【摘要】： 廣告是個(gè)講求創(chuàng)意的活動(dòng),一件廣告作品能否引起注意,要看創(chuàng)意是否符合甚至超前于社會(huì)趨勢(shì)和潮流,由此可知?jiǎng)?chuàng)意對(duì)廣告人來說是相當(dāng)重要。本研究立足于廣告創(chuàng)意的思考方法,并將現(xiàn)有廣告設(shè)計(jì)思維方式加以整理分析。從德國(guó)著名哲學(xué)與美學(xué)家阿多諾(T.W.Adorno)的非同一性(non-indetity)思維來理解“非常態(tài)意識(shí)”。并且由比利時(shí)著名畫家馬格利特(Magritte Rene)的作品得到“非常態(tài)概念”的啟發(fā)。依此概括分析非常態(tài)創(chuàng)意思維極其在教學(xué)中的運(yùn)用。再對(duì)廣告創(chuàng)意的表現(xiàn)載體即圖形進(jìn)行非常態(tài)角度的探索研究,將其分為非常態(tài)自然圖形和非常態(tài)人工圖形進(jìn)行分析。努力將構(gòu)成廣告創(chuàng)意的基本元素以非常態(tài)角度加以解讀。 非常態(tài)思考方法的特點(diǎn)是先將相關(guān)主題不予理會(huì),從無關(guān)系的事物出發(fā),并做不同領(lǐng)域事物的聯(lián)想,再將有關(guān)此事物的各要素與特征羅列并與主題連結(jié),形成從擴(kuò)散性思考到聚斂性思考,從醞釀各種解決問題的方法再到選擇解決問題的方案,而設(shè)計(jì)的創(chuàng)意往往就在此時(shí)產(chǎn)生。因此,本研究不拘泥于簡(jiǎn)單的廣告敘述和孤立構(gòu)想,而是對(duì)所構(gòu)思的廣告作相關(guān)性聯(lián)結(jié)思考,從而推衍出非常態(tài)創(chuàng)意法的實(shí)行步驟。將“非常態(tài)思維”應(yīng)用于廣告創(chuàng)意激發(fā)的效益及其適用性進(jìn)行了探討。 本研究運(yùn)用實(shí)際案例來驗(yàn)證非常態(tài)創(chuàng)意思考方法對(duì)廣告創(chuàng)意激發(fā)的影響,尋求非常態(tài)創(chuàng)意法對(duì)設(shè)計(jì)創(chuàng)意激發(fā)的成效性,觀察從設(shè)計(jì)思維到成果的呈現(xiàn),以確立非常態(tài)創(chuàng)意法在廣告創(chuàng)意激發(fā)之可行性及重要性。最后透視非常態(tài)視野下的廣告創(chuàng)意。對(duì)此,本研究的自我期許為:讓意識(shí)思考、概念顛覆、創(chuàng)意思維、廣告創(chuàng)作,能為廣告設(shè)計(jì)師開拓一片新的視野,并在現(xiàn)代世界中走出一條較獨(dú)特的道路。
[Abstract]:Advertising is a creative activity, whether a piece of advertising work can attract attention, depends on whether the creativity is in line with or even ahead of social trends and trends, so creativity is very important to advertisers. This research is based on the thinking method of advertising creativity, and analyzes the existing thinking mode of advertising design. "abnormal consciousness" is understood from the non-indetity thinking of T.W.Adorno, a famous German philosophy and esthetician. It was inspired by the work of the famous Belgian painter Magritt (Magritte Rene). According to this general analysis of abnormal creative thinking and its application in teaching. Then, the paper explores and studies the expression carrier of advertising creativity, I. e., figure, and divides it into abnormal natural figure and abnormal artificial figure. Strive to constitute the basic elements of advertising creativity in an abnormal perspective to interpret. The characteristic of the abnormal thinking method is to ignore the relevant subject first, to start from the unrelated things, and to associate things in different fields, and then to list the elements and characteristics of the matter and link it to the subject. From diffusive thinking to convergent thinking, from brewing all kinds of problem-solving methods to choosing problem-solving schemes, the creative design often comes into being at this time. Therefore, this study is not confined to simple advertising narration and isolated ideas, but to the related thinking of the conceived advertising, thus deducing the implementation steps of the unusual creative method. This paper discusses the application of "abnormal thinking" to the benefit and applicability of advertising creative stimulation. This study uses practical cases to verify the impact of abnormal creative thinking methods on advertising creativity, to find out the effectiveness of abnormal creative methods to stimulate design creativity, and to observe the presentation from design thinking to results. In order to establish the unusual creative method in advertising creative stimulation feasibility and importance. Finally, the perspective of the abnormal perspective of advertising creativity. In view of this, the self-expectation of this study is: let consciousness thinking, concept subversion, creative thinking, advertising creation, can open up a new field of vision for advertising designers, and walk out a more unique road in the modern world.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：J524.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 楊文圣,李振云;試析發(fā)散思維是創(chuàng)新思維的核心[J];衡水師專學(xué)報(bào);2003年04期

，

本文編號(hào)：2167605