比较不同媒体广告的审美表现

发布时间：2018-06-13 06:18

本文选题：媒体 + 广告创意　；参考：《山东大学》2005年硕士论文

【摘要】：本文试图把广告传播现象纳入到审美视野中进行考察,并从受众的心理需求层次来对现有信息传播媒体广告的表现手段进行分析,用案例说明的方法来阐明广告与审美的关系,并指出各媒体广告之间存在的审美差异。不同的媒体凭借自身的媒体优势,针对其目标受众,利用不同的传播手段和方法,创造出美的广告形象,带领人们融入美的意境,从而满足受众不同层面的需求。导论:广告作为有偿的、有组织的信息传播活动在现实生活中,已经成为人们获取信息、了解市场、学习知识、丰富生活的一种重要渠道。同时,广告也是一种劝服的艺术,不断地向社会传播着一定的美学观念,从而潜移默化的影响着人们的价值观念和生活方式。第一章:广告创作者借助于图像、文字、声音等媒体传播手段,并寻找受众的生活需要、情感体验、经验感受等方面的契合点,塑造出真实而艺术的广告形象,满足受众不同层次的需求,让其在生活无缺的同时,感受美的意境。第二章:比较印刷、广播、电视、户外及其它一些媒体因采用不同的媒体传播手段而产生的审美表现的差异,概括指出不同的媒体形式,不同的媒体内容面对的受众层的较大区别性。第三章:详细分析以报纸、杂志为代表的印刷媒体的信息量大、读者的对位性强、比较偏向理性的媒体特征,论述印刷媒体通过运用抽象的文字和具象的图片所形成的广告语言,给受众以视觉上的冲击,感受其更具理性美的广告意境。第四章:广播因其快捷、富有想象力和情绪感染力的媒体特征,而拉进了与受众之间的距离,使人们在获得美妙的听觉感受的同时,产生愉悦的心理体验,从而全面感知广播广告所营造的美的氛围。第五章:电视媒体的演示性、娱乐性、信息丰富性和家庭参与性等特点,使得电视广告的形象更具感性化色彩,能够引起受众情感上的共鸣,产生强烈而深山东大学.士学位论文 .............曰.............................. 刻的印象。并且电视还可以采用多种技法再现或表现现实生活及想象中的某些场景,使得商品信息在传播过程中具有艺术美的色彩。第六章:户外广告比其它媒体的广告更贴近人们的生活,它以其简洁的语言, 富有质感的画面,奇特的形式向受众传递着信息,装点着人们的环境,使人们在接受信息的同时,得到美的享受. 结语:网络等新兴广告媒体以双向沟通的传播方式,改变了传统广告中“推. 的传播方式,使受众不再被动的接受,而且网络因其具有的多媒体功能,给予广告创意以更加自由广阔的空间,使得广告的艺术表现更加丰宫,也更趋个性化。另外,广告作为反映社会意识形态的工具之一,也随着时代的演进而改变, 其审美观念、创意思维模式、艺术表现形式也会随之发生或多或少的变化. 关健词:媒体广告创惫传播效果审美表现
[Abstract]:This article tries to examine the phenomenon of advertising communication into the aesthetic field of view, and analyzes the expression means of the existing information media advertising from the level of the psychological needs of the audience, illustrates the relationship between advertising and aesthetics with the method of case description, and points out the aesthetic differences between the various media advertisements. Its own media advantages, aiming at its target audience, using different means and methods of communication to create a beautiful image of advertising, lead people into the artistic conception of the United States, so as to meet the needs of different levels of the audience.
Introduction: advertising, as a paid, organized information dissemination activity in real life, has become an important channel for people to obtain information, understand the market, learn knowledge, and enrich life. At the same time, advertising is also a kind of persuasive art that constantly disseminates some aesthetic ideas to the society, thus imperceptibly affecting people. Values and ways of life.
The first chapter: the advertisement creator uses the means of media communication, such as image, text, sound and so on, and looks for the agreement point of the audience's life needs, emotional experience, experience experience and so on. It creates a true and artistic advertisement image to meet the needs of different levels of the audience, and let it feel the artistic conception of beauty at the same time.
The second chapter: compare the differences in the aesthetic performance of printing, broadcasting, television, outdoor and other media, which are produced by the use of different media means, and summarize the different media forms, the different media content of the audience.
The third chapter: the detailed analysis of the print media, represented by newspapers and magazines, has a large amount of information, the readership has a strong counterpart and a more rational media feature. It discusses the advertising language formed by the use of abstract words and figurative pictures to give the audience a visual impact and feel the more rational beauty of advertising.
The fourth chapter: broadcast because of its fast, imaginative and emotional media characteristics, and to pull into the distance between the audience, so that people get a wonderful sense of hearing, while creating a pleasant psychological experience, so as to fully perceive the beauty of the atmosphere created by the broadcast advertising.
The fifth chapter: the characteristics of the demonstrative, entertaining, informative and family participation of television media makes the image of TV advertising more emotional, and can arouse emotional resonance of the audience and produce a strong and deep depth.
Shandong University. Theses of a scholar's degree
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The television can also use various techniques to recreate or represent certain fields of real life and imagination.
Scenery makes commodity information colorful in the process of dissemination.
The sixth chapter: outdoor advertising is closer to people's lives than other media advertisements.
The picture of the rich texture, the peculiar form conveys information to the audience, decorates the environment of people, and causes people to be in.
Receive the information and enjoy the beauty.
Conclusion: the emerging advertising media such as the Internet have changed the traditional advertisement in the way of two-way communication.
The way of communication can make the audience no longer passively accepted, and the network is widely used for its multimedia functions.
The idea is to create more free and extensive space, and make the advertising art more prosperous and personalized.
In addition, advertising, as a tool to reflect social ideology, has changed with the evolution of the times.
Its aesthetic concept, creative thinking mode and artistic form will also change more or less.
Guan Jian's words: the aesthetic expression of media advertisement creation effect
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：G206.3

【共引文献】