恐怖元素在平面广告设计中的应用研究
发布时间：2019-03-09 18:59
【摘要】：平面广告一直是企业或品牌在产品推广过程中最有效，也是最常用的工具。然而由于媒体的发展，广告的发布空间也在不断拓展，电视广告，网络广告相对于平面广告都有其独特的优势。由于现代社会信息的泛滥，广告无处不在，受众对广告已经产生了抵触心理。平面广告要想继续发展，只有在表现空间上更加多元化，在广告元素的选择上更加新颖化，这样才能吸引受众的注意力。而恐怖元素是一种新的广告表现元素，，本身具有强大的震撼力，越来越多地被运用于广告中，也取得了很好的广告效果。本论文就是围绕恐怖元素与平面广告的结合这一问题展开的。通过收集大量资料，将理论分析与具体实例相结合，对恐怖元素在平面广告设计中的运用进行了深入的研究。论文首先从对恐怖的认识，恐怖元素的界定和恐怖元素的特点三个方面对恐怖元素进 行了概要性阐述，对恐怖元素有了整体的认识和把握，找到恐怖元素与广告创意的契合点：旧元素，新组合。其次从恐怖元素作为一种创意方法的历史回顾、恐怖元素在现代平面广告设计中的应用现实和恐怖元素运用于平面广告设计的可行性分析三个方面来综合分析广告创意与恐怖元素的结合，阐述了两者结合的理论依据。再次是对恐怖元素在平面广告设计中的应用探究进行综合分析，主要从四个方面来论述：在平面广告中的表现方法；如何有效运用于平面广告；运用于平面广告时应注意的原则；在平面广告中的作用及传播效应，通过这四方面的综合分析，明确了恐怖元素应该如何运用。最后指出运用恐怖元素要有针对性，不能盲目运用，并对恐怖元素运用于广告提出了自己的思索。恐怖元素是一种敏感的元素，一般的广告人很少建议在广告中使用，甚至有人认为坚决不要使用。本论文围绕恐怖元素在平面广告设计中的运用为中心展开了详细论述，从概 念的阐述到理论的追踪，再到实例的分析，最后从整合营销传播观念出发提出了“恐怖元素运用于平面广告与广告推广活动相结合会更加有效果”的思索，环环相扣，层层深入。从一个新的角度来认识恐怖元素，然后发掘恐怖元素在广告领域的价值，这就是本论文所具有的现实意义。
[Abstract]:Print advertising has always been the most effective and most commonly used tool in the product promotion process of enterprises or brands. However, due to the development of media, advertising space is also expanding, television advertising, network advertising compared to print advertising has its unique advantages. Due to the proliferation of modern social information, advertising everywhere, the audience has produced a psychological resistance to advertising. In order to continue the development of print advertising, only in the performance space more diversified, in the choice of advertising elements more novelty, so as to attract the attention of the audience. The element of terror is a new element of advertising expression, which has strong shock power and has been used in advertising more and more, and has achieved very good advertising effect. This paper focuses on the combination of terror elements and print advertising. By collecting a large amount of data, combining theoretical analysis with concrete examples, this paper makes a deep research on the application of terrorist elements in graphic advertising design. First of all, this paper gives an overview of terror elements from three aspects: the understanding of terror, the definition of terror elements and the characteristics of terror elements, and has an overall understanding and grasp of the elements of terror. Find a fit between the elements of terror and the idea of advertising: old elements, new combinations. Secondly, looking back on the history of terror as a creative method, The Application of Terror element in Modern graphic Advertising Design reality and Feasibility Analysis of Terror element used in graphic Advertising Design to analyze synthetically the combination of advertising creativity and terror element, and expounds the theoretical basis of the combination of the two elements. Thirdly, the author makes a comprehensive analysis of the application of terror elements in print advertising design, mainly from four aspects: the expression method in print advertisement, how to apply it to print advertisement effectively, and how to apply it to print advertisement effectively, and how to use it effectively in print advertisement is discussed from four aspects. The principle that should be paid attention to when applied to print advertisement, the function and spread effect in print advertisement, through the comprehensive analysis of these four aspects, have made clear how to use terror element. Finally, it is pointed out that the use of terrorist elements should be targeted, and should not be blindly used, and the use of terrorist elements in advertising put forward their own thinking. Terror element is a sensitive element, the general advertisers rarely recommend the use of advertising, and even some people believe that the use of resolute. This paper focuses on the use of terror elements in graphic advertising design, from the outline to the tracing of the theory, to the analysis of the examples. Finally, based on the concept of integrated marketing communication, this paper puts forward the thought that "the combination of terror elements in print advertising and advertising promotion activities will be more effective", which is linked to each other and goes deep into layers. From a new point of view to understand the elements of terror, and then explore the value of terrorist elements in the field of advertising, which is the practical significance of this paper.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3
本文编号：2437763
[Abstract]:Print advertising has always been the most effective and most commonly used tool in the product promotion process of enterprises or brands. However, due to the development of media, advertising space is also expanding, television advertising, network advertising compared to print advertising has its unique advantages. Due to the proliferation of modern social information, advertising everywhere, the audience has produced a psychological resistance to advertising. In order to continue the development of print advertising, only in the performance space more diversified, in the choice of advertising elements more novelty, so as to attract the attention of the audience. The element of terror is a new element of advertising expression, which has strong shock power and has been used in advertising more and more, and has achieved very good advertising effect. This paper focuses on the combination of terror elements and print advertising. By collecting a large amount of data, combining theoretical analysis with concrete examples, this paper makes a deep research on the application of terrorist elements in graphic advertising design. First of all, this paper gives an overview of terror elements from three aspects: the understanding of terror, the definition of terror elements and the characteristics of terror elements, and has an overall understanding and grasp of the elements of terror. Find a fit between the elements of terror and the idea of advertising: old elements, new combinations. Secondly, looking back on the history of terror as a creative method, The Application of Terror element in Modern graphic Advertising Design reality and Feasibility Analysis of Terror element used in graphic Advertising Design to analyze synthetically the combination of advertising creativity and terror element, and expounds the theoretical basis of the combination of the two elements. Thirdly, the author makes a comprehensive analysis of the application of terror elements in print advertising design, mainly from four aspects: the expression method in print advertisement, how to apply it to print advertisement effectively, and how to apply it to print advertisement effectively, and how to use it effectively in print advertisement is discussed from four aspects. The principle that should be paid attention to when applied to print advertisement, the function and spread effect in print advertisement, through the comprehensive analysis of these four aspects, have made clear how to use terror element. Finally, it is pointed out that the use of terrorist elements should be targeted, and should not be blindly used, and the use of terrorist elements in advertising put forward their own thinking. Terror element is a sensitive element, the general advertisers rarely recommend the use of advertising, and even some people believe that the use of resolute. This paper focuses on the use of terror elements in graphic advertising design, from the outline to the tracing of the theory, to the analysis of the examples. Finally, based on the concept of integrated marketing communication, this paper puts forward the thought that "the combination of terror elements in print advertising and advertising promotion activities will be more effective", which is linked to each other and goes deep into layers. From a new point of view to understand the elements of terror, and then explore the value of terrorist elements in the field of advertising, which is the practical significance of this paper.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3
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