现代商业广告中的幽默性研究

发布时间：2018-03-09 23:24

本文选题：幽默　切入点：幽默商业广告　出处：《合肥工业大学》2007年硕士论文　论文类型：学位论文

【摘要】： 生活中少不了幽默。幽默是人们化解窘迫时的一份轻松、真诚、友善和宽容，是乐观地面对人生的态度。幽默是一种有文采、有品位的风趣。商业广告和幽默都有着悠久的历史，两者的结合产生了幽默商业广告。幽默商业广告以其轻松、戏谑而让人发笑的艺术表现成为商品软销售、树立特有的品牌形象的重要手段之一，其本身也具有颇多的文化意味，与特定时代的大众文化融为了一体。幽默商业广告不能为了幽默而幽默，在生活中捕捉大众的审美心理和社会心理，运用谐趣有味的表现形式将幽默展现于商业广告之中，使观众通过独特的造型、夸张的动作设计、幽默的语言和情景更准确的体验广告所要传达的情感和目的，这才是幽默商业广告的魅力所在。本文从幽默和幽默商业广告的特性、类别、价值和作用、幽默商业广告的历史演进出发，阐明幽默商业广告的设计原则、注意事项，，并结合我国广告设计现状，提出针对性的建议，希望幽默商业广告得到广大设计师的重视，并能让设计师在幽默商业广告设计上有所借鉴。
[Abstract]:Humor is a kind of relaxed, sincere, friendly and tolerant attitude to face life optimistically. Humor is a kind of literary style. Tasteful humor. Commercial advertising and humor have a long history, the combination of the two produce humorous commercial advertising. Humorous commercial advertising with its relaxed, playful and funny art performance into the soft sales of goods, One of the important means to set up a unique brand image is that it has a lot of cultural meanings and is integrated with the mass culture of a specific era. Humor commercial advertising should not be humorous for the sake of humor. It can capture the aesthetic and social psychology of the masses in life, and use humorous and interesting forms of expression to show humor in commercial advertisements so as to enable the audience to adopt unique shapes. Exaggerated action design, humorous language and scene more accurate experience advertising to convey the emotion and purpose, this is the charm of humorous commercial advertising. Starting from the characteristics, categories, values and functions of humor and humor commercial advertisements, this paper expounds the design principles and matters needing attention of humorous commercial advertisements, and combines the present situation of advertising design in China. It is hoped that the commercial advertisement of humor will be valued by the designers and that the designer can draw lessons from the design of the commercial advertisement of humor.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.3

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