【摘要】： 玩具的誘惑,不受古今中外時(shí)空的羈絆,是永恒的。當(dāng)今社會(huì)中,兒童作為不可忽視的一大社會(huì)群體,有著巨大的消費(fèi)市場和消費(fèi)潛力。我國的玩具市場有著巨大的發(fā)展?jié)摿?是一個(gè)玩具大國,卻不是一個(gè)玩具強(qiáng)國。在激烈的市場競爭條件下,特別是處于當(dāng)今經(jīng)濟(jì)形勢日益嚴(yán)峻的大環(huán)境中,兒童玩具的廣告和宣傳所起的作用愈發(fā)突出,尤其不可小覷。 創(chuàng)新意識(shí)是廣告的靈魂,也是決定廣告成功與否的最根本因素。有效的廣告創(chuàng)意在作品表現(xiàn)上可以增強(qiáng)廣告的表現(xiàn)美感、藝術(shù)性、真實(shí)性;在效果上可增強(qiáng)廣告的說服力。所以廣告創(chuàng)意決定了廣告的品質(zhì)和效果,也是廣告成敗的關(guān)鍵。廣告創(chuàng)意及表現(xiàn)屬于廣告活動(dòng)過程中相當(dāng)重要的一個(gè)環(huán)節(jié),優(yōu)秀的廣告創(chuàng)意及表現(xiàn)能吸引人們的注意,給人們深刻的印象;能打破俗套,改變?nèi)藗儗δ撤N產(chǎn)品或品牌的看法;能影響行為,促使消費(fèi)者去真正購買廣告所宣傳的產(chǎn)品或是服務(wù)。 西方國家在關(guān)于兒童和兒童玩具廣告之間的關(guān)系上做了很多的探索研究。早在1974年美國的一些心理學(xué)家們就開始研究兒童對于廣告意圖的理解程度、兒童對于廣告的注意程度、兒童對于廣告的信任度與喜好程度以及關(guān)于兒童對廣告態(tài)度的制約因素等問題。近些年來,隨著兒童玩具廣告的快速發(fā)展,國內(nèi)也逐漸加快了這方面的研究步伐,但仍然存在著一定的不足和差距。 本文在視覺思維相關(guān)理論的基礎(chǔ)上,對兒童玩具廣告創(chuàng)意和表現(xiàn)的方式方法進(jìn)行了盡可能的深入研究與探討。一、分析了兒童的心理特點(diǎn)及兒童玩具的基本概念等問題,并對當(dāng)今玩具市場的發(fā)展動(dòng)向及玩具廣告的基本情況加以梳理;二、通過對兒童及其家長的調(diào)查分析并結(jié)合相關(guān)的案例,總結(jié)了兒童玩具廣告創(chuàng)意產(chǎn)生、提煉的作用及各年齡階段兒童的心理特征對廣告認(rèn)識(shí)程度的影響,并簡要闡述了“聾啞盲”兒童的心理特征和對廣告認(rèn)知能力的差異;三、總結(jié)分析了國內(nèi)外兒童玩具發(fā)展現(xiàn)狀,并著重對兒童玩具廣告的創(chuàng)意表現(xiàn)原則及表現(xiàn)手法進(jìn)行了重點(diǎn)分析;四、通過案例,闡述了兒童玩具廣告的感性訴求、理性解說、趣味、故事、場景轉(zhuǎn)換等創(chuàng)意表現(xiàn)手法,體現(xiàn)了廣告創(chuàng)意引導(dǎo)廣告表現(xiàn),廣告表現(xiàn)展示廣告創(chuàng)意的廣告理念,是廣告創(chuàng)意的繼續(xù)和深化,是廣告創(chuàng)意過程的延續(xù)。五、歸納梳理了兒童玩具廣告的發(fā)展方向和兒童廣告的社會(huì)責(zé)任。 文章正是針對兒童這個(gè)特殊的消費(fèi)人群的消費(fèi)特點(diǎn),從兒童及家長對兒童玩具廣告的認(rèn)知心理調(diào)查開始,針對當(dāng)今兒童玩具廣告創(chuàng)意中所存在的問題,從分析兒童玩具廣告受眾的廣告認(rèn)知心理和兒童玩具廣告創(chuàng)意表現(xiàn)原則、手法和元素幾大方面入手,研究了兒童玩具廣告創(chuàng)意表現(xiàn)策略,從而總結(jié)歸納出兒童玩具廣告創(chuàng)意的一些個(gè)人認(rèn)為更為有效的藝術(shù)表現(xiàn)方式。
[Abstract]:The lure of toys, free from the fetters of time and space, is eternal. In today's society, children as a social group can not be ignored, has a huge consumer market and consumption potential. The toy market of our country has great development potential, it is a big toy country, but not a toy country. In the fierce market competition, especially in the increasingly severe economic situation, children's toys advertising and publicity play an increasingly prominent role, especially can not be underestimated. Innovation consciousness is the soul of advertising and the most fundamental factor to determine the success of advertising. Effective advertising creativity in the performance of the work can enhance the aesthetic, artistic, authenticity of advertising, in effect can enhance the persuasion of advertising. Therefore, advertising creativity determines the quality and effect of advertising, and is also the key to the success or failure of advertising. Advertising creativity and performance belong to a very important link in the process of advertising activities, excellent advertising ideas and performance can attract people's attention, give people a deep impression, can break the stereotypes, change people's views on a certain product or brand; Can influence behavior, prompting consumers to actually buy the product or service advertised in the advertisement. Western countries have done a lot of research on the relationship between children and children's toy advertising. As early as 1974, some psychologists in the United States began to study children's understanding of advertising intention and their attention to advertising. The degree of trust and preference of children to advertising and the restrictive factors of children's attitude towards advertising. In recent years, with the rapid development of children's toy advertising, the domestic research has gradually accelerated the pace of this area, but there are still some shortcomings and gaps. Based on the theory of visual thinking, this paper makes a thorough study on the creative and expressive ways of children's toy advertising. First, it analyzes the psychological characteristics of children and the basic concept of children's toys, and combs the development trend of toy market and the basic situation of toy advertisement. Secondly, through the investigation and analysis of children and their parents and combined with relevant cases, this paper summarizes the role of children's toy advertising creativity, the role of refining and the influence of children's psychological characteristics at different ages on the awareness of advertising. The psychological characteristics of deaf and mute blind children and their differences in advertising cognitive ability are also briefly discussed. Third, summarized and analyzed the present situation of children's toy development at home and abroad, and emphatically analyzed the creative expression principle and the expression technique of the children's toy advertisement; Fourth, through the case, elaborated the children toy advertisement the perceptual appeal, the rational explanation, the interest, the story, the scene transformation and so on creative expression technique, has manifested the advertisement creativity to guide the advertisement performance, the advertisement performance display advertisement creativity advertisement idea, It is the continuation and deepening of advertising creativity and the continuation of advertising creative process. Fifth, summarized the development direction of children's toy advertisement and the social responsibility of children's advertisement. Aiming at the consumption characteristics of children as a special consumer, the article begins with the investigation of children's and parents' cognition and psychology of children's toy advertisements, and aims at the problems existing in the creativity of children's toy advertisements. Based on the analysis of the cognitive psychology of children's toy advertising audience and the principles, techniques and elements of children's toy advertisement's creative expression, this paper studies the strategies of children's toy advertisement's creative expression. Thus summarizes some of the children's toy advertising creative individuals think more effective artistic expression.
【學(xué)位授予單位】：西安工程大學(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1條

1 姜揚(yáng);符號學(xué)視角下的兒童形象[D];華東師范大學(xué);2013年

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本文編號：2356849