【摘要】：平面廣告一直是企業(yè)或品牌在產(chǎn)品推廣過(guò)程中最有效，也是最常用的工具。然而由于媒體的發(fā)展，廣告的發(fā)布空間也在不斷拓展，電視廣告，網(wǎng)絡(luò)廣告相對(duì)于平面廣告都有其獨(dú)特的優(yōu)勢(shì)。由于現(xiàn)代社會(huì)信息的泛濫，廣告無(wú)處不在，受眾對(duì)廣告已經(jīng)產(chǎn)生了抵觸心理。平面廣告要想繼續(xù)發(fā)展，只有在表現(xiàn)空間上更加多元化，在廣告元素的選擇上更加新穎化，這樣才能吸引受眾的注意力。而恐怖元素是一種新的廣告表現(xiàn)元素，，本身具有強(qiáng)大的震撼力，越來(lái)越多地被運(yùn)用于廣告中，也取得了很好的廣告效果。本論文就是圍繞恐怖元素與平面廣告的結(jié)合這一問(wèn)題展開(kāi)的。通過(guò)收集大量資料，將理論分析與具體實(shí)例相結(jié)合，對(duì)恐怖元素在平面廣告設(shè)計(jì)中的運(yùn)用進(jìn)行了深入的研究。論文首先從對(duì)恐怖的認(rèn)識(shí)，恐怖元素的界定和恐怖元素的特點(diǎn)三個(gè)方面對(duì)恐怖元素進(jìn) 行了概要性闡述，對(duì)恐怖元素有了整體的認(rèn)識(shí)和把握，找到恐怖元素與廣告創(chuàng)意的契合點(diǎn)：舊元素，新組合。其次從恐怖元素作為一種創(chuàng)意方法的歷史回顧、恐怖元素在現(xiàn)代平面廣告設(shè)計(jì)中的應(yīng)用現(xiàn)實(shí)和恐怖元素運(yùn)用于平面廣告設(shè)計(jì)的可行性分析三個(gè)方面來(lái)綜合分析廣告創(chuàng)意與恐怖元素的結(jié)合，闡述了兩者結(jié)合的理論依據(jù)。再次是對(duì)恐怖元素在平面廣告設(shè)計(jì)中的應(yīng)用探究進(jìn)行綜合分析，主要從四個(gè)方面來(lái)論述：在平面廣告中的表現(xiàn)方法；如何有效運(yùn)用于平面廣告；運(yùn)用于平面廣告時(shí)應(yīng)注意的原則；在平面廣告中的作用及傳播效應(yīng)，通過(guò)這四方面的綜合分析，明確了恐怖元素應(yīng)該如何運(yùn)用。最后指出運(yùn)用恐怖元素要有針對(duì)性，不能盲目運(yùn)用，并對(duì)恐怖元素運(yùn)用于廣告提出了自己的思索�？植涝厥且环N敏感的元素，一般的廣告人很少建議在廣告中使用，甚至有人認(rèn)為堅(jiān)決不要使用。本論文圍繞恐怖元素在平面廣告設(shè)計(jì)中的運(yùn)用為中心展開(kāi)了詳細(xì)論述，從概 念的闡述到理論的追蹤，再到實(shí)例的分析，最后從整合營(yíng)銷(xiāo)傳播觀念出發(fā)提出了“恐怖元素運(yùn)用于平面廣告與廣告推廣活動(dòng)相結(jié)合會(huì)更加有效果”的思索，環(huán)環(huán)相扣，層層深入。從一個(gè)新的角度來(lái)認(rèn)識(shí)恐怖元素，然后發(fā)掘恐怖元素在廣告領(lǐng)域的價(jià)值，這就是本論文所具有的現(xiàn)實(shí)意義。
[Abstract]:Print advertising has always been the most effective and most commonly used tool in the product promotion process of enterprises or brands. However, due to the development of media, advertising space is also expanding, television advertising, network advertising compared to print advertising has its unique advantages. Due to the proliferation of modern social information, advertising everywhere, the audience has produced a psychological resistance to advertising. In order to continue the development of print advertising, only in the performance space more diversified, in the choice of advertising elements more novelty, so as to attract the attention of the audience. The element of terror is a new element of advertising expression, which has strong shock power and has been used in advertising more and more, and has achieved very good advertising effect. This paper focuses on the combination of terror elements and print advertising. By collecting a large amount of data, combining theoretical analysis with concrete examples, this paper makes a deep research on the application of terrorist elements in graphic advertising design. First of all, this paper gives an overview of terror elements from three aspects: the understanding of terror, the definition of terror elements and the characteristics of terror elements, and has an overall understanding and grasp of the elements of terror. Find a fit between the elements of terror and the idea of advertising: old elements, new combinations. Secondly, looking back on the history of terror as a creative method, The Application of Terror element in Modern graphic Advertising Design reality and Feasibility Analysis of Terror element used in graphic Advertising Design to analyze synthetically the combination of advertising creativity and terror element, and expounds the theoretical basis of the combination of the two elements. Thirdly, the author makes a comprehensive analysis of the application of terror elements in print advertising design, mainly from four aspects: the expression method in print advertisement, how to apply it to print advertisement effectively, and how to apply it to print advertisement effectively, and how to use it effectively in print advertisement is discussed from four aspects. The principle that should be paid attention to when applied to print advertisement, the function and spread effect in print advertisement, through the comprehensive analysis of these four aspects, have made clear how to use terror element. Finally, it is pointed out that the use of terrorist elements should be targeted, and should not be blindly used, and the use of terrorist elements in advertising put forward their own thinking. Terror element is a sensitive element, the general advertisers rarely recommend the use of advertising, and even some people believe that the use of resolute. This paper focuses on the use of terror elements in graphic advertising design, from the outline to the tracing of the theory, to the analysis of the examples. Finally, based on the concept of integrated marketing communication, this paper puts forward the thought that "the combination of terror elements in print advertising and advertising promotion activities will be more effective", which is linked to each other and goes deep into layers. From a new point of view to understand the elements of terror, and then explore the value of terrorist elements in the field of advertising, which is the practical significance of this paper.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：J524.3

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