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当下,公益广告对于推动社会主义精神文明建设,引导公众建立正确的价值观和道德观等具有重要作用,因此越来越受到社会的关注。公益广告中的视觉语言是传递广告信息,实现与受众的心灵沟通,进而引发共鸣,影响受众态度的一种重要手段。本文从刺激、需要、记忆、联想等方面对公益广告中的视觉语言进行解读,结合实际案例分析其中的心理学原理,并详细阐述了“五常”类公益广告中视觉语言的心理效应。
At present, public service advertisements play an important role in promoting the construction of socialist spiritual civilization and in guiding the public to establish correct values and moral values. Therefore, public service advertisements have drawn increasing public attention. The visual language in public service ads is an important means of transmitting advertisement information, realizing the communication with the audience’s mind, and then resonating and influencing audience’s attitude. This article analyzes the visual language in public service advertisements from the aspects of stimulus, need, memory, association and so on, and analyzes the psychology principles in the case of public service ads. The psychological effects of visual language in the public service announcements of “Wu Chang ” are elaborated in detail.