现代商业广告中的情感表现研究

发布时间：2018-06-30 03:11

本文选题：传播效果 + 广告效果的灵魂　；参考：《湖南师范大学》2004年硕士论文

【摘要】：设计是一门实践性很强的学科，设计学科在我国还是一个薄弱环节，而设计师们设计的作品更多的是注重设计产品的结构，材料等实用价值，较少的设计从人文精神、人性、情感等方面来表现。本课题的研究，尤其在现代商业社会对设计思维的纵横深入，对设计以人为本、感染人、情感需求，从而使设计产品(作品)与广大受众的思想(也就是消费者)产生共鸣。设计师们在产品设计活动中将人性的设计思想进行实践，一方面表现在商品广告中，另一方面设计师在商业广告中将人性情感融于商品广告设计理念中，在电视广告方面(儿童产品、女性产品、生活用品等生活领域用人性情感的角度来表达的较多)。而在现代商业广告中情感表现是，设计师从研究商品的特点和消费者的心理出发，运用幽默、趣味、夸张、抒情等创作手法进行广告设计，，寻求最能够引发消费者情感共鸣的触发点，从而促使消费者在动情之中接受广告。然而是不是所有的情感表现都能获得正面的效果呢?回答是否定的!本文企图通过对现代商业广告中情感表现的形成、类型、特点、表现手法、传播以及它的正负效应等多方面的分析，提出一些见解，使其对商业广告中的情感表现起到某些指导作用，也由此拓展情感表现在商业广告中的运用。
[Abstract]:The design is a very practical subject , the design subject is still a weak link in our country , and the designers design the work more to focus on the design product structure , material and other practical value , less design from the humanities spirit , human nature , emotion and so on . The research of this topic , especially in the modern business society to the design thinking aspect in - depth , to design the people - oriented , the infected person , the emotional need , thus make the design product ( work ) resonate with the thought of the broad audience ( also the consumer ) .

The designers practice the design idea of human nature in the product design activities , on the one hand , in the commercial advertisement , on the other hand , the designer combines the human emotion into the commodity advertising design concept in the commercial advertisement , and expresses more in the aspects of television advertising ( such as children ' s products , female products , daily necessities , etc . ) .

In the modern commercial advertisement , the emotion expression is that the designer uses humor , interest , exaggeration , lyrical and other creative techniques to design the advertising design from the characteristics of the research commodity and the psychology of the consumer , and seeks the trigger point that can trigger the consumer ' s emotional resonance , so as to prompt the consumer to accept the advertisement in the emotion .
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：F713.8

【引证文献】