【摘要】：廣告創(chuàng)意的視覺(jué)語(yǔ)言表達(dá)屬于廣告活動(dòng)過(guò)程中相當(dāng)重要的一個(gè)環(huán)節(jié),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)某種產(chǎn)品或品牌的看法；能影響行為,促使消費(fèi)者去真正購(gòu)買(mǎi)廣告所宣傳的產(chǎn)品或是服務(wù)。 本文先闡述了廣告創(chuàng)意概念以及有關(guān)理論,并在此基礎(chǔ)上對(duì)廣告創(chuàng)意的視覺(jué)語(yǔ)言表達(dá)方式進(jìn)行了深入的研究。通過(guò)對(duì)文字、圖形、色彩三個(gè)視覺(jué)語(yǔ)言基本要素的分析,結(jié)合多個(gè)國(guó)內(nèi)外優(yōu)秀廣告創(chuàng)意案例,歸納了平面廣告創(chuàng)意的過(guò)程及產(chǎn)生優(yōu)秀廣告創(chuàng)意的運(yùn)作規(guī)則,為提高設(shè)計(jì)者的創(chuàng)意及設(shè)計(jì)表現(xiàn)能力奠定堅(jiān)實(shí)的理論基礎(chǔ),豐富廣告創(chuàng)意理論體系,為平面設(shè)計(jì)等相關(guān)學(xué)科提供啟示。 設(shè)計(jì)者一定要遵循人類(lèi)的視覺(jué)思維將廣告主題進(jìn)行創(chuàng)意思考,轉(zhuǎn)化為視覺(jué)語(yǔ)言后進(jìn)行創(chuàng)意表現(xiàn),才能最終將廣告信息準(zhǔn)確并富于技巧性地傳達(dá)給受眾,使受眾最終實(shí)施消費(fèi)行為,達(dá)到平面廣告的最終目的。
[Abstract]:The visual language expression of advertising creativity belongs to a very important link in the process of advertising activities. Excellent advertising creativity and performance can attract people's attention and give people a deep impression; it can break the clich 茅 and change people's views on a certain product or brand; it can influence behavior and urge consumers to really buy the products or services advertised by advertising. This paper first expounds the concept of advertising creativity and related theories, and on this basis, makes a deep study on the visual language expression of advertising creativity. Through the analysis of the three basic elements of visual language, text, graphics and color, combined with many excellent advertising creative cases at home and abroad, this paper sums up the process of graphic advertising creativity and the operation rules of producing excellent advertising creativity, which lays a solid theoretical foundation for improving the creativity and design expression ability of designers, enriches the theoretical system of advertising creativity, and provides enlightenment for graphic design and other related disciplines. Designers must follow the visual thinking of human beings to think creatively about the theme of advertising and transform it into visual language in order to convey the advertising information to the audience accurately and skillfully, so that the audience can finally implement the consumption behavior and achieve the ultimate goal of print advertising.
【學(xué)位授予單位】：天津科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：J524.3

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本文編號(hào)：2505818