基于情感体验的环境媒体广告创意方法研究  

Study on the Environment Media Advertising Creative Method Based on the Emotional Experience

作　　者：张甜甜[1] 

机构地区：[1]广东外语艺术职业学院,广州510000

出　　处：《包装工程》2013年第12期29-33,共5页Packaging Engineering

摘　　要：以体验经济对广告设计的影响为启示,从认知心理学的角度分析了广告受众在环境媒体广告中的本能层、行为层、反思层的情感体验。通过对环境媒体广告创意方法的研究,论述了将环境载体和广告信息本体以创新的方式结合,能让受众对广告有更深入的接触以及颠覆性的情感体验,并最终完成广告信息的有效传达。研究表明了这种创意方法的重点就在于环境媒体的选择利用、创新性的视觉表现手法以及对受众的体验输出方式。Inspired by the emotional experience＇ s influence on advertisement, from the perspective of cognitive psychology, it analyzed environment media advertising instinct layer, behavior, reflective layer of emotional experience in the experience economy. Through the environmental media advertising creative method research, it discussed the environmental carriers and advertising information ontology in innovative ways to combine, can let the audience for advertising have further contact and subversive emotional experience, and finally completes the ads convey information effectively. The creative approach is that the focus of environmental media selection and utilization, innovative visual performance practices, the audience experience output mode.

关 键 词：情感体验 环境媒体广告 创意方法研究 

分 类 号：J524.3[艺术—艺术设计]