| 略论平面广告认知的多维性 |
| |
| 作者单位： | 首都师范大学美术学院 |
| |
| 摘 要： | 平面广告的历史非常悠久,但直至18世纪前后才逐渐真正为人所关注。在现代商业社会中,平面广告作为广告宣传的主力军,发挥了其价格便宜、发布灵活、信息传递迅速的优势,构成了大众传媒以至文化生活中一个不容忽视的组成部分。本文主要从信息需求、视觉审美、情感趋向、社会文化四个维度着眼,阐述受众对平面广告的认知过程,期冀对平面广告的设计创作有所启发与借鉴。
|
| 关 键 词： | 平面广告 信息传达 认知 文化 |
The Discussion of Multi-dimensionality on Perceiving Graphic Advertisement |
| |
| Authors: | ZHOU Yi |
| |
| Abstract: | The Graphic Advertisement has a long history,but until around the 18th century,people were really concerned about it gradually.In the modern commercial society,as the principal force of advertising,the Graphic Advertisement fully employs the advantageous edges of cheap price,flexible release and rapid transmission of information,and constitutes a part that cannot be ignored in mass media and even in cultural life.From four dimensions:the information need,emotional trend,visual aesthetic and social culture,this article elaborated audience`s cognitive process of the Graphic Advertisement,ardently hoping to have some reference and inspiration on the Graphic Advertisement. |
| |
| Keywords: | Graphic Advertisement Information transmission Cognition Culture |
| 本文献已被 CNKI 等数据库收录！ |
|
