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广告创意简单来说就是通过大胆新奇创新的手法来创作与众不同的视听效果,最大限度的吸引消费者,从而达到产品营销和品牌传播的目的。从本质上来说,广告创意设计除了是推销商品,更为重要的是探寻物性商品的文化潜在性及其和人性情感之间的关系,为物性商品赋予文化风格,同时通过广告传播进一步拓展此种文化影响,挖掘消费者的潜在文化需求,使商品充满活力与生命力。这种物化文化论述及物性商品内在精神宣言促使了特殊语言形态的形成,即广告。本文主要就广告创意设计的文化内涵进行探讨。
Advertising ideas simply means to create unique audio-visual effects through bold novelty and innovation, to maximize the consumer, so as to achieve the purpose of product marketing and brand communication. In essence, advertising creative design in addition to selling products, more importantly, to explore the cultural potential of physical goods and their relationship with human emotions, to give cultural goods, physical properties, and further spread through the advertising of such Cultural impact, tap the potential cultural needs of consumers, so that goods are full of vitality and vitality. This materialized cultural discourse and the spiritual declaration of physical goods prompted the formation of a special language form, namely, advertising. This article mainly discusses the cultural connotation of advertising creative design.