摘要
从科技期刊广告的自身特性出发,分析在广告设计时应着重把握的要点:理性诉求高于感性诉求、风格稳重不宜花哨、特色鲜明且风格统一,避免出现忽视文字编排及字体选择、忽视版面空白以及忽视与广告主的沟通等问题。随着新媒体的不断发展,科技期刊广告可以通过官方微博、微信公众号或APP客户端实现推送。因此,当代科技期刊美编要不断提升自身的美学修养和专业技术水平,设计出令人赏心悦目、集商业价值与美学于一身的广告,实现广告效益的最大化。
Based on the characteristics of sci-tech periodicals＇ advertisements, this paper analyzed the key points of advertisement design, including paying more attention on rational appeal rather than perceptual appeal, preferring stable style rather than fancy, showing characteristic with unified style, avoiding neglecting text layout, font selection, the blank page and communication with advertisers etc. With the development of new media, advertisements of sci-tech periodicals could be pushed by Weibo, public accounts of Wechat or APP Clients. So the art editor of sci-tech periodicals must constantly improve their aesthetic accomplishment and professional skills, in order to design the advertisements with business value and aesthetics, and maximize the effectiveness of advertising.
出处
《农业图书情报学刊》
2015年第9期141-144,共4页
Journal of Library and Information Sciences in Agriculture
关键词
科技期刊
广告设计
理性诉求
新媒体
Sci-tech periodical
Ad design
Rational appeal
New media
