| 摘要: |
| 目的 通过分析场景化思维下广告设计的基本特征，剖析广告信息的传播机制，从而全面理解场景化思维下的广告设计，并为新媒体环境下的广告设计实践提供新的思维框架和方法。方法 先从设计创作的视角，结合广告案例分析场景化思维下的广告设计在设计形式、设计目标和设计方法这3个方面的特征来建立对其基本的认知，然后以广告受众获取信息的角度，从设计作品的场景感知、体验获得、诉求连接这3个方面阐述其广告信息传播机制，从而可更好地理解广告设计中的场景化思维，并获得新的广告设计的路径和方法。结论 场景化思维是1种行之有效的广告设计思维框架，在当下复杂的媒介环境下可以有效地排除信息干扰和受众对于广告的排斥心理，建立广告与受众的有效连接，并最终提高广告效果。 |
| 关键词: 广告设计 场景化思维 体验 传播机制 |
| DOI：10.19554/j.cnki.1001-3563.2022.02.027 |
| 分类号:J524.3 |
| 基金项目: |
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| Characteristics of Advertising Design Based on Scenario Thinking and Its Communication Mechanism |
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LU Pu-ji
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(Tongji University, Shanghai 200092, China)
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| Abstract: |
| The purpose of this paper is to analyze the basic characteristics of advertising design under scenario thinking, analyze the communication mechanism of advertising information, so as to comprehensively understand advertising design under scenario thinking and provide a new thinking framework and method for advertising design practice in the new media environment. First of all, from the perspective of design and creation, combined with advertisement cases, the characteristics of advertisement design under scene thinking in terms of design form, design goal and design method are analyzed, and the basic cognition of advertisement design is established; Then, from the perspective of obtaining information from the advertising audience, and from the three aspects of scene perception, experience acquisition and appeal connection of design works, the advertising information communication mechanism is elaborated, so that the scene-based thinking in advertising design can be better understood and new advertising design paths and methods can be obtained. Therefore, scenari-based thinking is an effective thinking framework for advertising design, which can effectively eliminate the interference of information and the audience's repellent psychology to advertisement, establish an effective connection between advertising and the audience, and ultimately improve the advertising effect in the current complex media environment. |
| Key words: advertising design scenario thinking experiment communication mechanism |
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