逆向思维在广告信息传达中的趣味性分析

发布时间：2018-08-24 14:50

【摘要】：国内广告的发展至今已近30年，30年的发展和进步也打开了我国广告业的发展与世界接轨的大门。广告事业的发展与进步与国家对广告教育事业的帮助和支持有着必然的联系，也是我国高校教育市场化的改革的开始。跟广告的发源国家相比我们还远远有要学习和借鉴之处，而广告事业的前进也需要走有中国特色的广告创意路线。威廉.伯恩巴克认为“广告不是科学，而是一门劝说的艺术。”艺术家所要突破的，就是科学规律中的规则，于是逆向思维在广告创意的过程中应运而生。它是一种违背了自然规律，改变人们常规模式的思维方式，是创新与发现甚至是成功的一种捷径。逆向思维能让复杂的问题变简单，困难的问题变轻松，其思维方式分为反转型逆向思维、转换型逆向思维、缺点逆向思维三大类型，指导我们从事物结构、属性、看问题的角度、因果条件等多方面的因素更加全面地分析事物的对立面，找到破解阻碍的新突破。逆向思维的特征符合广告创意策略中的真实性、艺术性、批判性、原创性、突破性原则，，让广告创意更有穿透力、更有黏着力、更有传播力。让受众记住了的广告才是成功的，才更有说服力，趣味广告无疑是推波助澜的最好手。广告主根据不同的媒介载体各自的优势和弊端来选择合适的广告媒介，同样也是对趣味广告的表现手法的不同选择。而趣味广告之所以成功主要还是由于它的幽默性、含蓄性、突破性、互动性、生动性和记忆性来取胜的。而我最主要想表达的，就是在趣味广告的创意过程中，逆向思维是如何表达其作用的。换言之，也就是逆向思维的表达方式和功效。逆向思维的表达方式通过对大量成功地广告案例的分析，分为比例逆反、空间逆反、秩序逆反、材质逆反、行为逆反和内容物逆反六大类别。对表达方式的清晰分类和准确掌握，有助于我们在广告创意的过程中规整理自己的思路，并且能更好地发挥创意元素与传播媒介的共同作用。逆向思维是激发广告创意的一把利剑，是广告业发展途中最高的跳板，而今我们也能看到越来越多的不错的广告作品的涌现，给予了新生代的广告人们更多的动力，也正在加快我们发展和前进的步伐。
[Abstract]:The development of domestic advertising has been nearly 30 years, 30 years of development and progress has opened the door of the development of China's advertising industry in line with the world. The development and progress of the advertising industry is inevitably related to the help and support of the state to the advertising education, and it is also the beginning of the reform of the marketization of higher education in our country. Compared with the country of origin of advertising, we still have much to learn and learn from, and the development of advertising also needs to follow the creative route of advertising with Chinese characteristics. William "Advertising is not science, but the art of persuasion," says Burnbak. What the artist wants to break through is the rule of scientific law, so reverse thinking comes into being in the process of advertising creativity. It is a way of thinking that violates the laws of nature and changes people's conventional patterns. It is a shortcut to innovation, discovery and even success. Reverse thinking can simplify complex problems and ease difficult problems. Its thinking mode can be divided into three types: reverse thinking, and reverse thinking, which can guide us from the structure and attributes of things. From the point of view of problem, causality and other factors, we can analyze the opposite of things more comprehensively and find a new breakthrough to break through obstacles. The characteristics of reverse thinking accord with the principles of authenticity, artistry, criticism, originality and breakthrough in advertising creative strategy. Let the audience remember the advertising is successful, more persuasive, interesting advertising is undoubtedly the best hand. Advertisers choose suitable advertising media according to the advantages and disadvantages of different media carriers. The success of interesting advertising is mainly due to its humor, implicature, breakthrough, interactivity, vividness and memory to win. The most important thing I want to express is how reverse thinking expresses its function in the creative process of interesting advertising. In other words, the expression and efficacy of reverse thinking. Through the analysis of a large number of successful advertising cases, the expression of reverse thinking can be divided into six categories: proportional inversion, spatial inversion, order inversion, material inversion, behavioral inversion and content inversion. The clear classification and accurate mastering of the expression will help us to arrange our own ideas in the process of advertising creativity, and can better play the role of creative elements and media. Reverse thinking is a sharp sword to stimulate advertising creativity and the highest springboard on the way to the development of the advertising industry. Now we can also see the emergence of more and more good advertising works, giving more impetus to the new generation of advertisers. We are also speeding up our pace of development and progress.
【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】：F713.8

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