柔性商业广告的审美附加值研究

发布时间：2018-09-10 17:05

【摘要】： 当前的商业广告凭借现代科学技术手段以铺天盖地的形式强推出来。电视、网络、报纸、杂志、直邮等广告令人们避之不及。广告的形式为名人广告、美女广告、物欲广告所肆虐,没有考虑受众的文化心理层面的感受,把广告仅作为传播商品信息的工具,作为推销商品的手段,片面追求经济效益,忽视人的人文性存在,没有意识到广告也是播种文化的艺术行为,更不去深究广告的创意对品牌营销和建设的促进和影响。商业广告的短期行为,必然会使人们产生极大的逆反心理,并最终产生抵制广告的行为,这必然会对企业的品牌营销和长期发展造成损害。人类已进入21世纪,在经历了经济发展、物质充裕的年代之后,面对新的现实问题如资源枯竭、环境污染以及商品经济残酷竞争带来的人性冷漠、诚信危机等社会问题,更加重新审视自己的存在方式,更加关注人性的回归,重新端视人生的存在和价值。商业广告的创意必然要以新的姿态调整自己的内容和传播方式,在关注经济效益的同时,应更加关注人的情感、心理和文化的培植。把广告的创意和传播作为人文建设的一部分。本文指出广告创意和传播应充分考虑受众心理,尊重人性化的创意和传播附加因素,从而使广告真正成为艺术和信息的载体,担当起经济和文化建设的双重任务。树立长远意识,把文化建设和品牌塑造同等起来,才能真正树立起久远的品牌形象。文章分为三个章节,第一章介绍了商业广告柔性创意的含义,第二章和第四章为主要章节,论述了柔性广告创与传的附加值,着重介绍了柔性创意和传播的人文情感、社会心理情感、审美情感等人性化因素,第五章介绍了柔性商业广告创意取得成功的案例;在结语部分说明了商业广告创意必然应尊重人的情感,以人性化为出发点和归宿,才能使企业树立起真正的品牌和文化。
[Abstract]:Current commercial advertisements are pushed out by means of modern science and technology. Television, Internet, newspapers, magazines, direct mail, and other advertising people avoid. Advertising in the form of celebrity advertising, beauty advertising, material advertising rampant, did not take into account the audience's cultural psychological feelings, advertising only as a means of disseminating commodity information, as a means of marketing goods, one-sided pursuit of economic benefits. Ignoring the existence of human humanity, not realizing that advertising is also an artistic act of sowing culture, not to mention the promotion and influence of advertising creativity on brand marketing and construction. The short-term behavior of commercial advertisement will inevitably make people produce great adverse psychology, and finally produce the behavior of resisting advertising, which will inevitably harm the brand marketing and long-term development of enterprises. Human beings have entered the 21st century. After the economic development and the era of abundant material, facing new social problems such as resource depletion, environmental pollution and cruel competition of commodity economy, human nature apathy, credit crisis and other social problems, etc. More re-examine their way of existence, pay more attention to the return of human nature, re-view the existence and value of life. The originality of commercial advertisement is bound to adjust its content and communication mode with new posture. While paying attention to economic benefits, it should pay more attention to the cultivation of human emotion, psychology and culture. The creative and dissemination of advertising as a part of the humanities construction. This paper points out that advertising creativity and communication should fully consider the psychology of the audience, respect humanized creativity and spread additional factors, so that advertising can become the carrier of art and information and take on the dual task of economic and cultural construction. Only by establishing long-term consciousness, culture construction and brand-building can we really set up a brand image for a long time. The article is divided into three chapters. The first chapter introduces the meaning of flexible creativity in commercial advertising. The second and fourth chapters are the main chapters. The fifth chapter introduces the successful cases of flexible commercial advertising creativity, and explains in the conclusion that commercial advertising creativity must respect human emotion and take humanization as its starting point and destination. Only then can the enterprise establish the real brand and culture.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

【共引文献】