广告设计感性诉求的情感价值研究

发布时间：2018-02-27 10:05

本文关键词： 广告设计感性诉求情感语言情感价值评价　出处：《湖南工业大学》2010年硕士论文　论文类型：学位论文

【摘要】：在广告设计中要树立以人为本的思想,关注人性的发展,关注人类的情感,关注真、善、美。本文对现代人情感价值的广告感性诉求设计进行了研究,以期对研究者和实践者有着参考和借鉴的作用。本文结合相关文献分析,以美学与心理学的原理为基础,深入地挖掘了广告感性诉求的情感价值的内涵和目标,详细分析了广告设计感性诉求的情感语言,探讨了广告设计感性诉求的情感价值评价原则及评价尺度。同时,通过案例研究对广告设计感性诉求进行了情感价值的综合评价。本文对广告设计情感价值产生的背景进行了探讨,并从心理学角度分析了广告设计中赋予情感价值的必要性。在广告设计感性诉求中,文字、图形和色彩是平面设计的三大设计要素。通过对文献的研究和广告实例的总结分析,本文将广告设计感性诉求的情感语言分为:原始情感语言、体验情感语言、文化情感语言和其他情感语言四个类别。广告设计感性诉求的情感语言能够让受众对设计作品动情,使设计师借以视觉表现形式去呼唤受众的心灵。广告设计中的情感价值赋予成为广告设计感性诉求成功与否的关键,也是广告设计中情感价值评价的重要标准。只有进行正确的评价才能推动广告设计感性诉求的进一步发展和提高。因此,本文进一步对广告设计情感价值评价原则与评价尺度进行了分析与探讨。本文认为情感价值评价原则主要包括诉求是否符合“情”的需要和诉求是否广告设计感性诉求的情感价值研究注重“情”的传播;情感价值评价尺度主要包括客观尺度、主观尺度和情感拓展尺度。
[Abstract]:In advertising design, we should set up the idea of people-oriented, pay attention to the development of human nature, concern about human emotion, concern for truth, goodness and beauty. With a view to researchers and practitioners have a reference and reference role. Based on the principles of aesthetics and psychology, this paper deeply excavates the intension and goal of emotional value of advertising sensibility appeal, and analyzes the emotional language of advertisement design sensibility appeal in detail. This paper probes into the principles and criteria of emotional value evaluation of sensibility appeal of advertising design, and makes a comprehensive evaluation of emotional value of sensibility appeal of advertising design through case study. This paper discusses the background of emotional value in advertising design and analyzes the necessity of affective value in advertising design from the angle of psychology. In the perceptual appeal of advertising design, text, graphics and color are the three design elements of graphic design. This paper divides the emotional language of advertising design into four categories: original emotional language, experiential emotional language, cultural emotional language and other emotional language. So that the designer through visual expression to call the hearts of the audience. The emotional value in advertising design becomes the key to the success of the sensibility appeal of advertising design. It is also an important criterion for the evaluation of emotional value in advertising design. Only the correct evaluation can promote the further development and improvement of the sensibility appeal of advertising design. This paper further analyzes and discusses the principles and criteria of the evaluation of the emotional value of advertising design. This paper holds that the principles of evaluation of emotional value mainly include whether the appeal conforms to the need of "feeling" and whether the appeal is the sense of advertising design. The study of emotional value of sexual appeal focuses on the spread of "emotion"; The evaluation scale of emotional value mainly includes objective scale, subjective scale and emotional expansion scale.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

【引证文献】