“第一视角”在现代广告中的创意方法研究

发布时间：2018-04-03 07:51

本文选题：视觉　切入点：第一视角　出处：《广西艺术学院》2011年硕士论文

【摘要】：20世纪80年代以来,广告以越来越多的样式呈现在我们面前——意识流、后现代、怪诞主义,这些光怪陆离的名词把原本单纯的广告创作变得复杂高深了起来。“第一视角”广告在这样一个大环境中应运而生,它的出现让受众的感官有了全新的体验,其在一定程度上丰富了小数艺术的表达方式,广告创作者的叙述方法更加随意、自由,它以表面的乖张、无序挑战呆板的表达模式,并且取得了良好的艺术效果,获得受众的认可。本文试图就视觉功能性特征入手,从“第一视角”创意策略方面结合生命美学哲学理论,对以“第一视角”为着眼点的现代广告创意策略所特有的表现形态、相应的跳跃性思考方法及在生命美学上带来的思考进行较为深入的剖析。全文共分五个部分。第一部分从视觉和知觉的角度对“第一视角”进行基本阐释。本文从视觉功能性特征入手,对视觉的自然属性的认识上升到视觉具有能动性的更深层次的理解,认识到视觉完完全全是一种积极的能动活动。结合鲁道夫·阿恩海姆对“思维”的认识理论,我们可以得知视觉和思维两者相互作用,我们的思想总是对我们看到的东西施加影响,而看到的东西又会反过来对思维发生作用。并结合认知语法、认知语言学等理论对现代广告中的“第一视角”进行界定。第二部分重点介绍了“第一视角”广告创意策略的广告心理及生命美学意义。介绍了勒韦兹和斯坦纳模式对消费者广告心理的反应和马斯洛需要层次理论的内容及一些工具性的概念,并指出其理论在“第一视角”广告中的联系。肯定了“第一视角”广告的生命美学意义,通过对广告的艺术美,生命的美学等美学概念的理解,从第一视角创意策略方面结合生命美学哲学理论,结合具体实例总结了“第一视角”广告的生命美学意义。第三部分结合具体实例研究了“第一视角”广告创意策略在现代广告中的形态表现,结合具体实例总结出主体式场景镜头,肢体认同,目光的直视和超现实主义与视觉象征四种形态表现方法。对以“第一视角”为着眼点的现代广告创意策略所特有的表现形态、相应的跳跃性思考方法及在生命美学上带来的思考进行较为深入的剖析。第四部分根据对现代广告中的“第一视角”创意策略的理论方面的研究,在毕业创作实践中对“第一视角”广告创意策略进行应用,对在毕业创作实践中的创作思路,实践表现,实践感受等方面均进行了相关陈述。第五部分通过对现代广告中的“第一视角”创意策略的理论和实践的两方面的研究,结合具体实例对比分析总结出六种“第一视角”形态语言在现代广告中的创意方法:“第一视角”中的直接展示,“第一视角”中的合理夸张,“第一视角”中的安排悬念,“第一视角”中的以小见大,“第一视角”中的借用比喻,“第一视角”中的环境媒体。
[Abstract]:Since 1980s, more and more advertising style show in front of us, stream of consciousness, postmodern, grotesque, these nouns to the lustrous and dazzling advertisements become complicated up. "The first perspective" advertising came into being in such an environment, it makes the audience senses a new experience, enrich the art of the decimal expression to a certain extent, the method of advertising creators more casual, free, it to the surface of the perverse, disorderly challenge the expression pattern of rigid, and achieved good artistic effect, recognized by the audience. This paper attempts to visual functional characteristics, combined with the aesthetics of life philosophy the theory from the first view of creative strategies, forms in modern advertising creative strategy first view "as the focus of the corresponding The leaping thinking method and the thinking of life aesthetics are deeply analyzed. The full text is divided into five parts.
The first part of the vision and perception from the perspective of the "first view". This article from the basic interpretation of the visual functional characteristics, a deeper understanding of the nature of visual visual with the initiative to rise to realize visual, is completely a positive initiative. With Rudolf Arnheim on the "thinking" understanding in theory, we can see the interaction between vision and thinking, our thinking always influence what we see, and see what would happen in turn effect on thinking. Combining cognitive grammar, cognitive linguistics theory of modern advertising in the "first view" was defined.
The second part focuses on the "advertising psychology and aesthetic significance of life from the perspective of the first" creative advertising strategy. It introduces the reaction and Maslow Le Weisz and Steiner model on consumer psychological needs hierarchy theory and the contents of some of the tools of the concept, and points out the theory of the "first view" advertising links. Certainly "the first perspective" advertising aesthetic significance of life, the beauty of art of advertising, life aesthetics, aesthetic concepts, combined with the aesthetic philosophy of life from the first view of creative strategy, combined with the specific example summed up the "first view" advertising aesthetic significance of life.
Form specific examples of the third part of the "first view" advertising creative strategy in modern advertising, with specific examples summarize the main lens type scenario, limb identity, sight and ultra realistic four forms of formalism and visual symbol. The "modern advertising creative strategy first view" as the focus of specific manifestations, jump thinking methods and corresponding thoughts in life aesthetics on a more in-depth analysis.
The fourth part according to the research of modern advertising in the first view of the theory of creative strategies, the application of the "first view" advertising creative strategy in the graduation practice. The practice of creative thinking, creative practice in the graduation performance, practical experience and so the statements are made.
The fifth part through the research on the two aspects of theory and practice of modern advertising in the first view of the creative strategy, combined with the analysis of specific examples to compare and summarize six kinds of creative methods first view form language in modern advertisement: "direct view first" in the show, "the first in the rational perspective" literally, the "first view" in the arrangement of suspense, "first view" in the "first view" the child is father of the man, the metaphor, the "first view" in the media environment.

【学位授予单位】：广西艺术学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3

【共引文献】