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随着社会结构的变迁,年轻受众渐渐成为社会发展的主力,他们对社会快速变化有着不同的感受,审美取向备受关注,常规的主流广告设计已经不能满足他们求新求异的心理需求;具有视觉冲击力和感官刺激的边缘化的非主流广告设计成为了新一代年轻群体关注的焦点,也是他们作为社会文化的新参与者试图解决社会问题的独特创造。文章就针对这种边缘化的非主流广告设计之一——游击广告进行系统的介绍,分析其设计形式及创意策略。
As the social structure changes, young audiences gradually become the main force of social development. They have different feelings about the rapid social changes. Their aesthetic orientation has drawn much attention. The conventional mainstream advertisement design can no longer meet their psychological needs for seeking new differences. The marginalization of non-mainstream advertising design with visual impact and sensory stimulation has become the focus of a new generation of younger groups and their unique creation as a new participant in socio-cultural endeavors to tackle social issues. This article systematically introduces guerrilla ads to one of the marginalized non-mainstream ad designs, analyzes its design style and creative strategy.