“场论”对广告形象确立的指导意义

THE GUIDING SIGNIFICANCE OF "FIELD THEORY" TO THE ESTABLISHING OF ADVERTISEMENT IMAGES

确立商业广告的形象及形式,是商业广告的重要问题之一。它涉及到画面,作者、消费者、商品,市场等诸因素。广告形象及形象形式只有在恰当的处理以上诸因素时才能获得成功。这是一个较复杂的系统工程。本文运用奈温“场论”,试图阐明确立形象过程中诸因素的内在关系及相互联系,指出“场论”对于确立商业广告形象的“逻辑过程”具有指导意义。

Establishing the image and form of images of business advertisement is one of them ain issues of business advertisement. It involves factors such as the general appearance of the picture, the author, the consumer, the commodity, the market and others. The establishment of the image and form of images of advertisement can only be achieved successfully on condition that the relations between these factors are properly dealt with, which is quite a complex 'project'. This article, by applying the 'field theory' of Kurt Lewin, tends to deal with the interrelations of these factors as regards the image establishment, and points out that the 'field theory' is of guiding significance to the 'logical process' of establishing the image of business advertisement.