基于接受心理的悬念广告解读  

Interpretation of Suspense Advertisement Based on Reception Psychology

作　　者：高兰英 GAO Lan-ying(School of Art and Design,Inner Mongolia University of Science and Technology,Baotou 014010,China)

机构地区：[1]内蒙古科技大学艺术与设计学院

出　　处：《包装工程》2020年第2期97-103,共7页Packaging Engineering

基　　金：2018年度教育部人文社会科学研究西部和边疆地区(艺术学)项目(18XJC760002)

摘　　要：目的在对悬念广告具体表现形式,如一悬一答式、一悬多答式、多悬一答式等进行分析的基础上,归纳提炼悬念广告的创意手法,如逻辑诉求手法、情感诉求手法、故事性手法、幽默性手法、反常态手法、化繁为简手法等,并通过具体悬念广告案例阐释不同创意手法的艺术价值。方法立足悬念广告受众的接受心理分析,从先在结构的概念、时代因素、个性心理及对受众接受心理过程的梳理等方面,提出夸张有度、猎奇有度、设悬有度等悬念广告创意和投放建议。利用案例分析法和文献研究法,探讨接受心理视域下悬念广告的独特表现形式,以及其背后的文化意蕴和审美规律。结论悬念广告的创意形式早已有之,但从接受心理或创作心理出发的不同研究路径,为悬念广告的全方位解读提供了不同视角,也为揭示其独特的艺术价值提供了参照和依据。The work aims to summarize and refine the creative techniques of suspense advertisement, such as logical appeal, emotional appeal, storytelling, humorous, abnormal and simplified techniques, based on the analysis of the specific expression forms of suspense advertisement, such as one suspense and one answer, one suspense and many answers, and many suspenses and one answer, and to illustrate the artistic value of different creative techniques by means of specific suspense ads cases. Based on the psychological analysis of the receivers of suspense advertisement, by sorting out the concept of innate structure, time factor, individual psychology, reception psychology process of the receivers and so on, some suggestions on the creativity and delivery of suspense advertisement were put forward, such as moderate exaggeration, curiosity, suspense, etc. Case analysis and literature study were used to explore the unique expression form of suspense advertisement from the perspective of reception psychology, as well as the cultural implication and aesthetic law behind it. The creative form of suspense advertisement has existed for a long time, but different research paths from the perspective of reception psychology and creation psychology provide different perspectives for the comprehensive interpretation of suspense advertisement, and also provide reference and basis for revealing its unique artistic value.

关 键 词：悬念广告 接受心理 创意手法 表现形式 

分 类 号：J524[艺术—艺术设计]