广告信息传播中的格式塔思想探析
发布时间：2019-02-13 00:15
【摘要】： 各种各样的广告铺天盖地的围绕在我们周围,广告主希望他投放的广告有效,而消费者也需要获得有用的广告信息,因此对广告的要求也越来越高。人们对广告信息传播的更高要求,促使传播研究者找到一个突破口,从理论上,来探讨大脑对视觉所传送信息的处理和理解方式;在操作方法上,把广告设计、改进得更加符合人的生理和心理需求。运用格式塔心理学的认知方法等概念,不仅突破了传统广告心理中知觉与思维之间的研究界限,而且可以为广告传播活动的操作提供新的思路。 本文通过对格式塔心理学产生和发展理论背景的追溯,结合广告学的相关知识,来探讨格式塔心理学在广告传播活动中的认知原理与运用;阐述了广告信息的特点以及与广告传播相关的理论;论述了格式塔心理学视知觉规律和基本原则,包括:完形性、简化、选择性、理解性和恒常性,并对如何运用这些理论来指导广告的设计提出了自己的看法;最后探讨了格式塔心理学对广告信息传播的意义及其启示。
[Abstract]:All kinds of advertising around us, advertisers want his advertising effective, and consumers also need to obtain useful advertising information, so the demand for advertising is also getting higher and higher. The higher requirements of advertising information communication urge communication researchers to find a breakthrough, theoretically, to explore how the brain processes and understands the information transmitted by vision; In the operational method, advertising design, improved to more in line with human physical and psychological needs. The concept of Gestalt psychology not only breaks through the research boundary between perception and thinking in traditional advertising psychology, but also provides a new way of thinking for the operation of advertising communication activities. By tracing back to the background of Gestalt psychology's emergence and development theory and combining with the relevant knowledge of advertising, this paper discusses the cognitive principle and application of Gestalt psychology in advertising communication activities. This paper expounds the characteristics of advertising information and the theories related to advertising communication. This paper discusses the rules and basic principles of visual perception in Gestalt psychology, including: gestalt, simplification, selectivity, comprehension and constancy, and puts forward its own views on how to use these theories to guide the design of advertising; Finally, the significance and enlightenment of Gestalt psychology to advertising information transmission are discussed.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
本文编号：2420954
[Abstract]:All kinds of advertising around us, advertisers want his advertising effective, and consumers also need to obtain useful advertising information, so the demand for advertising is also getting higher and higher. The higher requirements of advertising information communication urge communication researchers to find a breakthrough, theoretically, to explore how the brain processes and understands the information transmitted by vision; In the operational method, advertising design, improved to more in line with human physical and psychological needs. The concept of Gestalt psychology not only breaks through the research boundary between perception and thinking in traditional advertising psychology, but also provides a new way of thinking for the operation of advertising communication activities. By tracing back to the background of Gestalt psychology's emergence and development theory and combining with the relevant knowledge of advertising, this paper discusses the cognitive principle and application of Gestalt psychology in advertising communication activities. This paper expounds the characteristics of advertising information and the theories related to advertising communication. This paper discusses the rules and basic principles of visual perception in Gestalt psychology, including: gestalt, simplification, selectivity, comprehension and constancy, and puts forward its own views on how to use these theories to guide the design of advertising; Finally, the significance and enlightenment of Gestalt psychology to advertising information transmission are discussed.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
【引证文献】
相关硕士学位论文 前1条
1 陈为;长沙市户外公共设施设计研究[D];中南林业科技大学;2012年
，本文编号：2420954
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