论现代广告创意的视觉语言表达
发布时间：2019-06-25 16:14
【摘要】：广告创意的视觉语言表达属于广告活动过程中相当重要的一个环节,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,改变人们对某种产品或品牌的看法；能影响行为,促使消费者去真正购买广告所宣传的产品或是服务。 本文先阐述了广告创意概念以及有关理论,并在此基础上对广告创意的视觉语言表达方式进行了深入的研究。通过对文字、图形、色彩三个视觉语言基本要素的分析,结合多个国内外优秀广告创意案例,归纳了平面广告创意的过程及产生优秀广告创意的运作规则,为提高设计者的创意及设计表现能力奠定坚实的理论基础,丰富广告创意理论体系,为平面设计等相关学科提供启示。 设计者一定要遵循人类的视觉思维将广告主题进行创意思考,转化为视觉语言后进行创意表现,才能最终将广告信息准确并富于技巧性地传达给受众,使受众最终实施消费行为,达到平面广告的最终目的。
[Abstract]:The visual language expression of advertising creativity belongs to a very important link in the process of advertising activities. Excellent advertising creativity and performance can attract people's attention and give people a deep impression; it can break the clich 茅 and change people's views on a certain product or brand; it can influence behavior and urge consumers to really buy the products or services advertised by advertising. This paper first expounds the concept of advertising creativity and related theories, and on this basis, makes a deep study on the visual language expression of advertising creativity. Through the analysis of the three basic elements of visual language, text, graphics and color, combined with many excellent advertising creative cases at home and abroad, this paper sums up the process of graphic advertising creativity and the operation rules of producing excellent advertising creativity, which lays a solid theoretical foundation for improving the creativity and design expression ability of designers, enriches the theoretical system of advertising creativity, and provides enlightenment for graphic design and other related disciplines. Designers must follow the visual thinking of human beings to think creatively about the theme of advertising and transform it into visual language in order to convey the advertising information to the audience accurately and skillfully, so that the audience can finally implement the consumption behavior and achieve the ultimate goal of print advertising.
【学位授予单位】：天津科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3
本文编号：2505818
[Abstract]:The visual language expression of advertising creativity belongs to a very important link in the process of advertising activities. Excellent advertising creativity and performance can attract people's attention and give people a deep impression; it can break the clich 茅 and change people's views on a certain product or brand; it can influence behavior and urge consumers to really buy the products or services advertised by advertising. This paper first expounds the concept of advertising creativity and related theories, and on this basis, makes a deep study on the visual language expression of advertising creativity. Through the analysis of the three basic elements of visual language, text, graphics and color, combined with many excellent advertising creative cases at home and abroad, this paper sums up the process of graphic advertising creativity and the operation rules of producing excellent advertising creativity, which lays a solid theoretical foundation for improving the creativity and design expression ability of designers, enriches the theoretical system of advertising creativity, and provides enlightenment for graphic design and other related disciplines. Designers must follow the visual thinking of human beings to think creatively about the theme of advertising and transform it into visual language in order to convey the advertising information to the audience accurately and skillfully, so that the audience can finally implement the consumption behavior and achieve the ultimate goal of print advertising.
【学位授予单位】：天津科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3
【参考文献】
相关期刊论文 前3条
1 朱永明;平面传达设计中的符号形式与语义[J];苏州大学学报(工科版);2005年05期
2 朱永明;图形语言结构研究及其现实意义[J];装饰;2004年03期
3 朱永明;;平面传达设计中的结构符号语言特征[J];装饰;2006年10期
，本文编号：2505818
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