广告视觉语言特征对受众心理影响的探讨

发布时间：2018-06-16 05:49

本文选题：广告 + 视觉语言　；参考：《湖北工业大学》2012年硕士论文

【摘要】：视觉语言在所有感觉中是非常独特而且重要的部分。在很短的几年内，广告视觉语言已从模拟技术跨越到了数字年代，科学技术的发展给人们的生活、工作等环境带来了巨大的变化。因此而给广告业创造了更大的发展空间。根据受众的需求，新媒体不断涌现，广告视觉语言无孔不入，各种广告填满了人们眼球。所有的视觉广告都将是眼球经济的一部分，从户外的、平面的到视频的、网络的，都是随着科学技术发展应运而生。不过在众多的媒体种类中，存在了千百年的传统形式，如何在我们这个时代打上新时代的文化烙印，不断创新，获得受众的认可，不被人们的眼球所厌恶，是我们研究高度关注的。论文大体分为七部分内容：第一部分绪论，简要陈述本课题的研究背景及现实意义，研究的切入点，方法和途径；第二部分在对广告视觉语言的特征进行分析，探讨了广告视觉语言与非常规视觉语言特征；第三部分从传播机制分析受众心理的影响；第四部分结合马斯洛的需求理论来分析受众的心理影响；第五部分从认知过程分析受众心理的影响；第六部分非常规视觉语言对受众认同的影响；最后是全文的总结。本文研究的初衷主要是想就广告视觉语言特征对受众心理影响进行一下深入的探讨，力图在以下方面获得一些创新性的成果：第一，梳理广告视觉语言的基本语汇、语法修辞和语义表达所表现的广告视觉传达的易读性、生动性和指代性等理性特征。第二，探索了广告非常规视觉语言的另类、歧义和混搭等所表现的广告视觉传达的新奇性、解构性和活泼性等非理性特征。第三，，着重探索了非常规视觉语言对受众认同的影响，比如格式塔心理学的视觉巧慧对受众的吸引，后现代主义文化思潮尤其是波普、朋克、涂鸦和解构等表现风格对广告视觉语言的冲击以及更加关注人性化的情趣等。通过以上研究，我发现常规视觉语言风格虽然给人们视觉交流带来一些便利，但是以牺牲很多情感的常规视觉语言标准正在受到质疑。社会发展到物质极大丰富，需求的多元化选择也带来更加海量信息的变革时期，人们对常规的广告视觉语言很容易产生审美疲劳。因此，从开始反叛单一的视觉元素，到追求更多的刺激、新颖和人性化关怀，尤其是主张更加个性化的风格以后，非常规视觉语言正在越来越多地渗入到广告设计的领域。正如阿历克斯·伍·怀特在《平面设计原理》中所说：“海报必须要做好引人注目，吸引你的注意力，直到你能理解信息的含义。而且要按照以上的顺序，先吸引人，然后注目，理解。”人的视觉选择通常是积极的，而不是被动的行为。因此，广告设计的视觉语言一定要根据企业营销战略思想和具体的广告策略，将广告创意按照符合大众审美习惯和标准进行符号化组合编排，通过视觉画面和文字表达等设计要素，创造出具有沟通感染力作品。
[Abstract]:Visual language is a very unique and important part of all feelings. In a very short few years, the visual language of advertising has crossed from analog technology to the digital age. The development of science and technology has brought great changes to people's life, work and other environment. Therefore, the advertising industry has created a greater space for development. Demand, new media continue to emerge, advertising visual language is pervasive, all kinds of advertisements fill people's eyes. All visual ads will be part of the eye economy, from outdoor, flat to video, network, with the development of science and technology. No more than a thousand media types, there are thousands of years of tradition Form, in our time, how to make a new era of cultural brand, continuous innovation, recognition of the audience, not disliked by the eye of the people, is our high concern.
The thesis is divided into seven parts: the first part is the introduction, which briefly states the research background and practical significance of the subject, the breakthrough point, the method and the way of the research; the second part analyses the characteristics of the visual language of advertising, discusses the features of the visual language of advertising and the unconventional visual language, and the third part analyses the mechanism of communication from the communication mechanism. The influence of the public psychology; the fourth part combines Maslow's demand theory to analyze the psychological influence of the audience; the fifth part analyses the influence of the audience's psychology from the cognitive process; the sixth part of the unconventional visual language affects the audience's identity; finally, it is the summary of the full text.
The main purpose of this study is to explore the psychological influence of the visual language of advertising on the psychological impact of the audience, trying to obtain some innovative results in the following aspects: first, to comb the basic vocabulary of the visual language of advertising, the readability, vividness and reference of the visual communication expressed by the grammatical rhetoric and the semantic expression. Second, exploring the novelty, deconstruction and vivacity of the unconventional visual language of advertising, ambiguity and mixing, and other irrational features such as deconstruction and liveliness. Third, the influence of the unconventional visual language on the audience's identity is explored, which is more attractive than the visual wisdom of Gestalt psychology to the audience. The postmodernist cultural trend of thought is especially the impact of the expressive styles of pop, punk, graffiti and Deconstruction on the visual language of advertising and more attention to human nature.
Through the above research, I find that although the conventional visual language style brings some convenience to people's visual communication, the standard of conventional visual language is being questioned at the expense of many emotions. Aesthetical language is easy to produce aesthetic fatigue. So, from starting to rebel against a single visual element, to pursue more stimuli, novelty and humanized care, especially in a more individualized style, unconventional visual language is increasingly infiltrating into the field of advertising design. As Alex U White is in "graphic design" "The poster must be compelling and attract your attention until you can understand the meaning of the information. And in the above order, attract, then look, understand." the visual choice of a person is usually positive, not passive. Therefore, the visual language of advertising design must be based on business camp. Marketing strategy ideas and specific advertising strategies, advertising creativity according to the popular aesthetic habits and standards for symbolic combination and arrangement, through the visual picture and text expression and other design elements to create a communication of infectious works.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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