發(fā)布時(shí)間：2018-07-22 15:51

【摘要】： 科技的高速發(fā)展加速了信息時(shí)代的到來,廣告在信息時(shí)代更是無孔不入,觸及到生活的各個(gè)角落。廣告作為商品信息傳遞的主要方式,怎樣才能在浩如煙海的信息中使受眾注意到你的廣告就成為廣告信息傳遞的前提條件。換言之,就是廣告如何對受眾的感官或心理產(chǎn)生誘導(dǎo)。廣告的誘導(dǎo)是以打破常規(guī)的形式為主要傳達(dá)特點(diǎn)來刺激人們的感覺器官,最終使受眾在感官或心理上產(chǎn)生新奇感并留下深刻記憶的心理體驗(yàn)。平面廣告主要是依靠刺激受眾的視覺感官來傳播信息的,但是,受眾對于外界視覺符號的刺激是有選擇性的接收,并不是所有的符號都可以進(jìn)入視覺思維領(lǐng)域,只是對其感興趣的視覺符號或信息進(jìn)行接收并進(jìn)行解讀,因此,誘導(dǎo)對于平面廣告而言其意義就更為突出。鑒于此,本文就針對平面廣告設(shè)計(jì)的誘導(dǎo)問題進(jìn)行探討與研究。文章分為三個(gè)部分。第一部分主要把廣告媒體進(jìn)行分類比較,從中了解不同媒體的特點(diǎn);第二部分主要對平面廣告誘導(dǎo)的作用及其理論基礎(chǔ)進(jìn)行闡述;第三部分闡述在平面廣告設(shè)計(jì)中實(shí)現(xiàn)誘導(dǎo)的途徑。通過以上三個(gè)部分對平面廣告設(shè)計(jì)的誘導(dǎo)問題進(jìn)行研究,希望可以為平面廣告的實(shí)踐起到一定的理論指導(dǎo)作用。
[Abstract]:The rapid development of science and technology has accelerated the arrival of the information age, advertising is pervasive in the information age, touching every corner of life. Advertising as the main way of commodity information transmission, how to make the audience pay attention to your advertisement is the precondition of advertising information transmission. In other words, it is how advertising induces the audience's senses or psychology. The inducement of advertisement is a psychological experience which takes breaking the normal form as the main communication characteristic to stimulate people's sensory organ and finally make the audience produce novelty in the sense organ or psychology and leave deep memory. Print advertising mainly relies on stimulating the visual senses of the audience to spread information. However, the audience can selectively receive the external visual symbols, and not all the symbols can enter the field of visual thinking. Only the interested visual symbols or information are received and interpreted, so the significance of inducement is more prominent for print advertising. In view of this, this paper discusses and studies the inducement of print advertising design. The article is divided into three parts. The first part mainly classifies and compares the advertising media to understand the characteristics of different media, the second part mainly expounds the function and theoretical basis of print advertising induction. The third part describes the ways to achieve guidance in print advertising design. Through the research of the three parts above, we hope to play a certain role in guiding the practice of print advertising.
【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】：J524.3

【引證文獻(xiàn)】

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本文編號：2137967