【摘要】： 廣告創(chuàng)意可以稱的上是當(dāng)今廣告界最流行的詞藻之一,更有甚者,將是否具備創(chuàng)意性作為衡量好廣告的最基本標(biāo)準(zhǔn)。對廣告創(chuàng)意的研究,不論是在學(xué)術(shù)界,還是在廣告設(shè)計(jì)實(shí)務(wù)中,都是一個備受關(guān)注的課題。特別是對于當(dāng)今國內(nèi)平庸廣告、惡俗廣告的泛濫這一現(xiàn)狀來說,廣告創(chuàng)意的呼聲顯得尤為響亮。 從學(xué)術(shù)上看,廣告學(xué)作為一門獨(dú)立的學(xué)科在國內(nèi)開展研究相對比較滯后,對于廣告創(chuàng)意的引介和研究也還只是從二十世紀(jì)90年代開始的。然而,通過近二十年的發(fā)展和研究,廣告創(chuàng)意研究成果層出不窮,廣告創(chuàng)意課程也在各個高校普遍開展。但是,從廣告設(shè)計(jì)實(shí)務(wù)來看,平庸廣告、惡俗創(chuàng)意,以及一些所謂的“個性創(chuàng)意”正充斥著我們的視聽�！叭绾巫鰟�(chuàng)意,如何做好創(chuàng)意?”這一問題又一次被推上了廣告學(xué)術(shù)的風(fēng)頭浪尖。作為廣告后生的我們?nèi)绾伍_展這一課題的研究?如何能夠突破前人的研究成果? 筆者通過“問題的提出”、“突破口的尋找”、“問題的深入探討”和“再思考”這么四個部分來展開本課題的研究。并且在寫作過程中經(jīng)歷了一次對“創(chuàng)意問題”反思、深思和再思考的過程。其目的是嘗試著運(yùn)用符號學(xué)作為突破口,對“廣告創(chuàng)意”進(jìn)行重新審視和更進(jìn)一步的研究。 其主要創(chuàng)新處在于:一、舊主題,新的出發(fā)點(diǎn):從廣告內(nèi)部的符號層面對廣告創(chuàng)意進(jìn)行探討;二、舊理論,新的挖掘:運(yùn)用符號學(xué)橫組合/縱聚合理論對廣告創(chuàng)意理論進(jìn)行挖掘。并且提出了商品/服務(wù)、符號、公眾與廣告創(chuàng)意的關(guān)系模型,力求對廣告創(chuàng)意實(shí)踐具有一定的啟發(fā)性。
[Abstract]:Advertising creativity can be said to be one of the most popular words in the advertising industry, what's more, whether it is creative or not is the most basic standard to measure good advertising. The research on advertising creativity, both in academic circles and in advertising design practice, is a subject of great concern. Especially for the current situation of mediocre advertising and the proliferation of vulgar advertising, the voice of advertising creativity is particularly loud. Academically, advertising, as an independent subject, lags behind in China, and the introduction and research of advertising creativity only began in the 1990s. However, through nearly 20 years of development and research, advertising creative research results emerge in endlessly, advertising creative courses are also widely carried out in colleges and universities. However, from the point of view of advertising design practice, mediocre advertising, vulgar ideas, and some of the so-called "personality creativity" are full of our audio-visual. "how to be creative and how to be creative?" Once again, the problem has been pushed to the forefront of the advertising academic limelight. As the afterlife of advertising, how do we carry out the research on this subject? How can we break through the previous research results? The author carries out the research of this subject through four parts: "the proposal of the problem", "the search for a breakthrough", "the in-depth discussion of the problem" and "rethinking". In the process of writing, I experienced a process of reflection, reflection and rethinking on creative problems. Its purpose is to try to use semiotics as a breakthrough to re-examine and further study Advertising creativity. Its main innovation lies in: first, the old theme, the new starting point: from the advertising internal symbol level to carry on the discussion to the advertisement creativity; Second, the old theory, the new mining: using the symbolic horizontal combination / longitudinal aggregation theory to mine the advertising creative theory. The relationship model between goods / services, symbols, the public and advertising creativity is put forward, which tries to be instructive to the practice of advertising creativity.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 郭珊;美國商業(yè)性設(shè)計(jì)的廣告符號學(xué)解讀[D];湖南師范大學(xué);2012年

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本文編號：2477327