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商业广告图像中的视觉说服,也就是商业广告图像的表达使观众认同的方式,简单说就是广告图像中的视觉元素如何通过说服消费者,完成其宣传目的。根据消费社会的这些特点,广告图像的运用也逐渐分化为功能性和形象性两种,刚好分别得对应广告作用与消费者心理时,可以分为两种不同的说服路径,即中枢心理路径和边缘心理路径。图像的优势在功能性广告中的优势,表现在宣传新功能和增加吸引力上,是通过对于功能的不同形式描述,使信息接收者理性决定购买的中枢心理路径说服。图像在形象性的广告中迎合消费社会,人们炫耀性消费的心理机制,是通过在图像的深层意义与商品的关联的建立,使消费者在感性层面的形成非逻辑的购买欲望的边缘心理路径说服。
The visual persuasion in commercial advertisement images, that is, the way in which the expression of commercial advertisements makes the viewers identify, simply means that the visual elements in the advertisement images accomplish their propaganda purpose by persuading consumers. According to these characteristics of the consumer society, the use of advertising images has also gradually divided into two kinds of functional and visual. When they correspond to the roles of advertising and consumers, they can be divided into two different persuasive paths, namely, the central psychological path and Edge mental path. The advantages of images in functional advertising are reflected in the promotion of new features and the increase of appeal, through the description of different forms of functions, so that the recipients of information rationally decide to buy the central psychological path to convince. The image appeals to the consumer society in visual advertising, and the psychological mechanism for people to show off sexual consumption is through the establishment of the relationship between the deep meaning of the image and the association of the product, so that consumers form an edge mental path of non-logical purchasing desire on the emotional level. convince.