| 视觉心理与广告——从视觉心理看广告创作的人本化和民族化 |
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| 引用本文： | 邹慧.视觉心理与广告——从视觉心理看广告创作的人本化和民族化[J].上海大学学报(社会科学版),2000(5). |
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| 作者姓名： | 邹慧 |
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| 作者单位： | 上海大学广告学系!上海200072 |
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| 摘 要： | 广告是一种商业和社会行为 ,受众在观赏广告时的内在情动 ,对整个广告的传播过程起导向作用。广告创作的人本化和民族化离不开创作者对受众视觉心理的探索与把握
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| 关 键 词： | 广告 视觉心理 人性 民族性 |
Visual Psychology and Advertisements |
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| ZOU Hui.Visual Psychology and Advertisements[J].Journal of Shanghai University(Social Science Edition),2000(5). |
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| Authors: | ZOU Hui |
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| Abstract: | Advertising constitutes a kind of commercial and social activity. Visual psychology refers to the inner emotion of the audience when they are viewing the advertisements, which play an orientating role in advertisement dissemination. Humanization and nationalization in advertisement creation call for the investigation and proper grasp of the audience's visual psychology. |
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| Keywords: | advertisement visual psychology personality nationalization |
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