视听广告的形式创新和审美意味研究

发布时间：2018-11-23 07:22

【摘要】：随着科技水平的提高和新媒体技术的研发,很多新型技术都被应用到视听广告活动中。视听广告作为一门实用艺术,不仅为消费者提供了高效的商品和服务信息,而且优秀的视听广告具有极高的审美价值。自1979年上海电视台率先播出第一条商业广告开始,我国的视听广告发展迅猛。但是由于技术水平的限制和从业人员的素质较低,使得我国视听广告发展逊于国际水准,既能实现有效传播又兼具审美意味的广告更是少之又少。本论文将从唤醒理论的角度出发,拟借助文艺心理学和美学若干方法以及消费心理学的方法,选取近年一些经典的表现形式新颖或者具有审美意味的广告案例进行分析,深入解读视听广告形式创新的语言和手法以及审美意味的产生,论文主要包括以下三部分内容: 一、从唤醒理论的角度出发,研究视听广告的实用性与审美性。广告是一门具有审美价值的实用艺术。正是由于消费者的内在需求性才会使广告对消费者产生吸引力,不同的消费需求会使消费者注意不同的广告信息。而众多的视听广告只有从内心深处唤醒消费者的审美注意和需求,才能最终实现有效传播,说服受众购买商品或者服务。二、由于视听广告重复性的特点使得受众在接受过程容易产生审美疲劳,所以视听广告传播过程必须借助艺术手段,提高视听广告的审美价值,使广告产生审美意味,才能更好的吸引受众眼球。本部分主要结合具体案例分析视听广告的审美意味,增强说服力,总结经验和原理。三、从形式语言的发展过程和具体形式因素展开对形式创新的论述,结合案例阐述视听广告最新的形式创新手法,总结形式创新和审美意味产生的经验。
[Abstract]:With the improvement of science and technology and the development of new media technology, many new technologies have been applied to audiovisual advertising. As a practical art, audio-visual advertising not only provides consumers with efficient information on goods and services, but also has high aesthetic value. Since 1979, Shanghai TV station first broadcast the first commercial advertising, China's audio-visual advertising rapid development. However, due to the limitation of technical level and the low quality of practitioners, the development of audiovisual advertising in China is inferior to the international standard. From the angle of arousal theory, this thesis intends to select some classical advertising cases with novel forms of expression or aesthetic significance in recent years with the help of several methods of literature and art psychology and aesthetics, as well as the methods of consumer psychology. The paper mainly includes the following three parts: first, from the angle of arousal theory, the paper studies the practicability and aesthetics of audiovisual advertising. Advertisement is a practical art with aesthetic value. It is the intrinsic demand of consumers that makes advertising attractive to consumers, and different consumer demands make consumers pay attention to different advertising information. Only when many audiovisual advertisements awaken consumers' aesthetic attention and demand from the deep inside can they finally achieve effective communication and persuade the audience to buy goods or services. Second, because of the reproducibility of audiovisual advertising, the audience is prone to aesthetic fatigue in the process of acceptance, so the dissemination process of audio-visual advertising must rely on artistic means to improve the aesthetic value of audio-visual advertising, so that the advertising has aesthetic meaning. In order to better attract the audience's attention. This part mainly analyzes the aesthetic meaning of audiovisual advertising, strengthens the persuasion, summarizes the experience and principle. Third, from the development process of formal language and specific form factors to discuss the form of innovation, combined with the case of audio-visual advertising, the latest formal innovation techniques, summed up the formal innovation and aesthetic implication of the experience.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8

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