从宜家壁灯广告谈物的感性转移

The Diversion of Sensibility of Social Matters in IKEA Lamp

广告是塑造消费者和商品风格化的重要方式,广告通过挖掘商品的感性因子与受众搭建沟通的桥梁。与此同时,物承载了设计者的情感理念,由原本单调、枯燥的理性存在逐渐转变为富于色彩与变化的感性存在,并以广告为载体向消费者传达着它自身的情感诉求。本文试图从宜家壁灯广告的解析入手,来探讨当今社会的物的感性转移。

The advertisement is an important way to mold the styles of consumers and commodities, which build the bridges between the audience and them through tapping the sensitive elements of the commodities. In the other side, the commodities undertaken the emotional thought of designers could change platitude and boring logos into sensibilities of colors and variations, hence the commodities with this kind of advertisement could convey their emotional expression to consumers. This paper intents to interpret the advertisement of IKEA lamp to research the diversion of sensibility of social matters.