| 论审美情感与广告创作 |
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| 引用本文： | 邵志华.论审美情感与广告创作[J].阴山学刊,2006,19(2):20-23. |
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| 作者姓名： | 邵志华 |
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| 作者单位： | 南通大学文学院 江苏南通226007 |
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| 摘 要： | 审美情感对于广告创作具有特殊价值,它是沟通广告与消费者的一个重要桥梁和纽带。审美情感对于广告创作之作用体现在三个方面:一是满足受众的情感需求,激发消费动机;二是营造优美意境,引发受众的审美愉悦;三是沟通物性与人性,变商业化为人情化。广告所传递的审美情感主要表现在人性、人文关怀、暧昧的怀旧情结、亲情爱情友情、恋家思乡情怀等方面。
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| 关 键 词： | 广告 审美情感 情感沟通 |
| 文章编号： | 1004-1869(2006)02-0020-04 |
| 修稿时间： | 2006年2月22日 |
Aesthetics in the Creation of Advertisements |
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| SHAO Zhi-hua.Aesthetics in the Creation of Advertisements[J].Yin Shan Academic Journal,2006,19(2):20-23. |
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| Authors: | SHAO Zhi-hua |
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| Abstract: | In the creation of advertisement aesthetics possesses a particular value,which is an important link between advertisement and the potential customers.It functions in three following points: 1.It meets the emotional demands of customers and motivates them into consumption.2.It builds up an elegant atmosphere and makes them feel pleasant.3.It makes what is commercial humane.Aesthetics in advertisement brings about the human nature,humanities concern,ambiguous nostalgic complex,the natural affection,love and friendship as well as the homesick mood. |
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| Keywords: | Advertisement Aesthetics Communication of Feelings |
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