【摘要】： 如何運(yùn)用不同尋常的現(xiàn)實(shí)新事業(yè)開(kāi)創(chuàng)新的視覺(jué)領(lǐng)域?如何運(yùn)用基本的像素、圖像元素創(chuàng)造新一項(xiàng),如何將元素與元素新穎地聯(lián)系起來(lái)?變化如何帶來(lái)嶄新意義和意外的視覺(jué)印象?如何結(jié)合、連接和混合不同風(fēng)格和類型,產(chǎn)生原創(chuàng)作品?本研究從廣告創(chuàng)意的思維方法出發(fā),并將現(xiàn)有的創(chuàng)意思維技巧重新整合分析。從瑞士天體物理學(xué)家弗雷茨·茨維基發(fā)明的形態(tài)學(xué)矩陣法得到啟發(fā),尋找形態(tài)學(xué)矩陣分解元素產(chǎn)生的各種形態(tài)以及形態(tài)的集合。并且借助已有的思維方法,將各種思維渠道匯集在一起,探究產(chǎn)生廣告創(chuàng)意的新方法。依次概括分析基于形態(tài)學(xué)矩陣分解元素的廣告創(chuàng)意的理論依據(jù),形態(tài)來(lái)源和形態(tài)轉(zhuǎn)換。再對(duì)其在創(chuàng)意發(fā)想過(guò)程中的運(yùn)用進(jìn)行探索研究。 基于形態(tài)學(xué)矩陣分解元素的廣告創(chuàng)意,是一種系統(tǒng)搜索和求解的分功能組合求解方法。它的出發(fā)點(diǎn)是:認(rèn)為許多新形象、新形態(tài)并不是一種全新的、與原始形象毫無(wú)關(guān)系的東西,而只不過(guò)是已有元素的新型組合。形態(tài)學(xué)矩陣的方法,可以生成許多方案,目的是借以發(fā)現(xiàn)新的設(shè)計(jì)方案。基于形態(tài)學(xué)矩陣分解元素的廣告創(chuàng)意是對(duì)創(chuàng)造對(duì)象進(jìn)行因素分解和形象綜合的過(guò)程,在這一過(guò)程中,發(fā)散思維和收斂思維起著重要作用。為了剖析此方法的來(lái)龍去脈,理論支撐和理論疏導(dǎo),本研究不拘泥于簡(jiǎn)單的廣告論述和框架構(gòu)想,而是對(duì)其他學(xué)科的研究成果作關(guān)聯(lián)性的思考,從而總結(jié)推論出基于形態(tài)學(xué)矩陣分解元素產(chǎn)生廣告創(chuàng)意的實(shí)施步驟,擬將此方法歸類于廣告創(chuàng)意思維方法的行列當(dāng)中。 本研究運(yùn)用實(shí)際案例和實(shí)證法來(lái)驗(yàn)證通過(guò)形態(tài)學(xué)矩陣的方法產(chǎn)生廣告創(chuàng)意的可行性,以及在廣告創(chuàng)意生成過(guò)程中對(duì)創(chuàng)意激發(fā)的成效性。事物之間都是有聯(lián)系的,各個(gè)學(xué)科之間也存在千絲萬(wàn)縷的聯(lián)系,將自然學(xué)科引入人文學(xué)科,并將其發(fā)展,還是一個(gè)新的、有難度的課題,將是一個(gè)新的挑戰(zhàn)。本研究將從自然學(xué)科形態(tài)學(xué)矩陣的原理出發(fā),期望對(duì)創(chuàng)意的發(fā)想及表現(xiàn)有一定的幫助,通過(guò)此研究能夠發(fā)現(xiàn)一種更好的思維訓(xùn)練方法,從而幫助我們更行之有效的完成創(chuàng)意。如果你想從一個(gè)全新的角度來(lái)觀察熟悉的事物、人或者情景,就必須具備用于試驗(yàn)的精神,敢于走上一條全新的道路。
[Abstract]:How to use the unusual reality of new undertakings to create a new field of vision? How to use basic pixels, image elements to create a new item, how to connect elements with the elements novel? How does change bring new meaning and unexpected visual impressions? How to combine, connect and mix different styles and types to produce original works? This study starts from the thinking method of advertising creativity and reintegrates the existing creative thinking skills. Inspired by the morphological matrix method developed by Swiss astrophysicist Fritz Zwicki, the morphological matrix decomposition elements are searched for various forms and the set of morphologies. And with the help of existing thinking methods, the various thinking channels together to explore new ways to produce advertising ideas. The theoretical basis, source and transformation of advertising creativity based on morphological matrix factorization elements are analyzed in turn. Then it explores the application of the idea in the process of creative development. Advertising creativity based on morphological matrix decomposition element is a method of system searching and solving. Its starting point is to think that many new images and new forms are not a brand new thing which has nothing to do with the original image, but only a new combination of existing elements. The method of morphological matrix can generate many schemes in order to discover new design schemes. Advertising creativity based on morphological matrix factorization elements is the process of factor decomposition and image synthesis of creative objects, in which divergent thinking and convergent thinking play an important role. In order to analyze the origin of this method, theoretical support and theoretical guidance, this study is not confined to simple advertising discourse and framework, but to the research results of other disciplines. The paper concludes the steps to produce advertising creativity based on morphological matrix factorization elements, and proposes to classify this method into the ranks of advertising creative thinking methods. This study uses practical cases and empirical methods to verify the feasibility of generating advertising creativity through morphological matrix method and the effectiveness of creativity stimulation in the process of advertising creative generation. There are links between things, and there are inextricably links among various disciplines. It will be a new challenge to introduce the natural science into the humanities and develop it as a new and difficult subject. Based on the principle of morphological matrix of natural disciplines, this study hopes to be helpful to the development and performance of creativity. Through this study, we can find a better method of thinking training and help us to accomplish creativity more effectively. If you want to look at familiar things, people, or situations from a new perspective, you must have the spirit to experiment and dare to take a new path.
【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】：2009
【分類號(hào)】：F713.8

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