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广告的最终目的是促销,广告作品中的色彩不只限于状物、悦目,更要传情。它肩负着表达主体情绪、强化创作宗旨、引起人们的注意、唤起人们的兴趣、令人们有所欲求、有所记忆、引导人们有所行动的任务。传情是让人们在观赏的同时还会产生购买的欲望,读者在对广告所介绍的商品的了解中完成心理对话,看是否可以满足自身的真正需求。要使作品和人更亲近一层,这种亲近的情感是复杂的,理性与感性揉和在一起了,眼前明明是冰冷的作品,此时却给人一种生命的温度感。
The ultimate goal of advertising is promotion, advertising works in the color is not limited to the like, pleasing to the eye, but also to teaser. It shoulders the task of expressing the emotions of the main body, strengthening the purpose of creation, attracting people’s attention, arousing people’s interest, making people desire, remembering and guiding people to act. Teaser is to allow people to watch while also have the desire to buy, readers in the advertising of goods introduced to complete the psychological dialogue, to see whether they can meet their real needs. To make work and people closer to one another, this close emotional complex, rational and sentimental kneading together, the immediate is clearly a cold work, this time it gives a sense of the temperature of life.