人性化—商业平面广告的拓展空间

发布时间：2018-04-21 17:19

本文选题：平面广告 + 人性化　；参考：《山西大学》2003年硕士论文

【摘要】： 商业平面广告是现代设计的重要组成部分，它推动经济发展，丰富文化生活，增强国际交流，，并与消费者的生活紧密相联。因此说商业平面广告潜在地设计消费大众的生活方式，影响人们的消费观念，从而对人的价值观念、生活态度、文化样态形成一定的影响。然而，由于对商业利润的过度追求和对广告受众全面性的忽视，市面上产生了大量虚假、平庸、丑陋、无用的商业平面广告，从而形成“信息污染”、“物质崇拜”、“资源浪费”等一系列负面影响。随着社会的发展和人类对自我失误行为的全面审视，人们的消费意识较以前有了较大的提高；设计的重点也将由一开始的“物质欲望”向“交流欲望”转变，对人性的关注成为未来设计的趋势。在未来社会，商业平面广告不再是生产的奴隶，而是成为能够引导消费者正确消费的重要途径。善意的关怀和科学的探索是人性化设计的必要条件，它包括对弱势人群和人类生存环境的关怀，通过科学的分析、研究、沟通人类潜意识中的情感，使之交流融合，全面反映消费者的人性需求。从而正确引导大众消费，提升社会意识，提高审美情趣。本文针对商业平面广告的特点及现状，提出未来商业平面广告人性化设计的必然，并全面阐述了人性化设计的历史、目的及内容。同时，针对中国特殊的商品文化现状和优秀的传统文化提出适合中国国情的人性化设计之方法。
[Abstract]:Commercial print advertising is an important part of modern design. It promotes economic development, enriches cultural life, strengthens international communication, and is closely related to consumer life. Therefore, it is said that the commercial print advertisement has a certain influence on people's values, attitudes and cultural patterns by designing the way of life of the consumer and influencing people's concept of consumption. However, due to the excessive pursuit of commercial profits and the complete neglect of the advertising audience, a large number of false, mediocre, ugly and useless commercial print advertisements have been produced in the market, thus forming "information pollution" and "material worship". "waste of resources" and a series of negative effects. With the development of society and the comprehensive examination of self-fault behavior, people's consumption consciousness has been greatly improved, and the emphasis of design will change from "material desire" to "communication desire". Attention to human nature has become the trend of future design. In the future, commercial print advertising is no longer a slave of production, but an important way to guide consumers to consume correctly. Benevolent care and scientific exploration are necessary conditions for humanized design. They include caring for the disadvantaged people and the living environment of human beings. Through scientific analysis, research, communication and integration of human subconscious emotions, Fully reflect the human needs of consumers. In order to correctly guide the public consumption, enhance social awareness, improve aesthetic interest. According to the characteristics and present situation of commercial print advertisement, this paper puts forward the necessity of humanized design of future commercial plane advertisement, and expounds the history, purpose and content of humanized design. At the same time, according to Chinese special commodity culture present situation and outstanding traditional culture, the humanized design method suitable for China's national conditions is put forward.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2003
【分类号】：J524

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