广告设计中的情感作用及应用

The Function and Application of Emotion in Advertisement Design

中文关键词: 广告设计  情感迁移  情感表达

英文关键词: television advertisement design  transfer of emotion  emotional expression

中文摘要:

      目的 探索广告设计中情感化表现的作用及应用。方法 从工业和科学为人类打开新世界这一背景出发，结合广告的产生与发展探索广告的更新与变化，接着选取广告设计为落脚点，就其普遍性、广泛性特点下的情感化表达需求进行分析，深刻总结情感在广告中的重要性及其所发挥的传播信号、行为动力、情感迁移甚至是负面的作用，在此基础上总结具体的情感应用原则，提出理性、艺术、幽默、原创等几个方面具体的设计原则，最后将视线集中于建立图形、文字、色彩等元素的吸引受众眼球的直观情感表达上，以及更深层次的情感诉求传达上，探讨具体的应用策略。结论 广告设计的视觉传达效果与情感的承载所促成的多方交流密不可分，正是情感的融入与升华促成了广告作品更加丰富的文化气息与人文精神，让广告作品具备了陶冶情操、净化灵魂、情感愉悦等审美特征，满足了现代人多样化的心理需求，实现了广告宣传的商业目的。

英文摘要:

      This paper aims to explore the role and application of emotional expression in advertisement design. According to the background that the industry and science opened a new world for us, the updates and changes of advertising were explored combined with its generation and development, then the demand of emotional expression under the characteristics of universality were analyzed by selecting the advertising design as the foothold, thus the importance of emotion in advertising and the impacts like dissemination of signals, behavioral motivation and emotional transfer and even negative effects were summarized. On this basis, some specific design principles like ration, arts, humor, originality were put forward. Finally, the paper focused on the visual expression of emotion that attracts the audience’s attention based on graphics, text, color and other elements, as well as the deeper emotional appeal transmission, and discussed specific application strategies. Visual communication effect of film and television advertisement design is inseparable with emotional communications. It is emotional integration and sublimation in the advertising works that give them richer cultural atmosphere and humanistic spirit, allowing the advertising works to have such aesthetic roles as edifying sentiment, purifying the soul, pleasing people, which meets the diversified psychological needs of modern people and realizes the commercial purpose of advertising.