毕业设计（论文）-艾尚生活百货公司企业形象宣传画册设计.doc

焦 作 大 学 毕 业 论 文（设计） 题 目： 论广告意境的塑造-艾尚生活百货公司企业形象宣传画册设计 学 号： 姓 名： 年 级： 2012级 系 别： 艺术系 专 业： 电脑艺术设计 指导教师： 完成日期：2015年 5 月 31 日 题 目：论广告意境的塑造 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 7 摘 要 在当今的社会，随着商品经济的飞速发展，在我们身边各型各色的广告的身影也层出不穷，广告创意也变化的越来越多，给人们的生活也带来了丰富多彩的乐趣。同时，为了满足当地人们日益增高的审美要求，广告本身的创意也越来越深化其内涵和意境。 意境正是中国美学思想中的一个重要的范畴，也是我国民族审美思想中的重要表现方式，自古以来无论是诗歌散文还是绘画美术，作者无不看重意境的创造，所存在的艺术中也一直在塑造意境的表现。而广告作为当代产生的一种商品艺术，意境的塑造更是不可缺少。本文引据部分文献于论文的研究，来探讨对于广告中的意境塑造，虽有新颖的看法但也有许多不足之处，对于广告中的意境塑造这个选题仍需更加深入的研究探讨。那究竟广告创意怎么样的意境不仅符合消费者的目光，而又能体现出企业的商品价值，这些就是广告中意境塑造的重要性了。只有营造出一个不同寻常的意境，才能在众多的广告中脱颖而出，让人关注其本身的商品，激发人们的想象力，使人们从精神上来产生共鸣，从而产生消费的欲望。 关键词：广告创意；意境塑造；广告学研究；商品价值 Abstract In todays society, with the rapid development of commodity economy, us various types of colored advertisement in the figure also emerge in endlessly, creative advertising also changes more and more, to peoples life also brought rich and colorful fun. At the same time, in order to meet the growing aesthetic requirements of the local people, the creative advertising itself is also more and more deepen its connotation and mood. Artistic conception is an important category of Chinese aesthetics, is our national aesthetic ideology in important ways, since ancient times both prose and poetry or painting, the author without value conception of creation and the existence of art in has been in the creation of artistic conception of performance. As a commodity art, advertising is indispensable to the creation of artistic conception.. In the part of citing literature in the research, to explore to build the artistic conception of advertising, although the novel views but also has many shortcomings, for advertising in shaping the conception of this topic still need to more in-depth study. What the artistic conception of the advertisement creativity not only accords with the eyes of the consumers, but also reflects the value of the e