【摘要】：廣告鈍化現(xiàn)象是當(dāng)前廣告中較為普遍存在的問題,已嚴(yán)重影響到廣告的傳播效果。廣告不僅具有市場功能同時具有藝術(shù)功能,其藝術(shù)功能對廣告的傳播效果具有重要的作用,也是解決廣告鈍化現(xiàn)象的突破口。廣告陌生化創(chuàng)制原則的運用就是要實現(xiàn)廣告本身的陌生化,增強廣告的感知效果和傳播過程的"異化",在此過程中,廣告人就必須充分地了解受眾,在此基礎(chǔ)上求變、求新。在陌生化創(chuàng)制原則下的廣告必將是審美創(chuàng)造和審美感受的過程,廣告也必將從鈍化走向鋒利。
[Abstract]:The phenomenon of advertising passivation is a common problem in advertising at present, which has seriously affected the effect of advertising. Advertising has not only the market function but also the artistic function, which plays an important role in the spread of advertising, and is also a breakthrough to solve the phenomenon of passive advertising. The application of the principle of defamiliarization of advertisement is to realize the strangeness of advertisement itself, to enhance the perceptual effect of advertisement and the "alienation" of communication process. In this process, the advertiser must fully understand the audience, and on this basis seek for change and innovation. Advertising under the principle of defamiliarization is bound to be the process of aesthetic creation and aesthetic feeling, and the advertisement will move from passivation to sharpness.
【作者單位】： 淮海工學(xué)院文學(xué)院;
【基金】：淮海工學(xué)院2008年哲學(xué)社會科學(xué)課題
【分類號】：F713.8;G206

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