体育类广告情感设计策略分析与研究

发布时间：2018-03-15 01:16

本文选题：情感诉求　切入点：体育文化　出处：《哈尔滨工程大学》2011年硕士论文　论文类型：学位论文

【摘要】：随着商品同质化的出现,广告间的竞争显得尤为激烈,商家纷纷打造非常规化的广告策略来占领市场。那么,情感诉求广告便成为其中的一种形式,它依赖情感诉求来唤起人的情感共鸣,迎合人的情感特性来有效宣传广告信息。本文以体育类型情感广告为研究对象,论述了情感设计理念产生的动因,解析情感设计三个层次的原理,说明了个体受众接受情感诉求广告的心理需求源于反思层的内涵。继而,在对体育广告情感诉求表达的探析中,结合比较法、个案分析法、归纳法,对体育类广告情感设计策略进行全面深入的研究。首先,本文以情感设计理念为基础,解释情感广告的含义,并分别从理性诉求和情感诉求两方面进行对比解析,总结出各自的诉求特点,指出情感诉求广告的特殊优势。然后以情感诉求为主线,通过体育文化、企业文化等方面剖析体育情感广告所涉及到的文化意义；选择典型的情感广告案例进行分析,归纳这些情感广告如何成功进行诉求的规律；深入研究消费者的心理需求,挖掘什么样的广告能充分引起他们的兴趣；总结出不同类型体育情感广告的设计策略。其次,本文从市场、广告主企业、产品、目标受众心理几个层面对于如何科学的进行广告设计调研进行了解析。最后,以情感设计理念为依据,系统、具体的将体育广告情感诉求与体育文化有机的结合,从心理学、美学角度,运用情感广告设计超常的创意方法和独特的表现手段,进行了体育情感广告的方案设计,用设计方案研究的实验结果证明了作者的一些观点,在作品中,充分的体现了自己对情感设计理念的理解与思考。综上所述,本文的研究基于当前国内外情感广告作品现状,结合不同学科的理论知识,总结了体育类广告情感设计应遵循的设计策略,希望个人的一些创意、思维和观点能够对情感诉求广告的发展有一定的帮助。
[Abstract]:With the appearance of homogenization of commodities, the competition among advertisements is particularly fierce. Merchants have created unconventional advertising strategies to occupy the market. Then, emotional appeal advertising has become one of the forms. It relies on emotional appeal to arouse emotional resonance and cater to the emotional characteristics of people to effectively propagate advertising information. This paper discusses the motivation of the concept of emotional design by taking the sports type emotional advertising as the research object. By analyzing the principle of three levels of emotional design, the author explains that the psychological demand of individual audience to accept emotional appeal advertisement originates from the connotation of reflective layer, and then, in the analysis of the expression of emotional appeal of sports advertisement, combining the comparative method, the case analysis method, Inductive method, the sports advertising emotional design strategy for a comprehensive and in-depth study. First of all, based on the concept of emotional design, this paper explains the meaning of emotional advertising, and respectively from the rational appeal and emotional appeal two aspects of comparative analysis, summed up their appeal characteristics. This paper points out the special advantages of emotional appeal advertising. Then it analyzes the cultural significance of sports emotional advertising through sports culture and corporate culture, and selects typical affective advertising cases to analyze, and then takes emotional appeal as the main line, and analyzes the cultural significance of sports emotional advertising through sports culture and corporate culture. Sum up the rules of how these emotional advertisements successfully appeal; deeply study the psychological needs of consumers, dig out what kind of advertising can arouse their interest; sum up the design strategies of different types of sports emotional advertising. Secondly, This paper analyzes how to carry out scientific research on advertising design from the aspects of market, advertisers, products and target audience psychology. Finally, based on the concept of emotional design, the system, Combining the emotional appeal of sports advertisement with sports culture organically, from the angle of psychology and aesthetics, using the extraordinary creative method and the unique expression means to design emotional advertisement, this paper designs the scheme of sports emotional advertisement. The experimental results of the research on the design scheme prove some of the author's views. In his works, he fully embodies his understanding and thinking of the concept of emotional design. To sum up, based on the current situation of emotional advertising works at home and abroad, combined with the theoretical knowledge of different disciplines, this paper summarizes the design strategies that should be followed in the emotional design of sports advertising, hoping that some personal creativity can be achieved. Thinking and viewpoint can help the development of emotional appeal advertisement.
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8

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