摘要
以联觉现象、多感官整合理论为启示,分析了视触联觉意象的沟通特征,提出在品牌广告创意表现中,妙用人类的"五感"及感觉经验的记忆,用视触联觉意象与消费者沟通是一种有效的沟通策略,用个性鲜明的视觉符号提炼品牌核心价值达到"望梅止渴"的境界,才会拨动消费者的心弦,实现信息的快速传达与有效沟通。
Taking the interconnected and multi-sense integration theory as inspiration, it analyzed the communication features of the interconnected visual and sensual images in the creative representation of advertisement. Using the interconnected and multi-sense integration theory to communiate with consumer is an effective communication strategy to employ ＂five senses＂ and memory of sensing experience, it works wonder for people to make use of the interconnected visual and sensual images to communicate with the consumers. Besides, individual identified visual signs are capable of foregrounding the core value of products so as to achieve effective communication.
出处
《包装工程》
CAS
CSCD
北大核心
2012年第16期36-39,共4页
Packaging Engineering
关键词
视触联觉
意象互通
沟通策略
the interconnected visual and sensual images
imagery communication
communication strategy
