廣告信息傳播中的格式塔思想探析
發(fā)布時(shí)間：2019-02-13 00:15
【摘要】： 各種各樣的廣告鋪天蓋地的圍繞在我們周圍,廣告主希望他投放的廣告有效,而消費(fèi)者也需要獲得有用的廣告信息,因此對廣告的要求也越來越高。人們對廣告信息傳播的更高要求,促使傳播研究者找到一個(gè)突破口,從理論上,來探討大腦對視覺所傳送信息的處理和理解方式;在操作方法上,把廣告設(shè)計(jì)、改進(jìn)得更加符合人的生理和心理需求。運(yùn)用格式塔心理學(xué)的認(rèn)知方法等概念,不僅突破了傳統(tǒng)廣告心理中知覺與思維之間的研究界限,而且可以為廣告?zhèn)鞑セ顒拥牟僮魈峁┬碌乃悸贰?本文通過對格式塔心理學(xué)產(chǎn)生和發(fā)展理論背景的追溯,結(jié)合廣告學(xué)的相關(guān)知識,來探討格式塔心理學(xué)在廣告?zhèn)鞑セ顒又械恼J(rèn)知原理與運(yùn)用;闡述了廣告信息的特點(diǎn)以及與廣告?zhèn)鞑ハ嚓P(guān)的理論;論述了格式塔心理學(xué)視知覺規(guī)律和基本原則,包括:完形性、簡化、選擇性、理解性和恒常性,并對如何運(yùn)用這些理論來指導(dǎo)廣告的設(shè)計(jì)提出了自己的看法;最后探討了格式塔心理學(xué)對廣告信息傳播的意義及其啟示。
[Abstract]:All kinds of advertising around us, advertisers want his advertising effective, and consumers also need to obtain useful advertising information, so the demand for advertising is also getting higher and higher. The higher requirements of advertising information communication urge communication researchers to find a breakthrough, theoretically, to explore how the brain processes and understands the information transmitted by vision; In the operational method, advertising design, improved to more in line with human physical and psychological needs. The concept of Gestalt psychology not only breaks through the research boundary between perception and thinking in traditional advertising psychology, but also provides a new way of thinking for the operation of advertising communication activities. By tracing back to the background of Gestalt psychology's emergence and development theory and combining with the relevant knowledge of advertising, this paper discusses the cognitive principle and application of Gestalt psychology in advertising communication activities. This paper expounds the characteristics of advertising information and the theories related to advertising communication. This paper discusses the rules and basic principles of visual perception in Gestalt psychology, including: gestalt, simplification, selectivity, comprehension and constancy, and puts forward its own views on how to use these theories to guide the design of advertising; Finally, the significance and enlightenment of Gestalt psychology to advertising information transmission are discussed.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F713.8
本文編號：2420954
[Abstract]:All kinds of advertising around us, advertisers want his advertising effective, and consumers also need to obtain useful advertising information, so the demand for advertising is also getting higher and higher. The higher requirements of advertising information communication urge communication researchers to find a breakthrough, theoretically, to explore how the brain processes and understands the information transmitted by vision; In the operational method, advertising design, improved to more in line with human physical and psychological needs. The concept of Gestalt psychology not only breaks through the research boundary between perception and thinking in traditional advertising psychology, but also provides a new way of thinking for the operation of advertising communication activities. By tracing back to the background of Gestalt psychology's emergence and development theory and combining with the relevant knowledge of advertising, this paper discusses the cognitive principle and application of Gestalt psychology in advertising communication activities. This paper expounds the characteristics of advertising information and the theories related to advertising communication. This paper discusses the rules and basic principles of visual perception in Gestalt psychology, including: gestalt, simplification, selectivity, comprehension and constancy, and puts forward its own views on how to use these theories to guide the design of advertising; Finally, the significance and enlightenment of Gestalt psychology to advertising information transmission are discussed.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F713.8
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前1條
1 陳為;長沙市戶外公共設(shè)施設(shè)計(jì)研究[D];中南林業(yè)科技大學(xué);2012年
，本文編號：2420954
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/2420954.html
最近更新
教材專著
