神经美学视角下广告设计元素对消费者情感反应的影响机制  

Neuroaesthetic Mechanisms of Advertising Design Elements in Shaping Consumer Emotional Responses

作　　者：刘铭瑶 LIU Mingyao(Yantai Institute of Science and Technology,Yantai,Shandong,265600)

机构地区：[1]烟台科技学院,山东烟台265600

出　　处：《湖南包装》2025年第2期9-11,共3页

基　　金：国家社科基金艺术学重点项目(22AG012)。

摘　　要：神经美学围绕人在审美体验时大脑神经系统的运作机制展开研究,给广告设计元素怎样激起消费者情感反应开拓了新的视野。文章依据神经美学理论探讨神经美学与广告设计在感知、情感以及审美层面的关联,结合大脑皮层、边缘系统以及神经递质相关的神经基础,研究广告设计的视觉、听觉以及动态元素对消费者大脑神经系统形成的刺激机制,以及由此引发的各种情感反应,并进一步研究这些反应给消费者态度与行为意向带来的影响。经研究可知,不同的广告设计元素会将消费者不同的神经区域激活,从而生成多样且繁杂的情感反应,文章试图为精准把控消费者心理、优化广告设计以及提升广告传播成效等给予实践层面的指导。Neuroaesthetics investigates the operational mechanisms of the brain’s nervous system during aesthetic experiences,offering a new perspective on how advertising design elements evoke consumers’emotional responses.This article,based on neuroaesthetic theory,explores the connections between neuroaesthetics and advertising design at the levels of perception,emotion,and aesthetics.By considering the neural foundations related to the cerebral cortex,limbic system,and neurotransmitters,it examines the stimulatory mechanisms formed by the visual,auditory,and dynamic elements of advertising design on consumers’brain nervous systems,as well as the various emotional responses they elicit.Furthermore,it investigates the impact of these responses on consumers’attitudes and behavioral intentions.The research reveals that different advertising design elements activate different neural regions in consumers,thereby generating diverse and complex emotional responses.This provides practical guidance for precisely controlling consumer psychology,optimizing advertising design,and enhancing the effectiveness of advertising communication.

关 键 词：神经美学 广告设计元素 消费者 情感反应 

分 类 号：F713.8[经济管理—广告]