浅析“情感因素”在商业广告创意的应用.docxVIP

PAGE 15 PAGE 15 内容摘要□□ 情感一直以来都是人际交往的基础，也一直是人类生活的话题。随着现代经济的高速发展，人们消费水平的提高，人们对消费提出的新要求是与自我情感统一，物质消费不再是主要趋势，消费发展趋势由物质层面向精神层面跃升。富有情感的创意广告成为商业广告发展的主要趋势。现代广告人对商业广告制作的一般理解是，成功的广告是应该被赋予情感的，情感因素在商业广告创意应用中具有很强的艺术表现力，足以引起人们的情感共鸣和消费欲望。 本文以小米音箱商业视频广告作为主要视觉表现形式，其中以现代年轻群众的“孤独”情感为核心理念，结合关爱型、气氛型与故事型等多种主要表现类型，在最后画面上表现该商品对孤独群众的关爱情感，以此全面阐述情感因素在商业广告创意中的应用。 关键词：情感因素；创意广告；小米音箱 Abstract Emotion has always been the basis of interpersonal communication and the topic of human life. With the rapid development of modern economy and the improvement of peoples consumption level, peoples new requirements for consumption are unified with their own emotions. Material consumption is no longer the main trend, and the development trend of consumption jumps from the material level to the spiritual level. Emotional creative advertising has become the main trend of the development of commercial advertising. The general understanding of modern advertisers on the production of commercial advertisements is that successful advertisements should be endowed with emotions, and the emotional factors in the creative application of commercial advertisements have a strong artistic expression, enough to cause peoples emotional resonance and consumer desire. Based on millet speakers commercial video advertising as a major visual forms, of which the modern young people lonely emotion is the core idea, combined with caring type, atmosphere and stories such as a variety of types, main performance on the last picture of the goods from the care loneliness emotion, to comprehensively in this paper, the application of emotional factors in the commercial advertising originality. Key words: Emotional factors；Creative advertising；Millet speakers 目 录 TOC \o 1-3 \h \u 第一章 绪论 1 1.1选题背景 1 1.2选题目的及意义 1 1.3 研究现状 1-2 1.4 经典广告中的情感运用 2 第二章 情感因素的应用意义 3 2.1情感的定义 3 2.2情感的功能 3 2.2.1动力功能 3 2.2.2感染功能 3 2.2.3移功能 3 2.2.4健身功能 3 2.2.5信号功能 3-4 第三章 广告中的情感运用 5 3.1情感因素在广告设计中的表现形式 5 3.2情感广告的主要表现类型 5