互联网背景下广告设计中的黏性创意研究  

作　　者：付立瑶 李媛媛 

机构地区：[1]四川文化艺术学院,四川绵阳621000

出　　处：《数码设计》2020年第7期162-163,共2页Peak Data Science

基　　金：广告创意项目编号:川教涵『2019』31号。

摘　　要：新技术催生新媒体,信息传播将更高速、精准和高效,信息科技将占据更高地位,人们求新求异的诉求将更强烈。黏性创意在当代广告设计中的应用表现探究,不是提供一种设计准则,而是为设计人员创作好的设计提供了有效思路,同时也成为检验设计效果的一个借鉴。它最大的效能在于以受众导向思维出发,破解设计和受众之间的信息不对称,吸引受众注意力,引发行为改变并建立一定的忠诚度。黏性创意从受众心理层面出发来实现有效沟通,应用到广告设计中亦能创造出情感价值和营销价值,成为设计表达的重要方法。基于此,本文对黏性创意原则进行探究,阐述了黏性创意在现代广告设计中的应用表现。New technologies give birth to new media,information dissemination will be faster,more accurate and efficient,information technology will occupy a higher position,and people's desire for innovation and difference will be stronger.The application of viscous creativity in contemporary advertising design is not to provide a design criterion,but to provide effective ideas for designers to create good designs,and at the same time become a reference for testing design effects.Its greatest effectiveness lies in starting with audience-oriented thinking,cracking the information asymmetry between design and audience,attracting audience attention,triggering behavior changes and establishing a certain degree of loyalty.Sticky creativity starts from the audience's psychological level to achieve effective communication.When applied to advertising design,it can also create emotional value and marketing value,becoming an important method of design expression.Based on this,this article explores the principle of sticky creativity and expounds the application of sticky creativity in modern advertising design.

关 键 词：广告设计 黏性创意 创意原则 应用 

分 类 号：G63[文化科学—教育学]