商業(yè)性網(wǎng)絡(luò)傳媒廣告的情感化設(shè)計
發(fā)布時間：2019-01-02 14:23
【摘要】： 情感化設(shè)計是現(xiàn)代廣告設(shè)計要素的重要內(nèi)容,也是未來廣告設(shè)計的發(fā)展方向。隨著大眾消費觀念的日益多元化,廣告行業(yè)在全球范圍內(nèi)都呈現(xiàn)出越來越注重情感化設(shè)計的趨勢。因此,本文的創(chuàng)新點在于:明確地從營銷學、社會文化學、心理學三個角度較為系統(tǒng)地 論證了在未來的商業(yè)性網(wǎng)絡(luò)傳媒廣告制作過程中植入情感化設(shè)計的必要性和必然性,并運用邏輯推理、實例講解和案例分析相結(jié)合的方法加以闡釋。首先,情感化設(shè)計有助于企業(yè)更好地實施“以顧客為中心”的營銷策略。如今,網(wǎng)絡(luò)營銷業(yè)已成為商家掌握市場資源的最重要的手段之一,而采用情感化設(shè)計理念創(chuàng)作的網(wǎng)絡(luò)廣告則可以促使企業(yè)的營銷品牌迅速深入人心,博得消費者的喜愛和信任。第二,情感化設(shè)計有助于商家通過網(wǎng)絡(luò)廣告與受眾形成有效的文化溝通。社會文化是人類特有的財富,它以文化價值觀為核心內(nèi)容、以語言獨特性為具體內(nèi)容、以文化差異性為主要特色。情感化設(shè)計能夠使商業(yè)性網(wǎng)絡(luò)傳媒廣告更好地依托各種文化意象、調(diào)動受眾的文化心理,找到產(chǎn)品與社會文化之間契合點,從而取得良好的經(jīng)濟效益與社會效益。第三,情感化設(shè)計有助于滿足消費者的各種心理需求并激發(fā)他們的購買欲望。從消費者接觸廣告后的一般購買行為分析,主要是一個由“認知商品——需求商品——喜愛商品”的漸進式過程,其中蘊含了豐富的認知心理學、需求心理學和設(shè)計心理學的動因。而情感化設(shè)計在“以情動人”、強化認知的基礎(chǔ)上,還能夠利用“傳情溝通”來捕捉消費者的需求信息,并最終通過“寓意于情”讓消費者把對商品的喜愛變成本能、變成行為、變成習慣。 總之,上述三個探索角度將在網(wǎng)絡(luò)廣告的情感化設(shè)計研究領(lǐng)域中發(fā)揮積極的導向功能,因為無論是制定企業(yè)的營銷策略,還是樹立企業(yè)的社會形象,抑或是把握受眾的心理動態(tài),都需要緊緊抓住消費者的情感。顯然,廣告只有做到“感乎人心”才能獲得良好的宣傳效果,企業(yè)只有學會“取悅于民”才能在激烈的市場競爭中平穩(wěn)立足。
[Abstract]:Emotional design is an important content of modern advertising design elements, but also the development direction of advertising design in the future. With the increasing diversity of public consumption concepts, advertising industry in the global scope has shown a growing focus on emotional design trend. Therefore, the innovation of this paper is: clearly from marketing, social culturology, This paper systematically demonstrates the necessity and inevitability of inserting emotional design in the production process of future commercial online media advertisement from three angles of psychology, and uses logical reasoning. The method of example explanation and case analysis is explained. First of all, emotional design helps enterprises implement customer-centered marketing strategy better. Nowadays, network marketing has become one of the most important means for merchants to grasp the market resources, and the network advertisement created with emotional design idea can make the marketing brand of enterprises gain popularity quickly and win the love and trust of consumers. Second, emotional design helps merchants to form effective cultural communication with the audience through online advertising. Social culture is the unique wealth of mankind. It takes cultural values as its core content, language uniqueness as its specific content, and cultural differences as its main characteristics. The emotional design can make the commercial network media advertisement better rely on various cultural images, mobilize the cultural psychology of the audience, and find the point of convergence between the product and the social culture, so as to obtain good economic and social benefits. Third, emotional design helps consumers to meet their psychological needs and stimulate their desire to buy. The analysis of the general purchasing behavior of consumers after they come into contact with advertisements is mainly a gradual process of "cognitive goods-demand goods-like goods", which contains rich cognitive psychology. The motivation of demand psychology and design psychology. On the basis of "moving with emotion" and strengthening cognition, emotional design can also use "emotional communication" to capture the information of consumers' needs, and ultimately let consumers turn their love of goods into instinct through "moral in emotion". Become an act, become a habit. In a word, the above three exploring angles will play an active guiding role in the field of emotional design research of online advertising, because whether it is to formulate the marketing strategy of the enterprise or to establish the social image of the enterprise, Or to grasp the psychological dynamics of the audience, they need to grasp the consumer's feelings. Obviously, advertising can only achieve "feeling people" to get good publicity effect, enterprises can only learn to "please the people" in the fierce market competition.
【學位授予單位】：青島科技大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F713.8
本文編號：2398609
[Abstract]:Emotional design is an important content of modern advertising design elements, but also the development direction of advertising design in the future. With the increasing diversity of public consumption concepts, advertising industry in the global scope has shown a growing focus on emotional design trend. Therefore, the innovation of this paper is: clearly from marketing, social culturology, This paper systematically demonstrates the necessity and inevitability of inserting emotional design in the production process of future commercial online media advertisement from three angles of psychology, and uses logical reasoning. The method of example explanation and case analysis is explained. First of all, emotional design helps enterprises implement customer-centered marketing strategy better. Nowadays, network marketing has become one of the most important means for merchants to grasp the market resources, and the network advertisement created with emotional design idea can make the marketing brand of enterprises gain popularity quickly and win the love and trust of consumers. Second, emotional design helps merchants to form effective cultural communication with the audience through online advertising. Social culture is the unique wealth of mankind. It takes cultural values as its core content, language uniqueness as its specific content, and cultural differences as its main characteristics. The emotional design can make the commercial network media advertisement better rely on various cultural images, mobilize the cultural psychology of the audience, and find the point of convergence between the product and the social culture, so as to obtain good economic and social benefits. Third, emotional design helps consumers to meet their psychological needs and stimulate their desire to buy. The analysis of the general purchasing behavior of consumers after they come into contact with advertisements is mainly a gradual process of "cognitive goods-demand goods-like goods", which contains rich cognitive psychology. The motivation of demand psychology and design psychology. On the basis of "moving with emotion" and strengthening cognition, emotional design can also use "emotional communication" to capture the information of consumers' needs, and ultimately let consumers turn their love of goods into instinct through "moral in emotion". Become an act, become a habit. In a word, the above three exploring angles will play an active guiding role in the field of emotional design research of online advertising, because whether it is to formulate the marketing strategy of the enterprise or to establish the social image of the enterprise, Or to grasp the psychological dynamics of the audience, they need to grasp the consumer's feelings. Obviously, advertising can only achieve "feeling people" to get good publicity effect, enterprises can only learn to "please the people" in the fierce market competition.
【學位授予單位】：青島科技大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F713.8
【引證文獻】
相關(guān)碩士學位論文 前1條
1 孫傳國;當代商業(yè)標志中的人性化設(shè)計研究[D];西北大學;2012年
，本文編號：2398609
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