平面广告美感阐释毕业论文.docVIP

摘  要  广告在中国的迅猛发展是 80 年代以后的事情 随着市场经济的不断深入发展  广告在经济活动中的作用越来越引人注目  为了更准确清晰地展示广告传播的表现  特征和方法  有必要从艺术哲学理论的高度即从美学的角度来研究和把握广告传播  的审美规律  审美心理及其实际操作  正是鉴于此  本文试图从美感的角度对广告  传播进行较系统的阐述  以期在理论和实践上对广告传播有一个深入的认识  本文目的是从新闻传播类边缘学科的角度出发  结合新闻传播过程  新闻传授  双方的实践  试图探索广告美感的产生  发展及一般规律  由于  广告美学是一个  大的概念和范畴  按照研究者的学识和精力  恐怕会挂一漏万  很难顾及全面  所  以我把研究范围限定为平面广告美感  我试图通过平面广告美感的特点  规律的探  讨和研究  希望能够为进一步推动平面广告美学的发展  提高平面广告创作的审美  价值起到一个抛砖引玉的作用  本文首先论证了平面广告的美感体现及其审美价值  然后对平面广告受众的审  美心理进行分析  受众在接受广告信息时具有主动性  期待看到与众不同的平面广  告  再对广告创意思维的形成与运作进行论述  分析了平面广告创意的形成过程  最后 从形式为内容服务 完美的形式与精彩的内容有机结合自然产生意蕴的角度 阐述了意蕴美是平面广告美感的至高境界以及如何营造意蕴美 关键词 平面广告　　　　创意思维　　　　　美感　　　　　主客体　　　　意蕴　 　 　 IV Abstract Advertisement has developed swiftly and violently since 1980s in China. With the constant and thorough development of market economy, the advertisement role in economic activities is more and more noticeable. In order to show more accurately and clearly that the advertisement spread characteristics and methods, it is necessary to study and grasp the aesthetic law, aesthetic psychology and practical operation that the advertisement spreads from the standing of artistic philosophy theory. Just in view of this, this text attempts to explain and carry on more systematic exposition to the advertisement in terms of aesthetics, and expect to have a deep understanding to the advertisement on the theory and practice. The purpose of this text is to explore the formation, development and universal law of advertising aesthetic feeling from the opnion of news frontier branch of Journalism and Mass communication, combining the course of dissemination of news, and practices of both sides. Because of, advertising aesthetics is a big concept and the category which Im afraid to miss something I don’t know, and I can not take everything into account, according to the researchers knowledge and energy, the text is limited to the advertising aesthetic feeling. This text is expected to promote the further d