广告创意中的情感表现研究

发布时间：2018-03-15 02:08

本文选题：广告创意　切入点：广告表现　出处：《重庆工商大学》2017年硕士论文　论文类型：学位论文

【摘要】：从19世纪人们一星期也未必能看到一则广告到如今的广告满天飞的时代,经济的发展带来了广告的繁盛,然而这个时代以产品功能诉求为重点的广告已不再那么有效,人们更关心情感上的需要。正因为如此,广告创意中的情感表现手段的恰当运用变得尤为重要,虽然心理学上关于情感的研究已经相当深入,但在广告领域对将心理学运用于广告创意中的情感表现的研究尚不多见。本文从心理学视角,以传播学、广告学相关理论为基础,以收集到的大量经典广告案例为支撑,探讨广告创意中的情感表现影响受众的内在规律和根本原因以及在广告广告创意中运用情感手段应注意的问题。本文共分为五个部分,第一部分为绪论,主要阐述本文的研究背景及研究意义,并对与本文研究相关的中外文献进行综述,了解研究现状,分析总结其成果及欠缺之处,同时阐明本文的主要研究方法和对本研究相关概念进行界定。第二部分是本文的理论基础及现状描述,横向阐述广告创意的分类特征和广告创意中情感表现的特殊优势和动因分析以及从纵向角度阐述了当前广告创意情感表现的发展趋势。第三部分从广告心理学角度详细阐述了情感表现对广告受众认知过程包括注意、理解和认可阶段产生的潜移默化、不容忽视的影响及对广告效果的举足轻重的作用,这部分为本文打下了坚实的理论基础。第四和第五部分注重探讨广告创意中情感表现手段的实践运用问题,第四部分立足当今时代背景以及广告行业现状,以大量实例为支撑详细阐述了广告创意中运用情感表现的具体手段及这些手段的特征展示。最后一部分即是以理论指导实践,通过前文对理论的深入挖掘和阐述,在此基础上针对性的提出广告创意中运用情感表现应注意的问题等。本文认为通过在广告创意中运用情感表现手段,传达产品的特殊价值,引起受众情感上的共鸣,能够激起消费者的购买欲望和行动。所以广告创意的关键就是要将情感恰当的转变成产品和消费的一部分,并能赋予产品新的性质或丰富其原有内涵。因此广告创作人员应该充分认识到情感表现的价值并运用到广告创意之中。
[Abstract]:From 19th century, people may not be able to see an advertisement a week to the present advertising era, the development of the economy has brought about the prosperity of advertising, but in this era, the focus on product function demand advertising is no longer so effective. People are more concerned about emotional needs. Because of this, the proper use of emotional expression in advertising creativity has become particularly important, although psychological research on emotion has been fairly thorough. However, in the field of advertising, there are few researches on the emotional performance of applying psychology to advertising creativity. From the perspective of psychology, based on the relevant theories of communication and advertising, this paper is supported by a large number of classic advertising cases. This article is divided into five parts: the first part is the introduction. This paper mainly describes the research background and significance of this paper, and summarizes the relevant literature in this paper, understand the current situation of research, analyze and summarize its achievements and shortcomings. At the same time, it clarifies the main research methods and defines the related concepts. The second part is the theoretical basis of this paper and the description of the present situation. This paper expounds the classification characteristics of advertising creativity, the special advantages and motives of emotion expression in advertising creativity, and expounds the development trend of advertising creative emotion performance from the vertical angle. The third part is from the angle of advertising psychology. The degree elaborates the emotion performance to the advertisement audience cognition process including the attention, The subtle influence of the stage of understanding and recognition can not be ignored and plays an important role in the effect of advertising. This part lays a solid theoretical foundation for this article. Part 4th and 5th focus on discussing the practical application of the means of emotional expression in advertising creativity, part 4th is based on the background of the times and the present situation of advertising industry. Based on a large number of examples, this paper expounds in detail the specific means of using emotional expression in advertising creativity and the features of these means. The last part is to use theory to guide practice, and to explore and elaborate the theory through the above. On the basis of this, the author puts forward the problems that should be paid attention to in the use of emotion in advertising creativity. This paper holds that the special value of product can be conveyed by the means of emotional expression in advertising creativity, which will arouse the emotional resonance of the audience. The key to advertising creativity is to turn emotion into a part of product and consumption. Therefore, the advertisement creators should fully realize the value of emotional expression and apply it to the advertising creativity.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;C912.6

【参考文献】