“流行元素”在平面广告设计中的应用研究
发布时间：2019-02-15 10:25
【摘要】： 本文以平面广告的现状为出发点,针对流行元素在平面广告中的各种表现形式而探讨其广告效果、色彩的运用、创意的发挥、放置的位置、面积的大小等,通过这些最基本的构成要素而达到的表现效果,以及在社会背景下流行元素对平面广告的影响。重点的分析放在时尚类的平面广告上,从而能更贴切地发现关于流行元素应该起到的引领性的作用到哪一个程度上才能相对更符合受众的接受度并且能引起共鸣。有关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就是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,改变人们对某些事物或商品的看法;能影响行为,平面广告这种宣传手段本身就有较实用性的价值,从中总结出意义所在。如何运用平面广告中流行元素来提升平面广告的效果的主要内容如下: (1)阐述平面广告创意和表现的关系:“广告创意引导广告表现,广告表现展示广告创意,广告表现是广告创意的延续和深化。 (2)平面广告中要重视与流行元素组合以及创意与整体视觉效果。 (3)注重因流行元素引起的受众分类、情感体验与心理承受度。 (4)同一个平面广告中有不同使用场合。 大众对平面广告中流行元素的记忆,以及流行元素通过平面广告使大众对商品或事物有着延续性的影响作用。是当今最广泛的信息传播的首要途径。
[Abstract]:Based on the present situation of print advertising, this paper discusses the advertising effect, the use of color, the display of creativity, the position of placement, the size of area, and so on, aiming at the various forms of expression of popular elements in print advertising. Through these basic elements to achieve the performance of the effect, and in the social context of popular elements on print advertising. The emphasis is placed on stylish print ads, so as to find more closely the extent to which the leading role that pop elements should play is more relevant to the audience's acceptance and resonate. Advertising creativity and performance is a very important link in the process of advertising activities is that excellent advertising creativity and performance can attract people's attention, give people a deep impression; It can break the cliche and change people's view of some things or goods, and can influence the behavior, the propaganda means of print advertisement itself has more practical value, from which the meaning is summed up. The main contents of how to use popular elements in print advertising to improve the effect of print advertising are as follows: (1) expounding the relationship between print advertising creativity and performance: "Advertising originality leads to advertising performance, advertising performance displays advertising creativity," Advertising performance is the continuation and deepening of advertising creativity. (2) pay attention to the combination of popular elements and creative and overall visual effects in print advertising. (3) pay attention to audience classification, emotional experience and psychological tolerance caused by popular elements. (4) there are different situations in the same print advertisement. The public's memory of popular elements in print advertising and the influence of popular elements on goods or things through print advertising. Is the most extensive information dissemination of the first way.
【学位授予单位】：延边大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524.3
本文编号：2423242
[Abstract]:Based on the present situation of print advertising, this paper discusses the advertising effect, the use of color, the display of creativity, the position of placement, the size of area, and so on, aiming at the various forms of expression of popular elements in print advertising. Through these basic elements to achieve the performance of the effect, and in the social context of popular elements on print advertising. The emphasis is placed on stylish print ads, so as to find more closely the extent to which the leading role that pop elements should play is more relevant to the audience's acceptance and resonate. Advertising creativity and performance is a very important link in the process of advertising activities is that excellent advertising creativity and performance can attract people's attention, give people a deep impression; It can break the cliche and change people's view of some things or goods, and can influence the behavior, the propaganda means of print advertisement itself has more practical value, from which the meaning is summed up. The main contents of how to use popular elements in print advertising to improve the effect of print advertising are as follows: (1) expounding the relationship between print advertising creativity and performance: "Advertising originality leads to advertising performance, advertising performance displays advertising creativity," Advertising performance is the continuation and deepening of advertising creativity. (2) pay attention to the combination of popular elements and creative and overall visual effects in print advertising. (3) pay attention to audience classification, emotional experience and psychological tolerance caused by popular elements. (4) there are different situations in the same print advertisement. The public's memory of popular elements in print advertising and the influence of popular elements on goods or things through print advertising. Is the most extensive information dissemination of the first way.
【学位授予单位】：延边大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524.3
【引证文献】
相关硕士学位论文 前1条
1 赵亦威;时尚广告设计中的图形语义研究[D];北京服装学院;2012年
，本文编号：2423242
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