视频广告中的“多感”视觉表达

“Multi-Sense”Visual Expression in Video Advertisements

在商品视频广告中运用视觉语言进行嗅觉、听觉、味觉、触觉感官的"多感"综合表达,可使观众立体地感受商品的特点和效果。"多感"视觉表达所塑造的立体生动的商品形象能影响观众情绪,使观众对该商品留下深刻的印象,从而产生购买欲望。以魔音耳机、Fage无脂希腊酸奶、三星Note系列手机、Impalpable香水、东芝LED灯泡为例,分析了以不同卖点为定位点的商品视频广告在运用"多感"视觉表达时所使用的视觉语言载体,并分析了其所达到的效果。

＂Multi-sense＂ visual expression in commercial ads could deliver the commodity＇s features and effects by integrally appealing to all kinds of human senses like smelling, hearing, taste and touching. The commodity＇s image produced by this ＂multi-sense＂ visual expression could emotionally influence the audiences by deeply impressing them to arouse their purchasing desires. Examples of visual language delivery of ＂multi-sense＂ commercial ads such as Monster headphone, Fage nonfat Greek yogurt, Samsung mobile phones, Impalpable perfume and Toshiba LED light bulbs were analyzed in the positioning of different selling points with the effects achieved.