生态知觉视角下的环境媒体广告设计思路探析  

Analysis on Design Idea of Ambient Advertising from the Perspective of Ecological Psychology

作　　者：李淳[1] 刘运非 陶晋[1] LI Chun;LIU Yun-fei;TAO Jin(University of Science and Technology Beijing,Beijing 100083,China)

机构地区：[1]北京科技大学,北京100083

出　　处：《包装工程》2021年第4期172-177,190,共7页Packaging Engineering

基　　金：北京科技大学青年教学骨干人才培养计划资助(06200037);国家重点研发计划项目(2018YFB0704301);北京科技大学本科教育教学改革与研究项目(JG2018M13)。

摘　　要：目的基于生态知觉理论视角解析环境媒体广告要素,探析其能够与周围环境更加和谐,与受众互动更为自然,信息传达更为流畅的设计思路与策略。方法通过对环境媒体广告概念的界定与特点的梳理,从生态知觉视角入手分析了环境媒体广告设计要素,即受众要素、自然环境要素、人为环境要素三个维度,并进一步将其细化,最终提出三条适应生态知觉理论的环境媒体广告设计思路与策略。结论环境媒体广告的设计应围绕环境媒体广告与受众、环境这一整体展开,引导受众融入广告强化体验、多媒介交融协调、自然环境与人为环境有机结合的设计思路与策略有利于环境媒体广告的设计与信息传播,更好体现广告的人性关怀和环境友好性,研究将对环境媒体广告设计中关于广告与受众互动关系、广告和环境和谐等问题提供新的研究视角与有益启示。The work aims to analyze the ambient advertising elements based on the theory of ecological psychology and explore the design idea and strategy that can be more harmonious with the surrounding environment,interact with the audience more naturally,and convey information more fluently.Based on the definition and characteristics of ambient advertising concept,the design elements of ambient advertising were analyzed from the perspective of ecological psychology,including three dimensions of audience elements,natural environment elements and human environment elements,and then further refined.Finally,three ideas and strategies of ambient advertising design applicable to the theory of ecological psychology were put forward.The design of ambient advertising needs to focus on the whole of ambient advertising,audience and environment.The design ideas and strategies that can guide the audience into the advertising to enhance the experience,integrate and coordinate the multi-media,and combine the natural environment with human environment are helpful for the design and information dissemination of ambient advertising,and better reflect the human care and environmental friendliness of the advertising.The research will provide a new perspective and useful enlightenment for the interaction between advertising and audience,and the harmony between advertising and environment.

关 键 词：生态知觉 环境媒体广告 广告设计 受众体验 可供性 

分 类 号：J524.3[艺术—艺术设计]