广告语言的美学效果对受众广告审美趋向的影响

发布时间：2018-06-19 18:53

  本文选题：广告 + 广告语言　； 参考：《四川师范大学》2010年硕士论文

【摘要】： 广告是一门由多方面专门学科构成的大学科,除了广告学外还要有美学、传播学、广告心理学、市场营销学、文学等多种学科的配合。现代广告依靠现代科技所做出来的美学效果,不论是在画面上还是在音响上都远远超越了过去。现代的媒体兼有视听两方面的优势,因此对艺术手段的运用可以说是非常深入的,几乎跨越了所有艺术形式并将它们有机的加以组合,创造出优美的意境,比如以绘画、音乐、语言,诗歌、绘画、音乐,戏剧、舞蹈、绘画等组合形式在美学上达到了意想不到的美学效果,从而为受众更好的理解广告、接受广告起到了积极的作用。这些画面上和音响上的效果,其特征也十分鲜明,但这些几乎都没离开过广告语言的配合。 “广告”一词源于拉丁adverture,意思是“唤起大众对某种事物的注意,同时诱导于一定方向所使用的手段”。一般人所认为的广告就是营利性广告,指为了推销商品和劳务,以获取利益为目的而进行的广告活动。尽管在很多人在概念上并没有把广告的广义和狭义进行明显的区别,他们认为广告的目的都是为了最大限度的引起受众的注意,并让受众在潜意识里留下深刻的记忆,有很多广告在创作时就是为了能引起受众的注意。然而无论哪种广告都是有某种情感诉求的,就广告而言真正无声的广告近乎是没有的,因为语言在广告中是一种商品走进受众潜意识最好工具。
[Abstract]:Advertising is a major subject composed of many specialties, which includes aesthetics, communication, advertising psychology, marketing, literature and so on. Modern advertising relies on modern technology to produce aesthetic effects, both in the picture and sound far beyond the past. The modern media have the advantages of both audiovisual and audiovisual aspects, so the use of artistic means can be said to be very deep, crossing almost all art forms and organically combining them to create beautiful artistic conception, such as painting and music. The combination of language, poetry, painting, music, drama, dance, painting and so on has achieved the unexpected aesthetic effect in aesthetics, thus has played a positive role for the audience to understand the advertisement better and accept the advertisement. These pictures and sound effects, its characteristics are very clear, but these almost never leave the advertising language. "Advertising" comes from Latin adverture.It means "a means of arousing attention to something and inducing it in a certain direction." Advertising is generally regarded as for-profit advertising, which refers to advertising activities for the purpose of promoting goods and services for profit. Although many people do not make a clear distinction between the broad sense and narrow sense of advertising in concept, they think that the purpose of advertising is to maximize the attention of the audience and to leave deep memories in the subconscious mind of the audience. There are many advertisements created in order to attract the attention of the audience. However, no matter which kind of advertisement has some kind of emotional appeal, there is almost no real silent advertisement in advertising, because language is the best tool for a commodity to enter the subconscious mind of the audience in the advertisement.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

【引证文献】

中国期刊全文数据库 前2条

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2 刘荣;李武武;缪爱飞;;旅游营销口号评价指标的相关研究综述[J];市场周刊(理论研究);2013年01期

中国硕士学位论文全文数据库 前2条

1 谢晓丽;媒体伦理失范及对策研究[D];武汉科技大学;2012年

2 刘荣;基于AIDMA模型的城市旅游营销口号评价要素研究[D];江南大学;2013年

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本文编号：2040915