formal connotations of western visual aesthetics, and carries out cultural interpretation of creative phenomena and reading psychology in advertising. The analysis of advertising image is integrated and systematized, together with a series of extended thinking. The purpose of this paper is to explore how to make advertising creativity work effectively on consumption and give play to the power of advertising. The article not only shows and analyzes the elements of advertising image construction, but also combines the content and process of advertising communication, as well as the main line of communication effect. Restores and generalizes the artistic symbols in advertising into a system. From the aspects of image selection, creation and acceptance, this paper discusses the construction strategy of advertising image. Finally, understanding and pointing out the open problem of advertising image system will help to expand the research of advertising image to a deeper field.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 吳婕;跨文化傳播下國家形象片的視覺符號探究[D];湖北工業(yè)大學(xué);2012年

2 方碩;廣告語中符號理論的運(yùn)用研究[D];東北師范大學(xué);2012年

3 湯莉華;論廣告的文學(xué)性[D];浙江大學(xué);2012年

，

本文編號：2006779