论广告创意设计的文化内涵

发布时间：2018-06-10 11:48

本文选题：广告创意设计 + 文化内涵　；参考：《湖北大学学报(哲学社会科学版)》2002年04期

【摘要】：广告创意设计的本质,不只是推销商品,而是寻求物性商品与人性情感之间的关联点,寻求物性商品本身的文化潜在性,诱导消费者潜在的文化需求,赋予物性商品以文化品格,进而表现创意设计者的文化风度。物性商品文化,就在于使抽象的物质创造与个人的精神生活发生亲密关联,从而使“技术的物质奇迹和人性的需要平衡起来”。
[Abstract]:The essence of advertising creative design is not only to promote goods, but also to seek the connection point between material goods and human feelings, to seek the cultural potential of material goods themselves, and to induce consumers' potential cultural needs. Give material goods with cultural character, and then express the cultural demeanour of creative designers. Material commodity culture is to make abstract material creation closely related to individual's spiritual life, and thus "balance the material miracle of technology with the need of human nature".
【作者单位】：湖北大学人文学院
【分类号】：J527

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