【摘要】：讓１０個(gè)具有不同知識(shí)背景和工作經(jīng)驗(yàn)的被試獨(dú)立完成一個(gè)假設(shè)的廣告設(shè)計(jì)任務(wù)，要求在設(shè)計(jì)過(guò)程中大聲報(bào)告他們所想到的內(nèi)容。根據(jù)被試的口語(yǔ)報(bào)告，分析廣告設(shè)計(jì)思維的基本過(guò)程，并探討設(shè)計(jì)者的工作經(jīng)驗(yàn)和知識(shí)背景對(duì)設(shè)計(jì)思維過(guò)程的影響。實(shí)驗(yàn)結(jié)果表明：（１）廣告設(shè)計(jì)活動(dòng)可以看成是一種問(wèn)題解決行為，設(shè)計(jì)要求規(guī)定了問(wèn)題的初始狀態(tài)和目標(biāo)狀態(tài)，設(shè)計(jì)就是經(jīng)過(guò)一系列認(rèn)知操作產(chǎn)生出符合設(shè)計(jì)要求的設(shè)計(jì)結(jié)果；（２）實(shí)際工作中的廣告設(shè)計(jì)過(guò)程包括問(wèn)題理解、整體策劃以及方案構(gòu)思等階段，這種階段性同樣存在于個(gè)體的設(shè)計(jì)思維過(guò)程中；（３）由于工作經(jīng)驗(yàn)和知識(shí)背景不同，不同被試的廣告設(shè)計(jì)思維過(guò)程具有明顯的差異，這些差異體現(xiàn)在使用規(guī)則、理解問(wèn)題以及整體策劃等方面。
[Abstract]:Let 10 subjects with different knowledge and working experience independently complete a hypothetical ad design task and ask them to report what they think out loud during the design process. Based on the oral report of the subjects, this paper analyzes the basic process of advertising design thinking, and probes into the influence of the designer's working experience and knowledge background on the design thinking process. The experimental results show that: (1) Advertising design activities can be regarded as a problem solving behavior, and the design requirements specify the initial state and the target state of the problem. Design is a series of cognitive operations to produce design results that meet the design requirements; (2) the process of advertising design in practice includes the stages of problem understanding, overall planning and scheme design, which also exist in the process of individual design thinking; (3) because of the different working experience and knowledge background, there are obvious differences in the thinking process of advertising design among different subjects, which are reflected in the use of rules, understanding of the problem and overall planning.
【作者單位】： 中國(guó)科學(xué)院心理研究所
【基金】：國(guó)家自然科學(xué)基金
【分類號(hào)】：B845.6

【共引文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 秦宇新;網(wǎng)絡(luò)廣告互動(dòng)傳播與受眾接受關(guān)系研究[D];華中科技大學(xué);2004年

2 張培;晚報(bào)與城市的共生：新世紀(jì)《今晚報(bào)》傳播策略探析[D];天津師范大學(xué);2008年

3 常文慧;媒體如何通過(guò)社會(huì)問(wèn)題報(bào)道調(diào)節(jié)社會(huì)公平心理[D];天津師范大學(xué);2008年

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本文編號(hào)：2338500