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随着媒介和社会物质生活水平的不断提高,广告在社会生活中占有越来越重要的地位。广告对受众的接受心理影响是很大的,所以分析广告中所包含的什么样的信息最吸引人成为广告从业者和部分学者的追求。本篇文章是从广告中最基本的元素——符号入手,分析精彩广告的创意和特色。以广告《水墨篇》为例分析广告中所包含的能吸引大众眼球的所有符号。这些符号必须是大众在有相同的文化背景的条件下,毫不费力的接受并记住它。以期达到最佳的传播效果。
With the continuous improvement of the material and social material life, advertising plays an increasingly important role in social life. The psychological impact of advertising on the audience is great, so analyzing what information is most appealing is the pursuit of advertising practitioners and some scholars. This article is from the basic elements of advertising - symbol start, analyze the creative ideas and characteristics of advertising. Take the advertisement “Ink and Wash” as an example to analyze all the symbols contained in advertisements to attract the attention of the public. These symbols must be easily accepted and remembered by the public under the same cultural background. In order to achieve the best communication results.