趣味性在儿童药品广告中的应用研究

发布时间：2018-02-24 22:15

本文关键词： 儿童药品广告趣味性　出处：《武汉纺织大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着社会的发展，儿童药品已经从成人药品中分离出来，成为一种独立的医药门类。同时，又是一个特殊的门类，它所针对的受众群体不仅包括儿童，还有他们的家长。纵观整个儿童药品广告，虽然有少部分药品广告已经开始注重广告中幽默元素的表现，但是，绝大部分儿童药品广告过分强调说词部分，忽略了画面的视觉表现能力，以至于表现形式较为单一，缺乏生动性。这样很难吸引广大受众的注意。本文以趣味性为设计理念，从儿童及家长的角度出发，分析儿童及家长对趣味性儿童药品广告的了解程度及要求，从而得出新的设计表现形式，，使设计师设计出迎合家长及儿童喜欢的趣味性儿童药品广告。儿童药品广告设计着重考虑家长和儿童的审美趣味，只有有针对性的设计，有趣味性的设计才会给消费者留下深刻的印象。本文首先针对儿童、家长这两个群体进问卷调查，旨在分析儿童及家长对于趣味性儿童药品广告了解程度及其对趣味性儿童药品广告的要求。在通过视觉形象、视觉语言相结合的表现手法，进一步论证趣味性在儿童药品广告应用的重要性。并通过实例，得出了有利于趣味性设计理念运用到儿童广告中的设计表现形式——情感引导、场景再现、游戏引导、理性表达等。分别从家长和儿童的角度做了不同的诠释，从而引起受众情感上的共鸣，为儿童营造一个轻松、有趣的用药氛围，为家长提供一个感性的情感空间，进而引导正确的消费观，促进消费行为的发生。趣味性的设计理念是设计向前发展的必然趋势。同时，也是儿童药品广告不断向前发展的必经之路。因为趣味性的儿童药品广告为广大受众营造了一个个虚拟现实空间，使受众的审美情趣不断的提高，改变了消费者的思维方式，引导消费者正确的消费价值观，改变了消费者日常生活中不合理的地方，使其养成了生活良好的习惯。对企业而言，为其创造了商业价值，提升了企业的品牌形象。对于社会而言，推动了社会经济的发展，为精神文明建设出了一份力，进而推动了社会的不断向前发展。
[Abstract]:With the development of society, children's medicine has been separated from adult medicine and become an independent medicine category. At the same time, it is also a special category, which is aimed at not only children, but also children. And their parents. Throughout the children's drug advertisements, although a small number of drug advertisements have begun to pay attention to the performance of the humorous elements in the advertisements, the vast majority of the children's drug advertisements place too much emphasis on the narrative part. Neglecting the visual performance of the picture, so that the form of expression is relatively simple, lack of vitality. It is difficult to attract the attention of the broad audience. This article takes fun as the design concept, from the perspective of children and parents, This paper analyzes the understanding and requirements of children and their parents to the interesting children's drug advertisement, and obtains the new design expression form, which makes the designer design the interesting children's medicine advertisement which caters to the parents and the children's liking. Children's drug advertising design focuses on the aesthetic taste of parents and children, only targeted design, interesting design will leave a deep impression on consumers. First of all, this paper aims at children, parents, these two groups into a questionnaire survey. The purpose of this paper is to analyze children's and their parents' understanding of interesting children's drug advertisements and their requirements for interesting children's drug advertisements. This paper further demonstrates the importance of interest in the application of children's drug advertisements, and through an example, obtains the design expression form of interest design concept applied to children's advertisements-emotional guidance, scene reappearance, game guidance, and so on, which is beneficial to the application of interesting design concepts to children's advertisements. Rational expression, etc. Different interpretations are made from the perspective of parents and children, thus causing emotional resonance among the audience, creating a relaxed and interesting medication atmosphere for children, and providing parents with a perceptual emotional space. Then guide the correct view of consumption, promote the occurrence of consumer behavior. The interesting design idea is the inevitable trend of the development of the design. At the same time, it is also the only way for the children's drug advertisement to develop continuously, because the interesting children's medicine advertisement has created a virtual reality space for the broad audience. The aesthetic sentiment of the audience has been improved constantly, the way of thinking of consumers has been changed, the correct consumption values have been guided, the unreasonable places of consumers' daily life have been changed, and the good habits of life have been formed. For the society, it promotes the development of social economy, the construction of spiritual civilization, and then promotes the continuous development of society.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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