儿童玩具广告创意的表现与研究
发布时间：2018-11-25 17:10
【摘要】： 玩具的诱惑,不受古今中外时空的羁绊,是永恒的。当今社会中,儿童作为不可忽视的一大社会群体,有着巨大的消费市场和消费潜力。我国的玩具市场有着巨大的发展潜力,是一个玩具大国,却不是一个玩具强国。在激烈的市场竞争条件下,特别是处于当今经济形势日益严峻的大环境中,儿童玩具的广告和宣传所起的作用愈发突出,尤其不可小觑。 创新意识是广告的灵魂,也是决定广告成功与否的最根本因素。有效的广告创意在作品表现上可以增强广告的表现美感、艺术性、真实性;在效果上可增强广告的说服力。所以广告创意决定了广告的品质和效果,也是广告成败的关键。广告创意及表现属于广告活动过程中相当重要的一个环节,优秀的广告创意及表现能吸引人们的注意,给人们深刻的印象;能打破俗套,改变人们对某种产品或品牌的看法;能影响行为,促使消费者去真正购买广告所宣传的产品或是服务。 西方国家在关于儿童和儿童玩具广告之间的关系上做了很多的探索研究。早在1974年美国的一些心理学家们就开始研究儿童对于广告意图的理解程度、儿童对于广告的注意程度、儿童对于广告的信任度与喜好程度以及关于儿童对广告态度的制约因素等问题。近些年来,随着儿童玩具广告的快速发展,国内也逐渐加快了这方面的研究步伐,但仍然存在着一定的不足和差距。 本文在视觉思维相关理论的基础上,对儿童玩具广告创意和表现的方式方法进行了尽可能的深入研究与探讨。一、分析了儿童的心理特点及儿童玩具的基本概念等问题,并对当今玩具市场的发展动向及玩具广告的基本情况加以梳理;二、通过对儿童及其家长的调查分析并结合相关的案例,总结了儿童玩具广告创意产生、提炼的作用及各年龄阶段儿童的心理特征对广告认识程度的影响,并简要阐述了“聋哑盲”儿童的心理特征和对广告认知能力的差异;三、总结分析了国内外儿童玩具发展现状,并着重对儿童玩具广告的创意表现原则及表现手法进行了重点分析;四、通过案例,阐述了儿童玩具广告的感性诉求、理性解说、趣味、故事、场景转换等创意表现手法,体现了广告创意引导广告表现,广告表现展示广告创意的广告理念,是广告创意的继续和深化,是广告创意过程的延续。五、归纳梳理了儿童玩具广告的发展方向和儿童广告的社会责任。 文章正是针对儿童这个特殊的消费人群的消费特点,从儿童及家长对儿童玩具广告的认知心理调查开始,针对当今儿童玩具广告创意中所存在的问题,从分析儿童玩具广告受众的广告认知心理和儿童玩具广告创意表现原则、手法和元素几大方面入手,研究了儿童玩具广告创意表现策略,从而总结归纳出儿童玩具广告创意的一些个人认为更为有效的艺术表现方式。
[Abstract]:The lure of toys, free from the fetters of time and space, is eternal. In today's society, children as a social group can not be ignored, has a huge consumer market and consumption potential. The toy market of our country has great development potential, it is a big toy country, but not a toy country. In the fierce market competition, especially in the increasingly severe economic situation, children's toys advertising and publicity play an increasingly prominent role, especially can not be underestimated. Innovation consciousness is the soul of advertising and the most fundamental factor to determine the success of advertising. Effective advertising creativity in the performance of the work can enhance the aesthetic, artistic, authenticity of advertising, in effect can enhance the persuasion of advertising. Therefore, advertising creativity determines the quality and effect of advertising, and is also the key to the success or failure of advertising. Advertising creativity and performance belong to a very important link in the process of advertising activities, excellent advertising ideas and performance can attract people's attention, give people a deep impression, can break the stereotypes, change people's views on a certain product or brand; Can influence behavior, prompting consumers to actually buy the product or service advertised in the advertisement. Western countries have done a lot of research on the relationship between children and children's toy advertising. As early as 1974, some psychologists in the United States began to study children's understanding of advertising intention and their attention to advertising. The degree of trust and preference of children to advertising and the restrictive factors of children's attitude towards advertising. In recent years, with the rapid development of children's toy advertising, the domestic research has gradually accelerated the pace of this area, but there are still some shortcomings and gaps. Based on the theory of visual thinking, this paper makes a thorough study on the creative and expressive ways of children's toy advertising. First, it analyzes the psychological characteristics of children and the basic concept of children's toys, and combs the development trend of toy market and the basic situation of toy advertisement. Secondly, through the investigation and analysis of children and their parents and combined with relevant cases, this paper summarizes the role of children's toy advertising creativity, the role of refining and the influence of children's psychological characteristics at different ages on the awareness of advertising. The psychological characteristics of deaf and mute blind children and their differences in advertising cognitive ability are also briefly discussed. Third, summarized and analyzed the present situation of children's toy development at home and abroad, and emphatically analyzed the creative expression principle and the expression technique of the children's toy advertisement; Fourth, through the case, elaborated the children toy advertisement the perceptual appeal, the rational explanation, the interest, the story, the scene transformation and so on creative expression technique, has manifested the advertisement creativity to guide the advertisement performance, the advertisement performance display advertisement creativity advertisement idea, It is the continuation and deepening of advertising creativity and the continuation of advertising creative process. Fifth, summarized the development direction of children's toy advertisement and the social responsibility of children's advertisement. Aiming at the consumption characteristics of children as a special consumer, the article begins with the investigation of children's and parents' cognition and psychology of children's toy advertisements, and aims at the problems existing in the creativity of children's toy advertisements. Based on the analysis of the cognitive psychology of children's toy advertising audience and the principles, techniques and elements of children's toy advertisement's creative expression, this paper studies the strategies of children's toy advertisement's creative expression. Thus summarizes some of the children's toy advertising creative individuals think more effective artistic expression.
