摘要
当今社会,越来越多的广告人意识到消费者的接受心理在其广告创作过程中的重要性。本文从广告审美的角度入手,分析了消费者在广告审美中的心理过程,具体分为开始、展开、弥散三个阶段;阐述了广告审美与一般审美的区别,并从外部和内部环境出发论述了消费者广告审美的特征。文章深入探讨了影响消费者广告审美的因素,并从四个方面论述了广告审美的功能。
In the modern society,more and more advertisement agents are aware of the significance of the acceptance mentality of consumers in the course of producing an ad. From the advertisement aesthetics, this thesis makes an analysis on consumers’ aesthetic mentality process of advertisement,which is divided into phases of the beginning, spread and dispersion. It expatiates on the difference between the advertisement aesthetics and the general aesthetics, and also discusses the aesthetic characteristics of adverti...
出处
《浙江工业大学学报（社会科学版）》
2005年第2期228-232,共5页
Journal of Zhejiang University of Technology：Social Sciences
关键词
心理过程
审美特征
影响因素
审美功能
mentality process
aesthetic characteristic
influent factor
aesthetic function.
