平面广告的主题分析
发布时间：2018-07-13 18:31
【摘要】： 在社会快速发展的今天,广告已成为日常生活中不可缺少的一部分。如何把平面广告设计得更容易引起注意,从而影响受众的行为,对广告主题的把握至关重要。主题是广告受众接纳的主体信息,贯穿整个广告,是主宰广告作品的灵魂,它在很大程度上决定广告作品的格调与价值。 广告主题可以从社会、心理、文化、和美等视角确立。确立和提炼广告主题时要以人类共有情感为基础,对主题内涵进行深入剖析,归纳出主题的本质特征,并演绎主题形式,提炼出主题概念。 广告主题必须与产品或服务内容相关联,两者之间的关联性越明显越好,只有这样消费者才可以充分领会到自己的利益所在;还要与消费者特别是目标消费者相关联,如果关联不够,就不可能引起消费者的共鸣,失去了广告创意的意义。广告主题的表现要借助图形符号、文字符号、色彩符号以及一定的编排方式。进行主题编码时要明确主题传送的目的,主次分明地表达主题信息;把握好受众的心理,以恰当的形式进行表达,消解主题在表达过程中的噪音,强化主题信息。 商业平面广告和公益平面广告在表现技巧、传播途径等方面存在共性。因传达内容和担当社会责任的不同在主题内容、目标群体以及社会影响等方面也有所不同。 论文采用例证法、图形分析法、实例分析等方法,对平面广告主题进行了分析,并通过具体实例详细论述了面对设计主题怎样运用所述方法着手设计。
[Abstract]:In the rapid development of society today, advertising has become an indispensable part of daily life. How to design print advertisements more easily to attract attention, thus affecting the behavior of the audience, the grasp of advertising theme is very important. The theme is the subject information accepted by the advertising audience, which runs through the whole advertisement and is the soul that dominates the advertising works. It determines to a great extent the style and value of the advertising works. Advertising themes can be established from the perspectives of society, psychology, culture, and beauty. When establishing and refining the advertising theme, we should take the common emotion of human beings as the basis, analyze the connotation of the theme deeply, sum up the essential characteristics of the theme, deduce the theme form, and refine the theme concept. Advertising themes must be linked to the content of the product or service, and the better the correlation between the two is, so that consumers can fully appreciate their interests, as well as with consumers, especially the target consumers. If the connection is not enough, it is impossible to resonate with consumers and lose the meaning of advertising creativity. Advertising theme should be expressed by graphic symbols, text symbols, color symbols and a certain arrangement. We should make clear the purpose of topic transmission, express the subject information clearly, grasp the psychology of the audience, express it in the proper form, eliminate the noise in the process of theme expression, and strengthen the theme information. Commercial print advertising and public plane advertising in performance skills, communication approaches and other aspects of the common. The content and social responsibility are different from each other in terms of theme content, target group and social impact. This paper uses the methods of illustration, graphic analysis and case analysis to analyze the theme of print advertisement, and discusses in detail how to use the method to design the theme in the face of the design.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8
本文编号：2120360
[Abstract]:In the rapid development of society today, advertising has become an indispensable part of daily life. How to design print advertisements more easily to attract attention, thus affecting the behavior of the audience, the grasp of advertising theme is very important. The theme is the subject information accepted by the advertising audience, which runs through the whole advertisement and is the soul that dominates the advertising works. It determines to a great extent the style and value of the advertising works. Advertising themes can be established from the perspectives of society, psychology, culture, and beauty. When establishing and refining the advertising theme, we should take the common emotion of human beings as the basis, analyze the connotation of the theme deeply, sum up the essential characteristics of the theme, deduce the theme form, and refine the theme concept. Advertising themes must be linked to the content of the product or service, and the better the correlation between the two is, so that consumers can fully appreciate their interests, as well as with consumers, especially the target consumers. If the connection is not enough, it is impossible to resonate with consumers and lose the meaning of advertising creativity. Advertising theme should be expressed by graphic symbols, text symbols, color symbols and a certain arrangement. We should make clear the purpose of topic transmission, express the subject information clearly, grasp the psychology of the audience, express it in the proper form, eliminate the noise in the process of theme expression, and strengthen the theme information. Commercial print advertising and public plane advertising in performance skills, communication approaches and other aspects of the common. The content and social responsibility are different from each other in terms of theme content, target group and social impact. This paper uses the methods of illustration, graphic analysis and case analysis to analyze the theme of print advertisement, and discusses in detail how to use the method to design the theme in the face of the design.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8
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