摘要
广告创意是思想的天马行空,但是好的广告有一些共同的特征,掌握好广告普遍遵循的原则有助于广告创意水平的提高。自然原则是诸多创意原则中的一种,指的是发掘创意对象中的自然元素,从对象物中的自然形态、属性或特性中抽取新的视觉意义,同时运用最自然的形式将广告信息呈现出来。本文拟从五个方面阐述自然原则在广告创意中的运用,包括直接从物象的自然形态中寻找新的意义、对自然物象进行适当配置和重组以获取新的意义、对自然图景进行意义加工、依照事物的自然属性或特征进行价值附加、运用文字、图景或声音激起接收者的自然感觉、情感或体验。
Advertising originality is a powerful and unconstrained style of thought.However,good advertisements have something in common,and it does good to improving the creativity to grasp the general principles of the good advertisements.The natural principle is one of the many creative principles,which mainly refers to exploring the natural elements,extracting new visual significance from the natural shape,object features or characteristics of creative objects,and presenting advertising information by means of the most natural method.This article intends to expound natural principles in the use of advertising creativity from five aspects： finding a new meaning directly from the natural form of an object;obtaining a new meaning through proper configuration and restructuring of a natural object;processing the meaning of natural landscape;adding the value according to the natural features or characteristics;and arousing receiver＇s natural feeling,emotion or experience with words,pictures or voice.
出处
《湖北第二师范学院学报》
2011年第5期129-132,共4页
Journal of Hubei University of Education
关键词
广告创意
自然原则
意义
运用
advertising originality
natural principle
significance
application
