本文關(guān)鍵詞：解構(gòu)廣告藝術(shù)設(shè)計中的幽默圖形語匯，，由筆耕文化傳播整理發(fā)布。

解構(gòu)廣告藝術(shù)設(shè)計中的幽默圖形語匯

解構(gòu)廣告藝術(shù)設(shè)計中的幽默圖形語匯

幽默圖形的運用在廣告設(shè)計中日漸重要,并成為一種趨勢。本論文立足于對幽默圖形語匯及其載體-廣告進行研究,結(jié)合幽默圖形的分類和表現(xiàn)手法,從傳播學(xué)、心理學(xué)、市場營銷學(xué)等角度出發(fā),找出了廣告藝術(shù)設(shè)計中幽默圖形的運用特點,最后結(jié)合國內(nèi)外案例找出適應(yīng)我國國情的幽默廣告的策略,即在廣告主題與幽默碩博在線論文網(wǎng)素的運用原則上和中國國情與受眾心理的把握上找出了根本的解決辦法,旨在為中國的廣告設(shè)計拓展出一個新的空間,為我們明晰消費者心理,改善銷售渠道,推動設(shè)計水平,深化廣告研究打開一扇獨特的窗口,讓消費者在會心一笑的同時拉近與品牌之間的距離,從而獲得財富。由于中國運用幽默圖形語匯的廣告很多都模仿國外,國內(nèi)對幽默圖形的研究又缺乏重視,因此,找到適合我國國情的幽默圖形運用策略具有一定的理論和實踐意 義。

【Abstract】 Humor is a kind of the nature of things, the spirit of good people can remove barriers. Humor can help people resolve distress, optimistic face life humor of life sauces, can soothe the soul; humor is interpersonal lubricant, eliminating contradictions, brought sincere and friendly. Advertising with life, is also inseparable from humor. Humorous advertising creative use of the performance practices - funny, jokingly, to be exaggerated and the visual language, in vivid form, vivid colors and dramatic graphic language and visual performance in advertising demand, a soft sell merchandise sales one of the important means to foster the commercialization of the unique brand image, and specific times to integration into popular culture.According to advertising demand means can be divided into rational and emotional demands of advertising demand advertising. Rational demands using a rational persuasion, from the conceptualization, and rational point of inducing consumers to achieve the promotion of sales of wood, also known as persuasive advertising. And sentimental appeals through various means of artistic performance, consumer demand or emotional feelings to advertise their products and to achieve the purpose of promoting sales, but also interested in advertisements or can be called induced advertisements.Humor is emotional advertising demand advertising areas, which refers to the use of people laugh, humorous approach to the art of performance, the audience joy caused by the emotional reaction to convince the effective form of advertising. Such as the use of performance of the comic form to print, plot or a funny comic image of the Television advertisements, all belong to the scope of humorous advertisements.To humorous advertising impressive, it’s performance art forms and methods must be rich and colorful, recruited all kinds. Among them, the use of performance means indispensable. Humor in advertising, the clever use of various performance means, not only can accurately convey goods or services, better able to attract the audience’s attention, thus sparking its Lenovo, the purchase aroused their strong desire to achieve the expected advertising effectiveness. Humorous advertising performance in accordance with the different methods, can be divided into: Legend of metaphor, exaggerations that type of moral pun, homophonic substitute. Humor and graphics performance in accordance with the practices can be divided into: duplicate symbiotic, contradictions space with heterogeneous structure, performance illusion. Humorous advertising art is the use of these means, makes advertising theme more lively, more attractive.Advertising Art and Design at home and abroad in the humorous comparison of the use of vocabulary, that: humorous advertising abroad mostly have humor and image, feelings of the characteristics of domestic humor and often with subtle advertising, and the use of Wenhou done spokesmen Xiaoxing characteristics.Caused over the reasons for these differences are as follows:1. China’s national conditions and factorsDifferent regions, different countries have their long history of the development process. In the long course of historical development, a nation formed its own unique cultural atmosphere and aesthetic psychology, aesthetic manner and hobbies, and therefore among the countries have different cultural traditions, cultural backgrounds, and cultural practices.2. China’s modern advertising industry development factorsWe determine the socialist market economic system after nearly seven or eight years has seen the development of China’s advertising industry running track. However, China’s modern advertising industry, after all, is a young industry, advertising compared with the developed countries, is still relatively stagnant, the level of creativity and technical support uneven development, advertising need to improve operational level, in the course of these developments is not balanced, resulting in some of the more obvious flaws, and many of the gaps to be filled.3. Merchant FactorsIf humorous advertising and product characteristics with inappropriate, because the audience will sense of humor to deliver a product on the offensive flu. Not cut their creativity, as a retreat on with a more insurance approach to the production of advertisements. Therefore, many outstanding advertising creative humor not implemented.4. Legal factorsAs China’s intellectual property protection measures is far from being perfect, the market share of products advertisements deliberately mimic the phenomenon of only minor changes are indeed commonplace. Only a good social atmosphere and legal protection, and China’s humorous advertising will be innovation, Orange, imitating foreign humorous ads from the nightmare. How to design a humorous advertising to China’s national conditions, I think the following is what we should follow the principle: 1. Advertising themes and the use of humor elements: (1) should be integrated with advertising products, in view of the right products, and products vary due to be good at, and closely appealing point for the names and products unique to the consumer impressed; (2) to grasp the elements in place, a successful humorous advertising, it is figures, images, language, the circumstances are very grasp place advertisements, the various elements are indispensable; planned to compact image spokesmen to choose right; (3) humorous advertisements must be subordinated to the overall marketing strategy should be to foster a positive and uplifting commodity image, we must not fall into cliche, artificiality. Advertising should have a subtle humor and profound. In order to be humorous and humor, so that advertising and brand disengage, nor so shallow flow in the open too vulgar. We must be good at capturing the public tours of the United States and psychological and social psychology, the use Xiecou odorant approach to performance theme; (4) Refining advertisement easy to remember, humorous advertising language is the soul of a finishing touch to the role. The title of creative humor and clever advertising language, advertising creative humor is the most important link.2. China’s national conditions and mental grasp on the audience: (1) In order to meet the psychological needs of the audience, not only to break the conventional mode of thinking, but also in accordance with China’s national conditions, cultural background, national habits, aesthetic, psychological, social class, gender-specific, age stage, a careful analysis of the psychological needs of the audience, and they loved to create humorous advertising, consumers can win favor, or else will certainly be excluded; (2) must contain philosophy, and caused consumers thinking, from a purely artistic point of view, humor often beyond the rational study of the general and with the philosophy of thinking. Although humorous advertising profound than the pure art of humor to shallow, but it is no doubt to the effect of the (3) a clearly defined scope, and attention to the disproportionate use of innovative strategies humor, humor and humor can not, but clearly the scope of , measured attention. Do not let the humor dominate the plot to Guonong squeezing out the information should be transmitted. (4) Of course, humorous advertising is a double-edged sword, we should be cautiously uses.The innovation of this paper is to identify contrast humorous graphics vocabulary at home and abroad after use characteristics to identify suitable for China’s national conditions humorous advertising design principles. This expansion of China’s advertising design a new space for our consumers mental clarity, improve sales channels, and promote the level of design, advertising, which is certain to deepen the theoretical significance.