广告创意的人性化思考

发布时间：2018-02-19 18:26

本文关键词： 广告广告创意人性化思考　出处：《东北师范大学》2005年硕士论文　论文类型：学位论文

【摘要】：广告产生至今,已经深深的影响了人们的生活,并能够影响人们对某些问题的思考与对某些事物的拣择。而创意是广告的灵魂,广告是创意的展现。因此,广告创意是对广告设计师能力的挑战,它要求广告设计师要思考,但这种思考不能只依靠于灵感,还要遵循一定的原则进行创意。广告设计师必须找到一条与消费者沟通的渠道。广告在经受社会经济、文化以及思想的发展影响过程中逐渐成熟,现今的广告创意更加注重对人们精神层面的需求。广告创意必须能打动人的心灵,遵循人性化创作的原则,必须满足现代人追求轻松,希望获得愉悦的心理要求。必须满足人们深层次的精神文化需要。广告创意的人性化发展是以设计的理性化为前提条件的,是“人性”与“物化”的统一,是社会高科技发展的平衡剂,反映了“为人而设计”的本质特征,是人类追求理想化艺术生活方式的设计境界。广告创意必须遵循一定的原则进行发展,即广告创意的发展过程中必须遵循独创性、实效性、金字塔以及真实性的发展原则。只有如此,才能够创作出“人性化”广告。当今的广告创意属于多元化发展时期,在创意风格的探索上精彩纷呈,而其中 “人性化”设计成为引人注目的亮点,并逐渐形成一种不可逆转的潮流,而且人们追求的“人性化”是实实在在的,真正体现在广告创意中的。只有那些具体的,最大限度地适应生活,满足人们的生理需求、心理需求、审美需求。最大限度地为人们的生活提供便利条件,贴近人们的心理,符合人们需求特点的才是真正的“人性化”广告创意。
[Abstract]:Advertising has so far affected people ' s life , and can influence people ' s thinking about certain problems and the choice of certain things . The idea is the soul of advertising . The advertisement is the exhibition of creativity . Therefore , advertising creativity is a challenge to the ability of advertising designers . Therefore , advertising creativity is a challenge to the ability of advertising designers . Therefore , advertising creativity can not only rely on inspiration , but also to follow certain principles . Advertising designers must find a channel to communicate with consumers . Advertisement is gradually mature in the process of being subject to the development of social economy , culture and thought . Today ' s advertisement idea pays more attention to the demand of people ' s spiritual level . The advertisement originality must be able to impress people ' s soul , follow the principles of humanized creation , must satisfy the modern people ' s pursuit of easy , hope to get joyful psychological requirements . Must meet people ' s deep spiritual culture needs . The humanized development of advertising creativity is prerequisite to the rationalization of design , which is the unity of " humanity " and " materialized " . It is the balance of social hi - tech development . It reflects the essence of " human design " , and it is the design realm of mankind ' s pursuit of idealization art life style . The advertisement creativity must follow certain principles to develop , that is , the development process of advertising creativity must follow the principles of originality , effectiveness , pyramid and authenticity . Only in this way can the " humanized " advertisement can be created . Today ' s advertising creativity belongs to the period of diversified development , and in the exploration of creative style , the design of " humanity " becomes a remarkable highlight and gradually forms an irreversible trend , and the pursuit of " humanization " is real and truly reflected in the advertisement creativity . Only those specific and maximally adapted to life can meet the physiological needs , psychological needs and aesthetic needs of people . Only those specific and maximally adapted to life can provide convenient conditions for people ' s life , close to people ' s psychology , meet the needs of people , and are the real " humanized " advertising ideas .

【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：J504

【引证文献】