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本文提出,在信息时代,在经济全球化与国际市场竞争激烈的今天,应该以科学发展观指导我们的广告设计。要从信息论的角度出发,把广告作为信息的载体,视觉元素的差异度则是提高广告信息量的重要条件。广告创意应该从受众的接受心理出发,使视觉图形易于被受众识别,以克服信息传播中的干扰。同时从信息编码规则角度对现代广告创意进行分析,指出叙事化、系列化和精致化是现代广告设计的发展趋势。
This paper argues that in the information age, with the globalization of economy and fierce competition in the international market today, we should guide our advertising design with the scientific concept of development. From the perspective of information theory, advertising as a carrier of information, visual elements of the degree of difference is an important condition to improve the amount of advertising information. Advertising creativity should start from the audience’s psychology to make the visual graphics easy to be identified by the audience to overcome the interference in the dissemination of information. At the same time, it analyzed the modern advertisement ideas from the perspective of information coding rules, pointing out that narrative, serialization and exquisiteness are the trends of modern advertisement design.