牛牛游戏厅安卓,{原始关键词}

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                1. 当前位置: 代写一篇论文多少钱 > 社会哲学论文 > 广告创意中联觉思维的运用探析

                  广告创意中联觉思维的运用探析

                  时间:2020-04-08 15:06作者:李丹骏
                  本文导读:这是一篇关于广告创意中联觉思维的运用探析的文章,联觉产生的根本原因为人体大脑神经短路,此现象形成因素为感官接收到外界信息后,信息本应输送至神经中枢,但在此过程中变换通道。

                    摘    要:牛牛游戏厅安卓,{原始关键词} 大脑中所产生的共同感受被称为联觉现象。人的联觉性能够强化广告在其脑海中的印象,在广告塑造形象基础上,丰富受众群体的想象,使受众人群能够强化对广告的记忆。在广告的制作过程中,可将联觉思维作为基础,实现广告文案的创新,而若想达到此目的,在进行广告创作以及实践过程中,首先应注意广告受众群体是否具有对相关广告的认知;其次,应及时找到受众群体与广告事物的相似点,从而实现广告创意与联觉思维的融合。本文针对广告创意中联觉思维的具体应用进行分析。

                    关键词: 广告创意; 联觉思维; 通感;

                    LIANJUECHANSHENGDEGENBENYUANYINWEIRENTIDANAOSHENJINGDUANLU,CIXIANXIANGXINGCHENGYINSUWEIGANGUANJIESHOUDAOWAIJIEXINXIHOU,XINXIBENYINGSHUSONGZHISHENJINGZHONGSHU,DANZAICIGUOCHENGZHONGBIANHUANTONGDAO。SHENJINGYINGXIANGXUEYIJINGZAIYANJIUGUOCHENGZHONGZHENDUILIANJUERENQUNDEDANAOHUODONGXINGSHIJINXINGJUTIFENXI,BINGZHENDUIRENDEDANAOJINXINGBUTONGFENQUDEHUAFEN,FENBIEWEISHIJUEQU、TINGJUEQUDENG,ZAIGELEIFENQUZHONG,MOULIANGGEFENQUYINWAIJIEYINSUYINGXIANGSHOUDAOCIJIERBEIJIHUO,CONGERCHANSHENGLIANJUE。RENDEJINGLIYULIANJUECUNZAIYIDINGGUANXI,RENLEIDEDANAONENGGOUCUNCHUGELEIJINGYANJIXINXI,ERZAITESHUSHIWUHUOWAIJIEHUANJINGYINGXIANGXIA,BUTONGSHUXINGXINXIJIANGCHANSHENGHUXIANGLIANTONG,CONGERYINQILIANJUEXIANXIANG。

                    一、艺术创作中利用联觉意识

                    LIANJUEXIANXIANGBINGFEIJIBING,QIZHUYAOWEISHENJINGGONGNENGHULIAN,BUHUIYINGXIANGDAORENTIJIANKANG,CIZHONGGONGNENGWEITIANSHENG,BINGFEIRENWEICHUANGZUO。RENLEICHUYUYINGERSHIQISHI,SHENJINGXITONGFAYUBINGWEICHENGSHU,ERRENTIDEXIUJUE、TINGJUEYIJISHIJUEDEGANZHINENGLICHANGCHUXIANRONGHEXIANXIANG,CONGERCHANSHENGLIANJUE。JIUMUQINHEYINGERDEGANZHINENGLIFENXI,YINGERDUIMUQINDEYIFUSECAI、SHENGYINYIJITIWEIJUYOUYIDINGGANZHI。YIBANQINGKUANGXIA,SHUXUEXIANGDUIJIAOCHA、NVRENHEZUOPIEZIRENQUNWEILIANJUEZHUYAOQUNTI。ZAIMEIGUO,YIMINGMALISHANVSHIBIANYOULIANJUENENGLI,QINENGGOUSHIXIANTINGJUELIANDONG,ZAITINGDAOSHENGYINDETONGSHI,NAOHAIZHONGBIANFUXIANXIANGGUANHUAZUO,MALISHANVSHIZAILINGTINGYINLEDETONGSHI,GANSHOUXIANGGUANHUAZUODEWENLIJISECAI。

                    二、联觉思维在广告创意中的应用

                    (一)提高人体视觉感受

                  牛牛游戏厅安卓,{原始关键词}   “NANFANGHEIZHIMAHU”ZAIJINXINGGUANGGAOCHUANGYIXUANCHUANGUOCHENGZHONG,ZHUYAOCAIQUXIESHISHOUDUAN。GUANGGAOZHONGYIWEIKEAIDEXIAONANHAIZAIPINCHANGHEIZHIMAHU,CHIDAOZUIHOUHAI“TIANWANBIAN”,BINGXIANGMAIHEIZHIMAHUDEDASHENTAOYAO,XUDUORENZAIKANDAOZHEIZEGUANGGAOHOU,LIANXIANGDAOZISHENDETONGNIANJINGLI,CONGERZUIJIAOBUZIJUEGUAZHEWEIXIAO。NANHAISHOUZHIMAHUYINGXIANGSUOCHANSHENGDEYIXILIEZUICHANJUDONG,YECIJIDAOSHOUKANGUANGGAODEGUANZHONGWEIJUE,CIZHONGGANSHOUJIBEICHENGWEIWEIJUEYUSHIJUEDELIANJUE。

