基于福文化消费心理的广告设计策略研究

发布时间：2018-03-27 10:43

本文选题：福文化　切入点：消费心理　出处：《江南大学》2010年硕士论文

【摘要】： 随着全球范围内经济、文化一体化的发展,全球化的趋势已成必然,世界各个国家、各个领域都不可避免地卷入到这一浪潮中。全球化折射到设计领域最明显的表现就是设计风格的千篇一律。如何利用传统文化为现代设计的多样化提供可能,成为当今设计从业者的一大重任。 “福文化”是中国土生土长的民俗文化,她贯穿着整个中华民族的发展史。中国人对福的渴望从远古时期到现代社会从未改变,在“福文化”的影响下,中国人表现出特殊的人生观和价值观。“福文化”对中国人有如此重要的作用,但对于“福文化”在设计领域中的应用研究却很少有人涉及。因此,本文以“福文化”为主线,选取消费心理的视角,对“福文化”消费心理下的消费诱因进行分析,通过对“福文化”在广告设计中的应用价值的研究总结出“福文化”消费心理应用于广告设计中的策略。本文通过以下四部分对基于福文化消费心理的广告设计策略进行研究。第一部分:通过对“福文化”内容的论述,将“福文化”与中国人的生活关系进行梳理,对新时代背景下的“福文化”以及外来文化对“福文化”的影响做出阐述。第二部分:分析总结出“福文化”背景下中国人消费心理特征:对长辈行为的沿袭,对传统经验的传承,对幸福潜意识的体现及对民族文化的归属。并得出诱导消费者进行消费的原因:内心的福欲望、物超所值的诱惑。第三部分:针对“福文化”的特点将“福文化”在广告设计中的表现分为显性表现和隐形表现,并对“福文化”在广告设计中的作用、价值做出界定。第四部分,通过以上三个部分的分析,从福字文字策略、福形形象策略、福俗行为策略、福愿情感策略四个方面概括“福文化”消费心理在广告设计中应用,并用大量的实例对论点进行论证,这也是本文的重点。期望本文能为“福文化”应用于广告设计提供一些有价值的参考,为中国本土化的广告设计尽一份微薄之力。
[Abstract]:With the development of global economic and cultural integration, the trend of globalization has become inevitable. All fields are inevitably involved in this wave. The most obvious manifestation of globalization reflected in the design field is the uniformity of design styles. How to make use of traditional culture to provide the possibility for the diversification of modern design, Become a major responsibility of today's design practitioners. "Fu culture" is a folk culture born and raised in China, which runs through the development history of the whole Chinese nation. The Chinese people's desire for happiness has never changed from ancient times to the modern society. Under the influence of "blessing culture", The Chinese people have a special outlook on life and values. "Fu Culture" plays such an important role in Chinese people, but there are few researches on the application of "Fu Culture" in the field of design. Therefore, this article takes "the blessing culture" as the main line, selects the consumption psychology angle of view, carries on the analysis to the "blessing culture" under the consumption psychology consumptive inducement, Based on the study of the application value of "Fu Culture" in advertising design, this paper summarizes the strategy of "Fu Culture" consumption psychology applied in advertising design. This paper studies the advertising design strategy based on "Fu Culture" consumption psychology in the following four parts. The first part: through discussing the content of "blessing culture", combing the relationship between "blessing culture" and the life of Chinese people, expounding the influence of "blessing culture" and foreign culture on "blessing culture" in the new era. The second part analyzes and summarizes the characteristics of Chinese consumer psychology under the background of "blessing culture": the inheritance of the elders' behavior, the inheritance of the traditional experience, The subconscious embodiment of happiness and the attribution of national culture, and the reasons for inducing consumers to consume: the inner desire for happiness and the temptation of value for money. The third part: according to the characteristics of "Fu Culture", the performance of "Fu Culture" in advertising design is divided into explicit expression and invisible expression, and the function and value of "Fu Culture" in advertising design are defined. The fourth part, through the analysis of the above three parts, generalizes the application of "Fu culture" consumer psychology in advertising design from four aspects: the strategy of writing, the strategy of image, the strategy of behavior and the strategy of emotion. And with a large number of examples to demonstrate the argument, this is also the focus of this paper. It is hoped that this paper can provide some valuable reference for the application of "Fu Culture" in advertising design, and make a modest contribution to the localization of advertising design in China.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

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