报纸广告媒介要素研究  

Research on Medium Elements of Newspaper Advertisement

作　　者：陈昊[1] 

机构地区：[1]内蒙古科技大学,包头014010

出　　处：《包装工程》2011年第18期18-21,共4页Packaging Engineering

摘　　要：分析了报纸媒介与其它媒介的不同点,归纳总结出了报纸媒介的独有特征,论述了反映报纸这种媒介特殊性质的视觉信息符号,即色彩、图片、面积与位置、刊登频次、标题与文字等,进而分析了报纸广告如何从引发注意力的媒介要素上下手,在最短的时间内抓住读者的眼球。提出了报纸广告只有充分运用媒介特征,编排技巧,强势与优势互用,才能达到广告主所期望的传播效果或销售效果。It analyzed the dissimilarity of newspaper medium with other media and induced to the unique characteristics of newspaper medium, discussed the visual information sign of medium such as color, picture, area and position, publish repeatedly time, headline and writing etc., then analyzed newspaper advertisement how from causing the medium main factor of attention, in the shortest time to hold tight the reader＇ s eyeball. On this foundation, it put forward the newspaper advertisement should only make the most of a medium characteristic and arrange in order technique, pre-eminent use with each other with advantage, just can attain to advertise the lord expects of spread effect or sale effect.

关 键 词：报纸广告 媒介要素 注意力 

分 类 号：J524.3[艺术—艺术设计]