                    (二)保证广告受众经验能够与目标广告相一致

                    在进行广告创意设计时,应保证广告能够与受众群体产生联觉,而此过程中需注意两点,其一,受众群体是否能够对目标广告具有感觉经验,若受众群体对目标广告较为熟悉,并且具有丰富的经验,将产生联觉反应。如,食用过草莓的人群,具有对草莓的味觉经验,此类人群在看到草莓时将产生味觉反馈,从而产生联觉现象。某化妆品在进行平面广告宣传过程中,采用单个方瓶进行外部包装,其所宣传的产品具有石榴香味,而另一个产品在宣传过程中采用圆瓶包装,此产品带有玫瑰味道。群众对于玫瑰味道较为熟悉,以圆形包装进行化妆品宣传能够促进人体产生视觉联觉。一般情况下,人们对于石榴的香味认知度较低,因此,采用方瓶进行包装,从而促进人们产生硬物的视觉联觉。人们在日常生活中已经积累一定生活经验,此类经验能够帮助人们在记忆中产生视觉影像,若广告在创意宣传过程中以激活大脑影像的形式进行传播,将产生联觉反应。
                   

                  广告创意中联觉思维的运用探析
                   

                    (三)协调不同事物间相似处

                  牛牛游戏厅安卓,{原始关键词}   ZAIJINXINGGUANGGAOCHUANGYISHEJIGUOCHENGZHONG,YINGBAOZHENGGUANGGAOCHUANGYINEIRONGNENGGOUFUHECHANPINBENSHENTEDIAN,JISHIZHAODAOCHANPINYUGUANGGAOJIANDEXIANGLIANXING,CONGERCUJINRENTISHENJINGGUANLIAN。RUGUOXIANGCONGGENBENSHANGTUCHUPINPAIHUAZHUANGPINDETEDIAN,ZHANXIANHUAZHUANGPINDETEXING,SHIRENMENNENGGOUZAIGUANGGAOCHUANGYIZHONGGANSHOUDAOCHANPINSUOYINGZAODEJIFUHUASHUANGZHIGAN,YINGCONGCHUJUEXIASHOU,SHIRENMENZAIJIESHOUGUANGGAOCHUANGYIGUOCHENGZHONGGANSHOUDAOROUHUAZHIGAN。TIGAORENMENROUHUAGANSHOUZHUYAOKAOCHUJUETIXIAN,DANZAIDIANSHIGUANGGAOBOFANGGUOCHENGZHONG,WUFADUIRENMENQIESHIZHANXIANCHANPINDEROUHUAXIAOGUO,CISHIBIANKECAIYONGSICHOUJINDUANDEMIAOSHUFANGSHIJINXINGGUANGGAOXUSHU,RENMENZAIGUANKANCILEIGUANGGAOGUOCHENGZHONGNENGGOUTONGGUOSICHOUJINDUANCHANSHENGLIANJUE,QIESHIGANSHOUDAORENTIJIFUDEHUASHUANGXINI,ERCIGANSHOUYURENTIJINGYANXIANGYIZHI,CONGERCHANSHENGLIANJUE。GUOWAIXUDUOPINPAIDIANBINGXIANGZAIDIANSHIGUANGGAOBOFANGZHONGYEKAISHICAIYONGLIANJUEDEFANGSHI,WEITUCHUBINGXIANGZHENGTICHUCHOUGONGNENG,JIANGLIYUYUQIEKAIDEXIGUAXIANGJIEHE,TUCHUBINGXIANGNEIDEXIGUABINGBUHUISHOUDAOYUXINGWEIYINGXIANGERCHANSHENGYIWEI,CONGERTIGAOBINGXIANGZHENGTICHUCHOUGONGNENG。

                    三、结语

                    ZONGSHANGSUOSHU,GUANGGAOCHUANGYIZHEZAIJINXINGGUANGGAOZHIZUOGUOCHENGZHONG,YINGZENGJIAZISHENSHENGHUOTIYAN,ZAIRICHANGYIJIGONGZUOGUOCHENGZHONGBUDUANJILEISHENGHUOJINGYAN,ZAITUCHUCHANPINTEDIANJICHUSHANG,CHUANGXINGUANGGAOWENAN,SHIGUANZHONGZAISHOUKANGUANGGAOGUOCHENGZHONGNENGGOUYUGUANGGAONEIRONGCHANSHENGLIANJUEFANYING,CONGERZAIGUANGGAOZHONGGANSHOUCHANPIN,JINERCUJINGUANGGAONEIRONGDECHUANGXIN,SHIXIANGUANGGAOCHUANGYIYULIANJUESIWEIDERONGHE,SHIXIANGUANGGAOCHUANGYIDECHIXUWENDINGFAZHAN。

                    参考文献

                    [1] 张鹏.联觉思维在广告创意中的应用探析[J].新闻研究导刊,2018,9(19):218-219.
                    [2] 季涛频.从审美到审智——品牌广告创意表现中联觉意象与审美趣味探微[J].中国包装,2013,33(07):28-31.
                    [3] 季涛频.品牌广告创意表现中的视触联觉意象及其有效沟通策略[J].包装工程,2012,33(16):36-39.

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