人以群分，“它”以类聚—探究现代广告设计的分类

发布时间：2018-05-07 20:33

本文选题：现代广告设计 + 分类　；参考：《天津科技大学》2013年硕士论文

【摘要】：广告设计作品是设计师在创意过程中,通过对生活进行观察、体验、分析,并对素材进行选择、提炼、加工,最终形成完整的艺术形象的艺术创作活动和创新思维过程。同时整个广告创意是通过一定的广告形式来表现的。广告创意的首要任务是吸引注意,不能吸引消费者的广告创意,肯定是一个失败的广告创意。人类处于知识经济时代,作为现代城市的一份子,毋庸置疑,广告无时无刻都萦绕在我们身边,是种精神折磨,强制性的挤入视线,使越来越多的人对广告产生仇视心理,逃脱填鸭式的垃圾广告成为人们的愿望,所以寻找新的创意源泉,突破现有的表现形式,或是从一个全新的角度重新审视我们的现代广告设计,成为解救广告市场的关键。如今的广告设计类型十分广泛,有微创意、微电影、有app创意、甚至恶搞创意,整个社会进入了泛创意时代。“酒香不怕巷子深”的时代已经过去,现代的社会离不开广告。广告设计是情感与理性的共同体。情感往往被认为是热情的、动物性的和非理性的组合体,而理性则是冷静的、逻辑推理产生的。在一个注重文明教养的社会中情感、情绪总是与之格格不入。它是我们动物起源的遗留物,但作为人类的我们必须学会怎样驾驭它,至少这样被认为是合乎情理的明智的选择。如果简单的将其二者分割开来,那简直太荒谬了!情感乃是理智不可分割的一部分,我们所做的每件事情都受到情感的影响,尽管很多时候是潜意识的。与此同时我们的的情感会改变我们的思考方式也会指引着我们做出恰当的言谈举止,引导着我们趋利避害。理性的认知负责诠释和理解你周围的事物,而情绪则让你对此快速的做出判断。在人类进化史和大脑信息处理过程中,意识总是出现的比较晚,情感系统和理性系统都是信息处理系统,只是功能各异罢了。通常在你对某种事物做出理性的评估之前,情感已经先行一步。人类的大脑功能之一就是创造希望、梦想未来在人类展开创造性思维之时也释放了情感,同时反过来改变了他们自己。创意是内容,表现是形式,是广告关于“说什么”和“怎么说”的问题。广告创意没有定则,广告形式亦无定法。它的分类更是多种多样,目前业界还没有统一的标准定义。在结合媒体形态和表现范围等因素的前提下,笔者为了表现广告创意的广度和深度,提高广告创意的注意力、表现力和说服力,在遵循内容与形式的共生关系的基础上,按照一定的形式美的法则,和情感因素,将其现代广告创意分类进行研究归纳,目的在于借鉴和提高,为我们的广告创意表现寻找更合适的形式。以情感为突破口,以中国文化背景为依托,对广告设计的类型展开探讨将其归类为四部分：含蓄、艳俗、矫性、变态四大类。
[Abstract]:Advertising design works are the creative activities and creative thinking process in which the designers observe, experience, analyze, select, refine, process and finally form a complete artistic image in the creative process. At the same time, the whole advertising ideas are expressed through a certain form of advertising. The first task of advertising creativity is to attract attention. Human being is in the era of knowledge economy, as a part of modern city, there is no doubt that advertising haunts us all the time. It is a kind of mental torture and compulsive crowding into sight, which makes more and more people hate advertising. It is people's wish to escape the cramming of junk advertising, so finding new creative sources, breaking through the existing forms of expression, or re-examining our modern advertising design from a new perspective has become the key to save the advertising market. Today's advertising design types are very wide, there are micro-creativity, micro-film, app creative, even spoof ideas, the whole society has entered a pan-creative era. The age of "wine fragrance is not afraid of deep alleys" has passed, and modern society cannot do without advertising. Advertising design is a community of emotion and reason. Emotion is often regarded as a combination of passion, animality and irrationality, while reason is calm and logical. In a civilized society, emotion is always out of step with it. It is a relic of the origins of our animals, but as humans we must learn how to control it, at least it is considered a sensible choice. It would be ridiculous to simply separate the two. Emotion is an integral part of reason, and everything we do is influenced by it, even though it is often subconscious. At the same time, our emotions will change the way we think and guide us to behave properly, and guide us to gain and avoid harm. Rational cognition is responsible for interpreting and understanding the things around you, and emotion allows you to make quick judgments about it. In the history of human evolution and the process of information processing in the brain, consciousness always appears late. Emotional system and rational system are information processing systems, but their functions are different. Usually, before you make a rational assessment of something, emotion is a step ahead. One of the functions of the human brain is to create hope, and dreams of the future unleash emotions as humans unfold creative thinking, and in turn change themselves. Creativity is content, expression is form, advertising about "say" and "how to say" the question. There are no rules for advertising creativity and no rules for advertising form. Its classification is more diverse, at present there is no uniform standard definition in the industry. On the premise of combining the media form and the scope of expression, the author, in order to express the breadth and depth of advertising creativity, improve the attention, expressiveness and persuasion of the advertising creativity, follow the symbiotic relationship between content and form, on the basis of following the symbiotic relationship between content and form. According to the rules of formal beauty and emotional factors, the modern advertising creative classification is studied and summarized in order to find a more suitable form for our advertising creative performance. With emotion as the breakthrough point and Chinese cultural background as the basis, this paper discusses the types of advertising design and classifies it into four categories: implicature, vulgarity, correction and metamorphosis.
【学位授予单位】：天津科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

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