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文章提出在信息时代,在经济全球化、国际市场竞争激烈的今天,应该以科学的发展观指导我们的广告设计。提出,从信息论的角度出发,把广告作为信息的载体,视觉元素的差异度是提高广告信息量的重要条件。认为广告创意应该从受众的接受心理出发,使视觉图形易于被受众识别,以克服信息传播中的干扰。从信息编码规则对现代广告创意进行了分析,指出叙事化、系列化和精致化是现代广告设计的发展趋势。
The article puts forward that in the information age, in today’s economic globalization and fierce competition in the international market, we should guide our advertising design with a scientific outlook on development. It is put forward that from the perspective of information theory, using advertisement as the carrier of information, the difference of visual elements is an important condition to increase the amount of advertisement information. Advocates that creative advertising should start from the audience’s psychology of acceptance so that the visual graphics can be easily identified by the audience to overcome the interference in the dissemination of information. From the rules of information coding to the analysis of modern advertising ideas, it is pointed out that narrative, serialization and exquisiteness are the trends of modern advertising design.