《广告创意中的情感元素研究》-毕业论文.docVIP

PAGE l 广告创意中的情感元素研究 摘 要 每一个优秀的广告创意都会使人感觉耳目一新，但是这些创意并不是凭空捏造的，它来源于现实生活，是广告创意者对生活的一种理解与诠释。广告创意就是用最巧妙、最有新意和最有说服力的信息把产品概念传递到消费者脑海中，从而形成知名度，得到利益点，形成消费偏好，促成购买，而情感诉求恰恰是广告创意最具表现力的一个手法。现如今，在竞争日益激烈，广告铺天盖地的社会里，广告创意已经开始非常的重视自身的情感表达。因为，只有在广告中尽量减少商业气息，把丝丝的情感融入其中，只有这样才能让广告本身的情感特征与消费者的情感心理反映相结合，才能更容易的被消费者所接受，从而真正达到广告创意的最终目的。 关键词：广告创意； 情感因素； 情感表现； 运用手法； 表现原则 The Research Of The Emotion Elements In Advertising Creative Abstract A excellent advertising creative will make people feel a new perspective, but this creative is not fabricated, it comes from the real life, it’s a idea man’s comprehend and explain from the life. advertising creative is use the most ingenious、novelty and the most persuasiveness messages transmit the product concept to the customers, that come into being popularity, and get the profit point, being consumption preferred, then cause buying. However the emotional appeal is the best way to express exactly. Now a day, the advertising blotting out the sky, and the competition is fierce. Advertisement creativity has begun to value their own emotion’s express already. Because, only reduces the commercial breath as more as possible in the advertising and put into massive emotions in it, only that make advertisment’s emotion characteristic combine with the reflect of the consumer’s psychology, which can accept by the consumers easier. Then, achieves the truly final goals in the advertisement creativity. Key words：Advertising creative；Emotion factors；Emotion performance； Using technique；Performance principle l 目 录 摘 要……………………………………………………………………………………I Abstract．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．II 引 言……………………………………………………………………………………1 一、含义(宋体,四号,加粗,1.25倍行距,断后0)………………………………………2 (一)广告创意的含义（宋体，小四，加粗，1.25倍行距，断后0）……………2 (二)情感诉求的含义（宋体，小四，加粗，1.25倍行距，断后0）……………2 二、广告创意中的情感元素的产生(宋体,四号,加粗,1.25倍行距,断后0)…………2 三、广告创意中的情感表现(宋体,四号,加粗,1.25倍行距,断后0)…………………3 (一)幽默（宋体，小四，加粗，1.25倍行距，断后0）…………………………3 (二)恐惧（宋体，小四，加粗，1.25倍行距，断后0）…………………………3 (三)比喻（宋体