【摘要】： 在社會(huì)快速發(fā)展的今天,廣告已成為日常生活中不可缺少的一部分。如何把平面廣告設(shè)計(jì)得更容易引起注意,從而影響受眾的行為,對(duì)廣告主題的把握至關(guān)重要。主題是廣告受眾接納的主體信息,貫穿整個(gè)廣告,是主宰廣告作品的靈魂,它在很大程度上決定廣告作品的格調(diào)與價(jià)值。 廣告主題可以從社會(huì)、心理、文化、和美等視角確立。確立和提煉廣告主題時(shí)要以人類共有情感為基礎(chǔ),對(duì)主題內(nèi)涵進(jìn)行深入剖析,歸納出主題的本質(zhì)特征,并演繹主題形式,提煉出主題概念。 廣告主題必須與產(chǎn)品或服務(wù)內(nèi)容相關(guān)聯(lián),兩者之間的關(guān)聯(lián)性越明顯越好,只有這樣消費(fèi)者才可以充分領(lǐng)會(huì)到自己的利益所在;還要與消費(fèi)者特別是目標(biāo)消費(fèi)者相關(guān)聯(lián),如果關(guān)聯(lián)不夠,就不可能引起消費(fèi)者的共鳴,失去了廣告創(chuàng)意的意義。廣告主題的表現(xiàn)要借助圖形符號(hào)、文字符號(hào)、色彩符號(hào)以及一定的編排方式。進(jìn)行主題編碼時(shí)要明確主題傳送的目的,主次分明地表達(dá)主題信息;把握好受眾的心理,以恰當(dāng)?shù)男问竭M(jìn)行表達(dá),消解主題在表達(dá)過(guò)程中的噪音,強(qiáng)化主題信息。 商業(yè)平面廣告和公益平面廣告在表現(xiàn)技巧、傳播途徑等方面存在共性。因傳達(dá)內(nèi)容和擔(dān)當(dāng)社會(huì)責(zé)任的不同在主題內(nèi)容、目標(biāo)群體以及社會(huì)影響等方面也有所不同。 論文采用例證法、圖形分析法、實(shí)例分析等方法,對(duì)平面廣告主題進(jìn)行了分析,并通過(guò)具體實(shí)例詳細(xì)論述了面對(duì)設(shè)計(jì)主題怎樣運(yùn)用所述方法著手設(shè)計(jì)。
[Abstract]:In the rapid development of society today, advertising has become an indispensable part of daily life. How to design print advertisements more easily to attract attention, thus affecting the behavior of the audience, the grasp of advertising theme is very important. The theme is the subject information accepted by the advertising audience, which runs through the whole advertisement and is the soul that dominates the advertising works. It determines to a great extent the style and value of the advertising works. Advertising themes can be established from the perspectives of society, psychology, culture, and beauty. When establishing and refining the advertising theme, we should take the common emotion of human beings as the basis, analyze the connotation of the theme deeply, sum up the essential characteristics of the theme, deduce the theme form, and refine the theme concept. Advertising themes must be linked to the content of the product or service, and the better the correlation between the two is, so that consumers can fully appreciate their interests, as well as with consumers, especially the target consumers. If the connection is not enough, it is impossible to resonate with consumers and lose the meaning of advertising creativity. Advertising theme should be expressed by graphic symbols, text symbols, color symbols and a certain arrangement. We should make clear the purpose of topic transmission, express the subject information clearly, grasp the psychology of the audience, express it in the proper form, eliminate the noise in the process of theme expression, and strengthen the theme information. Commercial print advertising and public plane advertising in performance skills, communication approaches and other aspects of the common. The content and social responsibility are different from each other in terms of theme content, target group and social impact. This paper uses the methods of illustration, graphic analysis and case analysis to analyze the theme of print advertisement, and discusses in detail how to use the method to design the theme in the face of the design.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F713.8

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