广告创意“非常态”思维研究
发布时间：2018-08-06 11:31
【摘要】： 广告是个讲求创意的活动,一件广告作品能否引起注意,要看创意是否符合甚至超前于社会趋势和潮流,由此可知创意对广告人来说是相当重要。本研究立足于广告创意的思考方法,并将现有广告设计思维方式加以整理分析。从德国著名哲学与美学家阿多诺(T.W.Adorno)的非同一性(non-indetity)思维来理解“非常态意识”。并且由比利时著名画家马格利特(Magritte Rene)的作品得到“非常态概念”的启发。依此概括分析非常态创意思维极其在教学中的运用。再对广告创意的表现载体即图形进行非常态角度的探索研究,将其分为非常态自然图形和非常态人工图形进行分析。努力将构成广告创意的基本元素以非常态角度加以解读。 非常态思考方法的特点是先将相关主题不予理会,从无关系的事物出发,并做不同领域事物的联想,再将有关此事物的各要素与特征罗列并与主题连结,形成从扩散性思考到聚敛性思考,从酝酿各种解决问题的方法再到选择解决问题的方案,而设计的创意往往就在此时产生。因此,本研究不拘泥于简单的广告叙述和孤立构想,而是对所构思的广告作相关性联结思考,从而推衍出非常态创意法的实行步骤。将“非常态思维”应用于广告创意激发的效益及其适用性进行了探讨。 本研究运用实际案例来验证非常态创意思考方法对广告创意激发的影响,寻求非常态创意法对设计创意激发的成效性,观察从设计思维到成果的呈现,以确立非常态创意法在广告创意激发之可行性及重要性。最后透视非常态视野下的广告创意。对此,本研究的自我期许为:让意识思考、概念颠覆、创意思维、广告创作,能为广告设计师开拓一片新的视野,并在现代世界中走出一条较独特的道路。
[Abstract]:Advertising is a creative activity, whether a piece of advertising work can attract attention, depends on whether the creativity is in line with or even ahead of social trends and trends, so creativity is very important to advertisers. This research is based on the thinking method of advertising creativity, and analyzes the existing thinking mode of advertising design. "abnormal consciousness" is understood from the non-indetity thinking of T.W.Adorno, a famous German philosophy and esthetician. It was inspired by the work of the famous Belgian painter Magritt (Magritte Rene). According to this general analysis of abnormal creative thinking and its application in teaching. Then, the paper explores and studies the expression carrier of advertising creativity, I. e., figure, and divides it into abnormal natural figure and abnormal artificial figure. Strive to constitute the basic elements of advertising creativity in an abnormal perspective to interpret. The characteristic of the abnormal thinking method is to ignore the relevant subject first, to start from the unrelated things, and to associate things in different fields, and then to list the elements and characteristics of the matter and link it to the subject. From diffusive thinking to convergent thinking, from brewing all kinds of problem-solving methods to choosing problem-solving schemes, the creative design often comes into being at this time. Therefore, this study is not confined to simple advertising narration and isolated ideas, but to the related thinking of the conceived advertising, thus deducing the implementation steps of the unusual creative method. This paper discusses the application of "abnormal thinking" to the benefit and applicability of advertising creative stimulation. This study uses practical cases to verify the impact of abnormal creative thinking methods on advertising creativity, to find out the effectiveness of abnormal creative methods to stimulate design creativity, and to observe the presentation from design thinking to results. In order to establish the unusual creative method in advertising creative stimulation feasibility and importance. Finally, the perspective of the abnormal perspective of advertising creativity. In view of this, the self-expectation of this study is: let consciousness thinking, concept subversion, creative thinking, advertising creation, can open up a new field of vision for advertising designers, and walk out a more unique road in the modern world.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J524.2
本文编号：2167605
[Abstract]:Advertising is a creative activity, whether a piece of advertising work can attract attention, depends on whether the creativity is in line with or even ahead of social trends and trends, so creativity is very important to advertisers. This research is based on the thinking method of advertising creativity, and analyzes the existing thinking mode of advertising design. "abnormal consciousness" is understood from the non-indetity thinking of T.W.Adorno, a famous German philosophy and esthetician. It was inspired by the work of the famous Belgian painter Magritt (Magritte Rene). According to this general analysis of abnormal creative thinking and its application in teaching. Then, the paper explores and studies the expression carrier of advertising creativity, I. e., figure, and divides it into abnormal natural figure and abnormal artificial figure. Strive to constitute the basic elements of advertising creativity in an abnormal perspective to interpret. The characteristic of the abnormal thinking method is to ignore the relevant subject first, to start from the unrelated things, and to associate things in different fields, and then to list the elements and characteristics of the matter and link it to the subject. From diffusive thinking to convergent thinking, from brewing all kinds of problem-solving methods to choosing problem-solving schemes, the creative design often comes into being at this time. Therefore, this study is not confined to simple advertising narration and isolated ideas, but to the related thinking of the conceived advertising, thus deducing the implementation steps of the unusual creative method. This paper discusses the application of "abnormal thinking" to the benefit and applicability of advertising creative stimulation. This study uses practical cases to verify the impact of abnormal creative thinking methods on advertising creativity, to find out the effectiveness of abnormal creative methods to stimulate design creativity, and to observe the presentation from design thinking to results. In order to establish the unusual creative method in advertising creative stimulation feasibility and importance. Finally, the perspective of the abnormal perspective of advertising creativity. In view of this, the self-expectation of this study is: let consciousness thinking, concept subversion, creative thinking, advertising creation, can open up a new field of vision for advertising designers, and walk out a more unique road in the modern world.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J524.2
【参考文献】
相关期刊论文 前1条
1 杨文圣,李振云;试析发散思维是创新思维的核心[J];衡水师专学报;2003年04期
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