“陌生化”创制原则在广告中的运用

发布时间：2019-01-08 18:46

【摘要】：广告钝化现象是当前广告中较为普遍存在的问题,已严重影响到广告的传播效果。广告不仅具有市场功能同时具有艺术功能,其艺术功能对广告的传播效果具有重要的作用,也是解决广告钝化现象的突破口。广告陌生化创制原则的运用就是要实现广告本身的陌生化,增强广告的感知效果和传播过程的"异化",在此过程中,广告人就必须充分地了解受众,在此基础上求变、求新。在陌生化创制原则下的广告必将是审美创造和审美感受的过程,广告也必将从钝化走向锋利。
[Abstract]:The phenomenon of advertising passivation is a common problem in advertising at present, which has seriously affected the effect of advertising. Advertising has not only the market function but also the artistic function, which plays an important role in the spread of advertising, and is also a breakthrough to solve the phenomenon of passive advertising. The application of the principle of defamiliarization of advertisement is to realize the strangeness of advertisement itself, to enhance the perceptual effect of advertisement and the "alienation" of communication process. In this process, the advertiser must fully understand the audience, and on this basis seek for change and innovation. Advertising under the principle of defamiliarization is bound to be the process of aesthetic creation and aesthetic feeling, and the advertisement will move from passivation to sharpness.
【作者单位】：淮海工学院文学院;
【基金】：淮海工学院2008年哲学社会科学课题
【分类号】：F713.8;G206

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