| 张晓宇.平面广告中的声感设计研究[J].包装工程,2019,40(6):80-86. |
| 平面广告中的声感设计研究 |
| Sound Sense Design in Plane Advertisement |
| 投稿时间：2018-11-10 修订日期：2019-03-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.06.015 |
| 中文关键词: 平面广告 声感 设计 |
| 英文关键词: flat advertising sound sense design |
| 基金项目:2016年江西省艺术科学规划资助项目成果（YG2016133）；2014年度江西科技学院教学改革项目成果（JY1413）；江西科技学院“精品建设课程”《图案设计》成果（KC1410） |
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| 中文摘要: |
| 目的 对国内外优秀平面广告案例进行比较与分析，阐述声感设计在平面广告设计中的重要性及应用价值，探讨基于视觉形象基础上强化视听感受的、以声感为主的特殊广告创意形式，使平面广告更具新颖性和感染力。方法 从声感在平面广告中的意义和作用出发，对声感的形成、平面广告设计中的声感来源、声感在平面广告设计中的应用价值、声感与视觉元素的关系、声感表达的方法与契机、平面广告中强化视听感受的手法、声感在平面广告设计中具体的应用方法等方面展开论述。结论 打破平面广告以视觉形象为主的表现手法，通过声感设计强化受众多重感官感受，使广告信息更明确，更具感染力。通过声感设计的研究与实践拓展平面广告创意新思路，为平面广告的相关研究提供理论和实践依据。 |
| 英文摘要: |
| The work aims to analyze and compare the domestic and foreign outstanding graphic advertising cases to set forth the importance and application value of sound sense design in the graphic design, so as to explore the special form of advertising creative visual image strengthening audio-visual experience and taking sound sense as the core based on visual image and make print ads more novelty and appeal. From the significance and function of the sense of voice in print advertisement, the formation of sound sense, sound source in graphic advertisement design, application value of sound sense in plane advertisement, relationship between the sound sense and visual elements, expression method and opportunity of sound sense, method to strengthen the audio-visual experience in advertising practices, specific application method of sound sense in plane advertisement design etc. were discussed. The visual image-based expression of print advertisements is broken, and the audience's multi-sensory feelings are strengthened through sound sense design, so as to make the advertising information clearer and more appealing. Through the research and practice of sound sense design, the new ideas of plane advertising creative have been expanded to provide theoretical and practical basis for the related research of flat advertising. |
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