广告意象体系研究

发布时间：2018-06-11 21:37

本文选题：广告意象 + 形　；参考：《苏州大学》2009年硕士论文

【摘要】： 广告意象已经成为现代广告创意所着力寻找和营造的目标,成为广告艺术的一种追求,而意象思维又必将促发创意灵感,发展和完善广告表现力。因此,本文以广告意象为研究对象,阐述其形、意构成及建构方法。文章从意象理论角度,做广告创意的发生和传播研究,兼容西方视觉美学的某些基本法则和形式内涵,对广告中产生的创意现象和阅读心理进行文化解读。将广告意象分析整体化、系统化,加之一系列的延伸思考,目的在于探讨如何使广告创意有效地作用于消费,发挥广告的力量,更好地实现广告的促销功能。文章不仅逐一展现和分析了广告意象的建构要素,而且结合广告传播的内容和过程,以及传播效果这一主线,将广告中的艺术符号还原和概括为一个体系。从意象选取、创作以及接受等方面入手,探讨和论述广告意象的构建策略。最后,认识和指出广告意象体系的开放性问题,将有助于将广告意象的相关研究向更深领域拓展。
[Abstract]:Advertising image has become the goal of modern advertising creativity to seek and build, and become a pursuit of advertising art, and image thinking will promote creative inspiration, development and improvement of advertising performance. Therefore, this article takes the advertisement image as the research object, elaborates its form, the meaning constitution and the construction method. From the perspective of image theory, this paper studies the occurrence and dissemination of advertising creativity, which is compatible with some basic rules and formal connotations of western visual aesthetics, and carries out cultural interpretation of creative phenomena and reading psychology in advertising. The analysis of advertising image is integrated and systematized, together with a series of extended thinking. The purpose of this paper is to explore how to make advertising creativity work effectively on consumption and give play to the power of advertising. The article not only shows and analyzes the elements of advertising image construction, but also combines the content and process of advertising communication, as well as the main line of communication effect. Restores and generalizes the artistic symbols in advertising into a system. From the aspects of image selection, creation and acceptance, this paper discusses the construction strategy of advertising image. Finally, understanding and pointing out the open problem of advertising image system will help to expand the research of advertising image to a deeper field.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

【引证文献】