环境媒体强化平面广告受众的情感体验

发布时间：2018-03-22 14:45

本文选题：环境　切入点：环境媒体　出处：《上海师范大学》2010年硕士论文　论文类型：学位论文

【摘要】： 田中一光先生在其所著的书《设计的觉醒》中曾这样描述一个好的广告所应具备的要求：“好的广告应该是有新意的,从一个与众不同的点切入,体现非比寻常的主题思想并用高度完美的新鲜造型完成执行。它还要能深入人们的日常生活,给人亲切的感受。要知道现在已经没有人会为那些肤浅的推销手段停下脚步了。”① 受众是广告信息传递的核心。对于平面广告而言,设计师需要思量的不再仅仅是传递什么信息给受众,而是如何使受众认同广告所要表述的内容。广告设计是一种基于交流为目的行为,优化、改善这种行为也是广告设计的一部分。随着,品牌营销策略与广告密切的结合。当今,广告正从“传递信息”向着“体验信息”转变。“个性”、“动态”、“参与”等等感性因素正在广告交流中起到越来越重要的作用。因为消费者对品牌的情感体验,是品牌策略的灵魂。本文研究的重要性在于：立足于受众从广告中获得的情感体验来分析“环境”对平面广告的影响和作用。在本文中,我使用了大量的案例来论证,“环境”并非仅仅只是提供给广告一个恰当的“氛围”,而是成为广告的一部分,成为广告信息的一种载体。广告与广告受众之间一直拥有一块“空白区域”,即广告和受众所共同分享的“环境”。当我们深入地分析公共环境中平面广告的信息传递过程时,我们会发现广告所处的“环境”会对广告的情感传递产生各种各样的影响和作用。近年来环境媒体广告开始兴起,预示着“环境”在广告情感传递中的作用越来越明显。本文的研究目的是深入的剖析环境媒体——这种还未被大家所了解的新兴广告媒体,以力求能为广告设计在未来的多元化发展贡献一份力量。为了能了解环境媒体对受众从广告中获取情感体验的影响。我进行了以下一些研究工作：第一,我在户外通过拍摄和录像的方式收集了大量与环境有关的广告作为研究案例,并从文献资料上查找国外平面广告与环境成功结合的案例,作为研究、论证依据。第二,我通过观察记录受众阅读广告时的无意识行为来分析受众阅读广告时所获得的情感体验。第三,广告信息传递基于认知心理学,但认知心理学的一大缺陷是缺少了心理学中的“情感体验”阶段。我除了翻阅大量心理学文献资料以了解“情感体验”阶段人的心理过程外,还就其相关问题请教了上师大的心理学教授,并获得了其宝贵的意见。基于以上的研究,我获得的主要结论是：适当的使用环境媒体可以强化平面广告情感体验。本文中对平面广告的定义并不是指印刷广告而是指具有平面视觉特征的广告。要具备平面视觉特征必须满足以下三个条件：第一,使用视觉语言而非视听语言或抽象语言进行信息传递。第二,具备两个维度上的存在特征,第三维度的空间立体特征不明显或在视觉上处于较为次要的地位。第三,不存在残影现象,即动画特征。随着,广告营销目的的需要,现代广告的发展正朝着“统一的品牌核心定位,多种媒体触点”的方向发展。各种媒体之间的交融性趋势会更为明显。媒体本身的技术限制将随着技术的优化而逐渐消退,未来是一个“大设计时代”,即设计门类不是由媒体划分的,而是由设计目的所决定的时代。
[Abstract]:A light field in the book "the design of the awakening > had described should have a good ad request:" good advertising should be creative, starting from a point out of the ordinary, reflect the extraordinary theme and other highly perfect execution. It is fresh to enter people's daily life, give people a warm feeling to know. Now nobody will sell those superficial means stop. "
The audience is the core of advertising information. For advertisement, designers need to consider not only what is the transfer of information to the audience, but how to make the audience identity to express the content of advertising. Advertising design is based on the exchange for the purpose of optimization, improve the behavior, this behavior is also part of the advertising design. With the brand. Marketing strategy and advertising are closely combined. Nowadays, advertising is from "information" to "experience information." "personality", "dynamic", "participation" and so on perceptual factors are advertising communication plays an increasingly important role. Because of the consumer brand emotional experience, is the soul of brand strategy is that the importance of this research: Based on the audience from the advertising to get emotional experience to analysis and function of "environment" impact on the plane advertisement. In this paper, I use a large amount of The case proves that "environment" is not only to provide an appropriate atmosphere for advertising, but to become part of advertising and a carrier of advertising information.
Between advertising and advertising audience has a "blank area", namely advertising and audience share "environment". When the transfer process of our in-depth analysis of plane advertising in the public environment information, we will find that advertising the "environment" of advertising emotion influence a variety of transfer and the role of the environment in recent years. Media advertising began to rise, indicating that the environment becomes more and more obvious in the advertising of emotion transfer. The purpose of this paper is in-depth analysis of the media environment has not been known to the emerging advertising media, to strive for the advertising design and contribute to a diversified development in the future.
In order to understand the environmental impact of media on the audience to get emotional experience from advertisements. I conducted the following research work: first, I through the shooting and video recording in the outdoor collection and a large number of advertisements about the environment as a case study, and from the literature to find foreign plane advertisement and the environment combine successfully as a case according to research, demonstration. Second, I observed through unconscious behavior to analyze the audience reading the advertisement audience reading ads get emotional experience. Third, advertisement information based on cognitive psychology, but a major drawback is the lack of cognitive psychology in the psychology of "emotional experience". I read a lot of psychology the literature in order to understand the process of "psychological emotional experience" stage of the people, but also ask a professor of psychology at the national the related problem, and obtain the A valuable opinion.
Based on the above research, the main conclusions I get is: the appropriate use of environmental media advertising can strengthen the emotional experience. In this paper, the definition of advertisement is not a print advertising but to have planar visual features. To have visual features of advertising must be sufficient to under three conditions: first, the use of visual language non visual language or abstract language to transmit the information. Second, have the characteristics of two dimensions, third dimensions of the feature space is not obvious or in a relatively minor role in vision. Third, there is no afterimage phenomenon, namely animation features.
With the purpose of marketing, advertising, the development of modern advertising is moving towards "the positioning of brand identity, a variety of media contact" direction. The trend of blending between different media is more obvious. The technology will restrict the media itself as the technology optimization and gradually fade away, the future is a big design that era, design category is not divided by media, it is determined by the design purpose of the era.

【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

【引证文献】