商业性网络传媒广告的情感化设计
发布时间：2019-01-02 14:23
【摘要】： 情感化设计是现代广告设计要素的重要内容,也是未来广告设计的发展方向。随着大众消费观念的日益多元化,广告行业在全球范围内都呈现出越来越注重情感化设计的趋势。因此,本文的创新点在于:明确地从营销学、社会文化学、心理学三个角度较为系统地 论证了在未来的商业性网络传媒广告制作过程中植入情感化设计的必要性和必然性,并运用逻辑推理、实例讲解和案例分析相结合的方法加以阐释。首先,情感化设计有助于企业更好地实施“以顾客为中心”的营销策略。如今,网络营销业已成为商家掌握市场资源的最重要的手段之一,而采用情感化设计理念创作的网络广告则可以促使企业的营销品牌迅速深入人心,博得消费者的喜爱和信任。第二,情感化设计有助于商家通过网络广告与受众形成有效的文化沟通。社会文化是人类特有的财富,它以文化价值观为核心内容、以语言独特性为具体内容、以文化差异性为主要特色。情感化设计能够使商业性网络传媒广告更好地依托各种文化意象、调动受众的文化心理,找到产品与社会文化之间契合点,从而取得良好的经济效益与社会效益。第三,情感化设计有助于满足消费者的各种心理需求并激发他们的购买欲望。从消费者接触广告后的一般购买行为分析,主要是一个由“认知商品——需求商品——喜爱商品”的渐进式过程,其中蕴含了丰富的认知心理学、需求心理学和设计心理学的动因。而情感化设计在“以情动人”、强化认知的基础上,还能够利用“传情沟通”来捕捉消费者的需求信息,并最终通过“寓意于情”让消费者把对商品的喜爱变成本能、变成行为、变成习惯。 总之,上述三个探索角度将在网络广告的情感化设计研究领域中发挥积极的导向功能,因为无论是制定企业的营销策略,还是树立企业的社会形象,抑或是把握受众的心理动态,都需要紧紧抓住消费者的情感。显然,广告只有做到“感乎人心”才能获得良好的宣传效果,企业只有学会“取悦于民”才能在激烈的市场竞争中平稳立足。
[Abstract]:Emotional design is an important content of modern advertising design elements, but also the development direction of advertising design in the future. With the increasing diversity of public consumption concepts, advertising industry in the global scope has shown a growing focus on emotional design trend. Therefore, the innovation of this paper is: clearly from marketing, social culturology, This paper systematically demonstrates the necessity and inevitability of inserting emotional design in the production process of future commercial online media advertisement from three angles of psychology, and uses logical reasoning. The method of example explanation and case analysis is explained. First of all, emotional design helps enterprises implement customer-centered marketing strategy better. Nowadays, network marketing has become one of the most important means for merchants to grasp the market resources, and the network advertisement created with emotional design idea can make the marketing brand of enterprises gain popularity quickly and win the love and trust of consumers. Second, emotional design helps merchants to form effective cultural communication with the audience through online advertising. Social culture is the unique wealth of mankind. It takes cultural values as its core content, language uniqueness as its specific content, and cultural differences as its main characteristics. The emotional design can make the commercial network media advertisement better rely on various cultural images, mobilize the cultural psychology of the audience, and find the point of convergence between the product and the social culture, so as to obtain good economic and social benefits. Third, emotional design helps consumers to meet their psychological needs and stimulate their desire to buy. The analysis of the general purchasing behavior of consumers after they come into contact with advertisements is mainly a gradual process of "cognitive goods-demand goods-like goods", which contains rich cognitive psychology. The motivation of demand psychology and design psychology. On the basis of "moving with emotion" and strengthening cognition, emotional design can also use "emotional communication" to capture the information of consumers' needs, and ultimately let consumers turn their love of goods into instinct through "moral in emotion". Become an act, become a habit. In a word, the above three exploring angles will play an active guiding role in the field of emotional design research of online advertising, because whether it is to formulate the marketing strategy of the enterprise or to establish the social image of the enterprise, Or to grasp the psychological dynamics of the audience, they need to grasp the consumer's feelings. Obviously, advertising can only achieve "feeling people" to get good publicity effect, enterprises can only learn to "please the people" in the fierce market competition.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8
本文编号：2398609
[Abstract]:Emotional design is an important content of modern advertising design elements, but also the development direction of advertising design in the future. With the increasing diversity of public consumption concepts, advertising industry in the global scope has shown a growing focus on emotional design trend. Therefore, the innovation of this paper is: clearly from marketing, social culturology, This paper systematically demonstrates the necessity and inevitability of inserting emotional design in the production process of future commercial online media advertisement from three angles of psychology, and uses logical reasoning. The method of example explanation and case analysis is explained. First of all, emotional design helps enterprises implement customer-centered marketing strategy better. Nowadays, network marketing has become one of the most important means for merchants to grasp the market resources, and the network advertisement created with emotional design idea can make the marketing brand of enterprises gain popularity quickly and win the love and trust of consumers. Second, emotional design helps merchants to form effective cultural communication with the audience through online advertising. Social culture is the unique wealth of mankind. It takes cultural values as its core content, language uniqueness as its specific content, and cultural differences as its main characteristics. The emotional design can make the commercial network media advertisement better rely on various cultural images, mobilize the cultural psychology of the audience, and find the point of convergence between the product and the social culture, so as to obtain good economic and social benefits. Third, emotional design helps consumers to meet their psychological needs and stimulate their desire to buy. The analysis of the general purchasing behavior of consumers after they come into contact with advertisements is mainly a gradual process of "cognitive goods-demand goods-like goods", which contains rich cognitive psychology. The motivation of demand psychology and design psychology. On the basis of "moving with emotion" and strengthening cognition, emotional design can also use "emotional communication" to capture the information of consumers' needs, and ultimately let consumers turn their love of goods into instinct through "moral in emotion". Become an act, become a habit. In a word, the above three exploring angles will play an active guiding role in the field of emotional design research of online advertising, because whether it is to formulate the marketing strategy of the enterprise or to establish the social image of the enterprise, Or to grasp the psychological dynamics of the audience, they need to grasp the consumer's feelings. Obviously, advertising can only achieve "feeling people" to get good publicity effect, enterprises can only learn to "please the people" in the fierce market competition.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8
【引证文献】
相关硕士学位论文 前1条
1 孙传国;当代商业标志中的人性化设计研究[D];西北大学;2012年
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