【摘要】： 本文以平面廣告的現(xiàn)狀為出發(fā)點(diǎn),針對(duì)流行元素在平面廣告中的各種表現(xiàn)形式而探討其廣告效果、色彩的運(yùn)用、創(chuàng)意的發(fā)揮、放置的位置、面積的大小等,通過(guò)這些最基本的構(gòu)成要素而達(dá)到的表現(xiàn)效果,以及在社會(huì)背景下流行元素對(duì)平面廣告的影響。重點(diǎn)的分析放在時(shí)尚類的平面廣告上,從而能更貼切地發(fā)現(xiàn)關(guān)于流行元素應(yīng)該起到的引領(lǐng)性的作用到哪一個(gè)程度上才能相對(duì)更符合受眾的接受度并且能引起共鳴。有關(guān)廣告創(chuàng)意及表現(xiàn)屬于廣告活動(dòng)過(guò)程中相當(dāng)重要的一個(gè)環(huán)節(jié)就是優(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?duì)某些事物或商品的看法;能影響行為,平面廣告這種宣傳手段本身就有較實(shí)用性的價(jià)值,從中總結(jié)出意義所在。如何運(yùn)用平面廣告中流行元素來(lái)提升平面廣告的效果的主要內(nèi)容如下: (1)闡述平面廣告創(chuàng)意和表現(xiàn)的關(guān)系:“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,廣告表現(xiàn)是廣告創(chuàng)意的延續(xù)和深化。 (2)平面廣告中要重視與流行元素組合以及創(chuàng)意與整體視覺(jué)效果。 (3)注重因流行元素引起的受眾分類、情感體驗(yàn)與心理承受度。 (4)同一個(gè)平面廣告中有不同使用場(chǎng)合。 大眾對(duì)平面廣告中流行元素的記憶,以及流行元素通過(guò)平面廣告使大眾對(duì)商品或事物有著延續(xù)性的影響作用。是當(dāng)今最廣泛的信息傳播的首要途徑。
[Abstract]:Based on the present situation of print advertising, this paper discusses the advertising effect, the use of color, the display of creativity, the position of placement, the size of area, and so on, aiming at the various forms of expression of popular elements in print advertising. Through these basic elements to achieve the performance of the effect, and in the social context of popular elements on print advertising. The emphasis is placed on stylish print ads, so as to find more closely the extent to which the leading role that pop elements should play is more relevant to the audience's acceptance and resonate. Advertising creativity and performance is a very important link in the process of advertising activities is that excellent advertising creativity and performance can attract people's attention, give people a deep impression; It can break the cliche and change people's view of some things or goods, and can influence the behavior, the propaganda means of print advertisement itself has more practical value, from which the meaning is summed up. The main contents of how to use popular elements in print advertising to improve the effect of print advertising are as follows: (1) expounding the relationship between print advertising creativity and performance: "Advertising originality leads to advertising performance, advertising performance displays advertising creativity," Advertising performance is the continuation and deepening of advertising creativity. (2) pay attention to the combination of popular elements and creative and overall visual effects in print advertising. (3) pay attention to audience classification, emotional experience and psychological tolerance caused by popular elements. (4) there are different situations in the same print advertisement. The public's memory of popular elements in print advertising and the influence of popular elements on goods or things through print advertising. Is the most extensive information dissemination of the first way.
【學(xué)位授予單位】：延邊大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：J524.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 趙亦威;時(shí)尚廣告設(shè)計(jì)中的圖形語(yǔ)義研究[D];北京服裝學(xué)院;2012年

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本文編號(hào)：2423242