基于综合传播模式的“中国梦”平面广告设计策略研究

Design Strategy of “China Dream” Print Advertisement Based on Comprehensive Communication Mode

目的通过对"中国梦"平面广告传播效果的追问,分析各视觉要素在信息编码解码中的特征、属性,探寻新媒体语境下"中国梦"主题平面广告设计的策略与路径。方法以综合传播模式为基础,借助眼动仪观测受众对于"中国梦"平面广告图形、色彩、文字各视觉要素在注视、眼跳、运动的数据,从信源、编码、媒介、解码层面分析广告信息对于受众的影响。结论平面广告中图形有助于"中国梦"语意的生成;色彩属性影响受众对于广告的情感认知;文字对于广告信息的传播将发挥再锚定作用;受众的视觉流程决定了对于信息的关注。最后提出在新媒体语境下平面广告设计必须依据媒介属性强化信息个性化推送、画面动静结合、创意内容体现传统文化与现代文化融合的设计路径。

This paper aims to analyze the characteristics and attributes of visual elements in information coding and decoding, and explore the strategies and methods of the design of “China dream” print advertising in the context of new media. Based on the comprehensive communication mode, this paper used eye tracker to observe the audience’s fixation,saccade and movement data of the visual elements of “China dream” print advertisement graphics, colors and words, and analyzed the influence of advertising information on the audience from the aspects of information source, coding, media and decoding. Graphics in print ads contribute to the semantic generation of “China dream”;color attributes affect the audience’s emotional cognition of advertising;words play are anchoring role in the dissemination of advertising information;the audience’s visual process determines the attention to information. Finally, in the context of new media, print advertising design must be based on the media properties to strengthen the personalized push of information, the combination of dynamic and static pictures, creative content to reflect the integration of traditional culture and modern culture.