| 品牌广告创意表现中的视触联觉意象及其有效沟通策略 |
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| 引用本文： | 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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| 作者姓名： | 季涛频 |
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| 作者单位： | 华南农业大学珠江学院 |
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| 摘 要： | 以联觉现象、多感官整合理论为启示,分析了视触联觉意象的沟通特征,提出在品牌广告创意表现中,妙用人类的"五感"及感觉经验的记忆,用视触联觉意象与消费者沟通是一种有效的沟通策略,用个性鲜明的视觉符号提炼品牌核心价值达到"望梅止渴"的境界,才会拨动消费者的心弦,实现信息的快速传达与有效沟通。
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| 关 键 词： | 视触联觉 意象互通 沟通策略 |
| 收稿时间： | 2012-03-27 |
| 修稿时间： | 2012-08-20 |
The Interconnected Visual and Sensing Image and Its Effective Communicative Strategies in the Creative Presentation of Modern Advertisement |
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| JI Tao-pin. The Interconnected Visual and Sensing Image and Its Effective Communicative Strategies in the Creative Presentation of Modern Advertisement[J]. Packaging Engineering, 2012, 33(16): 36-39 |
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| Authors: | JI Tao-pin |
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| Affiliation: | JI Tao-pin(Zhujiang College of South China Agricultural University,Guangzhou 510000,China) |
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| Abstract: | Taking the interconnected and multi-sense integration theory as inspiration,it analyzed the communication features of the interconnected visual and sensual images in the creative representation of advertisement.Using the interconnected and multi-sense integration theory to communiate with consumer is an effective communication strategy to employ "five senses" and memory of sensing experience.it works wonder for people to make use of the interconnected visual and sensual images to communicate with the consumers.Besides,individual identified visual signs are capable of foregrounding the core value of products so as to achieve effective communication. |
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| Keywords: | the interconnected visual and sensual images imagery communication communication strategy |
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