基于形态学矩阵分解元素的广告创意研究

发布时间：2019-02-16 20:04

【摘要】： 如何运用不同寻常的现实新事业开创新的视觉领域?如何运用基本的像素、图像元素创造新一项,如何将元素与元素新颖地联系起来?变化如何带来崭新意义和意外的视觉印象?如何结合、连接和混合不同风格和类型,产生原创作品?本研究从广告创意的思维方法出发,并将现有的创意思维技巧重新整合分析。从瑞士天体物理学家弗雷茨·茨维基发明的形态学矩阵法得到启发,寻找形态学矩阵分解元素产生的各种形态以及形态的集合。并且借助已有的思维方法,将各种思维渠道汇集在一起,探究产生广告创意的新方法。依次概括分析基于形态学矩阵分解元素的广告创意的理论依据,形态来源和形态转换。再对其在创意发想过程中的运用进行探索研究。基于形态学矩阵分解元素的广告创意,是一种系统搜索和求解的分功能组合求解方法。它的出发点是:认为许多新形象、新形态并不是一种全新的、与原始形象毫无关系的东西,而只不过是已有元素的新型组合。形态学矩阵的方法,可以生成许多方案,目的是借以发现新的设计方案。基于形态学矩阵分解元素的广告创意是对创造对象进行因素分解和形象综合的过程,在这一过程中,发散思维和收敛思维起着重要作用。为了剖析此方法的来龙去脉,理论支撑和理论疏导,本研究不拘泥于简单的广告论述和框架构想,而是对其他学科的研究成果作关联性的思考,从而总结推论出基于形态学矩阵分解元素产生广告创意的实施步骤,拟将此方法归类于广告创意思维方法的行列当中。本研究运用实际案例和实证法来验证通过形态学矩阵的方法产生广告创意的可行性,以及在广告创意生成过程中对创意激发的成效性。事物之间都是有联系的,各个学科之间也存在千丝万缕的联系,将自然学科引入人文学科,并将其发展,还是一个新的、有难度的课题,将是一个新的挑战。本研究将从自然学科形态学矩阵的原理出发,期望对创意的发想及表现有一定的帮助,通过此研究能够发现一种更好的思维训练方法,从而帮助我们更行之有效的完成创意。如果你想从一个全新的角度来观察熟悉的事物、人或者情景,就必须具备用于试验的精神,敢于走上一条全新的道路。
[Abstract]:How to use the unusual reality of new undertakings to create a new field of vision? How to use basic pixels, image elements to create a new item, how to connect elements with the elements novel? How does change bring new meaning and unexpected visual impressions? How to combine, connect and mix different styles and types to produce original works? This study starts from the thinking method of advertising creativity and reintegrates the existing creative thinking skills. Inspired by the morphological matrix method developed by Swiss astrophysicist Fritz Zwicki, the morphological matrix decomposition elements are searched for various forms and the set of morphologies. And with the help of existing thinking methods, the various thinking channels together to explore new ways to produce advertising ideas. The theoretical basis, source and transformation of advertising creativity based on morphological matrix factorization elements are analyzed in turn. Then it explores the application of the idea in the process of creative development. Advertising creativity based on morphological matrix decomposition element is a method of system searching and solving. Its starting point is to think that many new images and new forms are not a brand new thing which has nothing to do with the original image, but only a new combination of existing elements. The method of morphological matrix can generate many schemes in order to discover new design schemes. Advertising creativity based on morphological matrix factorization elements is the process of factor decomposition and image synthesis of creative objects, in which divergent thinking and convergent thinking play an important role. In order to analyze the origin of this method, theoretical support and theoretical guidance, this study is not confined to simple advertising discourse and framework, but to the research results of other disciplines. The paper concludes the steps to produce advertising creativity based on morphological matrix factorization elements, and proposes to classify this method into the ranks of advertising creative thinking methods. This study uses practical cases and empirical methods to verify the feasibility of generating advertising creativity through morphological matrix method and the effectiveness of creativity stimulation in the process of advertising creative generation. There are links between things, and there are inextricably links among various disciplines. It will be a new challenge to introduce the natural science into the humanities and develop it as a new and difficult subject. Based on the principle of morphological matrix of natural disciplines, this study hopes to be helpful to the development and performance of creativity. Through this study, we can find a better method of thinking training and help us to accomplish creativity more effectively. If you want to look at familiar things, people, or situations from a new perspective, you must have the spirit to experiment and dare to take a new path.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

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