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广告设计的主要功能是将产品或商业活动所承载的信息转化为视觉语言,进而引起信息传达者与受众之间产生互动的行为,完成商业运作及宣传的过程。如何使受众快速有效地接受广告画面所传达的信息,并产生主动的消费行为,使用准确、通用的交流方法非常重要。本文分析了同构联想的概念,阐述了同构联想在广告设计中的主要功能,并从图形设计的角度对同构联想在广告设计中的应用进行了初步探讨。
The main function of advertising design is to transform the information carried by products or commercial activities into visual language, which in turn leads to the interaction between the sender of information and the audience and the process of commercial operation and publicity. How to make the audience quickly and effectively accept the message conveyed by the advertising screen, and generate proactive consumer behavior, the use of accurate, common method of communication is very important. This paper analyzes the concept of isomorphism association, elaborates the main function of isomorphism association in advertisement design, and explores the application of isomorphism association in advertisement design from the perspective of graphic design.