文章摘要
季涛频.品牌广告创意表现中的视触联觉意象及其有效沟通策略[J].包装工程,2012,33(16):36-39.
品牌广告创意表现中的视触联觉意象及其有效沟通策略
The Interconnected Visual and Sensing Image and Its Effective Communicative Strategies in the Creative Presentation of Modern Advertisement
投稿时间:2012-03-27  修订日期:2012-08-20
DOI:
中文关键词: 视触联觉  意象互通  沟通策略
英文关键词: the interconnected visual and sensual images  imagery communication  communication strategy
基金项目:
作者单位
季涛频 华南农业大学珠江学院 广州 510000 
摘要点击次数:
全文下载次数:
中文摘要:
      以联觉现象、 多感官整合理论为启示, 分析了视触联觉意象的沟通特征, 提出在品牌广告创意表现中, 妙用人类的 “五感” 及感觉经验的记忆, 用视触联觉意象与消费者沟通是一种有效的沟通策略, 用个性鲜明的视觉符号提炼品牌核心价值达到 “望梅止渴” 的境界, 才会拨动消费者的心弦, 实现信息的快速传达与有效沟通。
英文摘要:
      Taking the interconnected and multi-sense integration theory as inspiration, it analyzed the communication features of the interconnected visual and sensual images in the creative representation of advertisement. Using the interconnected and multi-sense integration theory to communiate with consumer is an effective communication strategy to employ “five senses” and memory of sensing experience. it works wonder for people to make use of the interconnected visual and sensual images to communicate with the consumers. Besides, individual identified visual signs are capable of foregrounding the core value of products so as to achieve effective communication.
查看全文   查看/发表评论  下载PDF阅读器
关闭

关于我们 | 联系我们 | 投诉建议 | 隐私保护

您是第19589885位访问者    渝ICP备15012534号-4

版权所有:《包装工程》编辑部 2014 All Rights Reserved

邮编:400039 电话:023—68792836传真:023—68792396 Email: designartj@126.com

    

  
 

渝公网安备 50010702501717号