【学位授予单位】：西安工程大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8
本文编号：2356849
[Abstract]:The lure of toys, free from the fetters of time and space, is eternal. In today's society, children as a social group can not be ignored, has a huge consumer market and consumption potential. The toy market of our country has great development potential, it is a big toy country, but not a toy country. In the fierce market competition, especially in the increasingly severe economic situation, children's toys advertising and publicity play an increasingly prominent role, especially can not be underestimated. Innovation consciousness is the soul of advertising and the most fundamental factor to determine the success of advertising. Effective advertising creativity in the performance of the work can enhance the aesthetic, artistic, authenticity of advertising, in effect can enhance the persuasion of advertising. Therefore, advertising creativity determines the quality and effect of advertising, and is also the key to the success or failure of advertising. Advertising creativity and performance belong to a very important link in the process of advertising activities, excellent advertising ideas and performance can attract people's attention, give people a deep impression, can break the stereotypes, change people's views on a certain product or brand; Can influence behavior, prompting consumers to actually buy the product or service advertised in the advertisement. Western countries have done a lot of research on the relationship between children and children's toy advertising. As early as 1974, some psychologists in the United States began to study children's understanding of advertising intention and their attention to advertising. The degree of trust and preference of children to advertising and the restrictive factors of children's attitude towards advertising. In recent years, with the rapid development of children's toy advertising, the domestic research has gradually accelerated the pace of this area, but there are still some shortcomings and gaps. Based on the theory of visual thinking, this paper makes a thorough study on the creative and expressive ways of children's toy advertising. First, it analyzes the psychological characteristics of children and the basic concept of children's toys, and combs the development trend of toy market and the basic situation of toy advertisement. Secondly, through the investigation and analysis of children and their parents and combined with relevant cases, this paper summarizes the role of children's toy advertising creativity, the role of refining and the influence of children's psychological characteristics at different ages on the awareness of advertising. The psychological characteristics of deaf and mute blind children and their differences in advertising cognitive ability are also briefly discussed. Third, summarized and analyzed the present situation of children's toy development at home and abroad, and emphatically analyzed the creative expression principle and the expression technique of the children's toy advertisement; Fourth, through the case, elaborated the children toy advertisement the perceptual appeal, the rational explanation, the interest, the story, the scene transformation and so on creative expression technique, has manifested the advertisement creativity to guide the advertisement performance, the advertisement performance display advertisement creativity advertisement idea, It is the continuation and deepening of advertising creativity and the continuation of advertising creative process. Fifth, summarized the development direction of children's toy advertisement and the social responsibility of children's advertisement. Aiming at the consumption characteristics of children as a special consumer, the article begins with the investigation of children's and parents' cognition and psychology of children's toy advertisements, and aims at the problems existing in the creativity of children's toy advertisements. Based on the analysis of the cognitive psychology of children's toy advertising audience and the principles, techniques and elements of children's toy advertisement's creative expression, this paper studies the strategies of children's toy advertisement's creative expression. Thus summarizes some of the children's toy advertising creative individuals think more effective artistic expression.
【学位授予单位】：西安工程大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8
【引证文献】
相关硕士学位论文 前1条
1 姜扬;符号学视角下的儿童形象[D];华东师范大学;2013年
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