广告艺术设计与受众的审美需求

发布时间：2018-03-08 09:52

本文选题：广告艺术设计　切入点：广告受众　出处：《广西师范大学》2011年硕士论文　论文类型：学位论文

【摘要】：随着时代的发展,广告深入到社会的各个角落,在内容的形式表现上也有了前所未有的突破。而随着接受理论的流行,受众与广告媒体、受众消费心理、受众的阶层等也成了广告研究不可回避的课题。本文主要从审美心理学的角度入手,分析受众的审美需求与广告艺术设计的关系。本文所说的广告专指商业广告。本文所论述的基本内容包括：第一章,概述广告艺术的特质和研究广告艺术设计与受众审美需求的关系的可能性及意义；第二章,对广告受众审美心理的基本表现进行全面的梳理,分析广告受众所具有的美感特质和受众审美心理的共性和差异性,探讨影响广告受众的审美感受的基本因素；第三章,分析广告受众的审美需求的五个主要方面：梦想的品味、时尚的追求、情感的满足、人性的关怀、个性的张扬；第四章和第五章,探讨广告受众审美需求对广告的形式和寓意两方面的影响,并结合案例分析指明：广告设计者须对受众的审美心理有较为全面的认识,在广告艺术设计中尽量满足受众的审美需求,才能创造出优秀的广告作品。
[Abstract]:With the development of the times, advertising has gone deep into every corner of society, and has also made an unprecedented breakthrough in the formal expression of content. With the popularity of the reception theory, the audience, the advertising media, and the consumer psychology of the audience, The class of the audience has also become an unavoidable topic in the study of advertising. This paper analyzes the relationship between the aesthetic needs of the audience and the art design of advertising from the perspective of aesthetic psychology. The basic contents of this paper include: chapter 1, summarizing the characteristics of advertising art and the possibility and significance of studying the relationship between advertising art design and the aesthetic needs of the audience. The basic performance of the advertising audience aesthetic psychology of a comprehensive combing, analysis of the aesthetic characteristics of the advertising audience and audience aesthetic psychology of the commonness and difference, explore the basic factors affecting the aesthetic feelings of advertising audience; chapter three, Analysis of the advertising audience's aesthetic needs of the five main aspects: the taste of dreams, the pursuit of fashion, emotional satisfaction, human care, personality publicity, 4th and 5th chapters, This paper probes into the influence of the aesthetic demand of the advertising audience on the form and the implication of the advertisement, and points out that the advertisement designer should have a more comprehensive understanding of the aesthetic psychology of the audience in combination with the case study. In advertising art design to meet the aesthetic needs of the audience, can create excellent advertising works.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3;F713.8

【引证文献】