负性情绪在商业广告设计中的应用研究

Research on Application of Negative Emotionsin Design of Commercial Advertisements

以研究负性情绪在商业广告中的设计表现方法和应用效果为目的。论述商业广告的发展现状、负性情绪的基本性质及其驱动作用等概念,并通过引用和分析相关优秀广告实例,归纳出“直观陈述、幻想情节、诱发心境”三种负性情绪商业广告的创意方法,等。总结出了负性情绪广告在增强动机力量和加深有效记忆方面的心理功效。

For the purpose of research on the expressions and applications of negative emotion in the design of commercial advertisements.The development status,basic nature of negative emotion and the concept of driving function and so onare discussed herein and the originative methods of“perceptual intuition narration,fantasy plot and inducing mood”negative emotions in commercial advertisement are summarized.The summary indicated the intensified motivation of advertisement with negative emotions and psychological effects on consolidating the effective memory.