“水墨广告”概念刍议暨广告效果的实证初探

A Preliminary Discussion on the Concept of Water-ink Advertising and Empirical Studies on Its Effects

近年来,中国传统文化符号和中国元素被广泛借鉴到广告创作中,出现了不少经典之作。但是学界对该趋势的研究明显滞后于业界。通过厘清中国风广告、水墨风广告、中国元素广告等目前被混淆使用的名词,首次提出"水墨广告"概念。水墨广告,即充分运用中国水墨画的艺术特色进行创作的广告,具有明显的水墨画特征,画面协调,所用元素有机浑成而不是违背水墨画艺术特征的简单组合。这与宽泛的中国风等广告类型具有根本差异。水墨广告受水墨画深层艺术机制的影响,而中国风广告依靠传统文化符号产生意义。以水墨广告产品大小感知和购后不协调感两个广告效果为题的实证研究,结果证明,水墨画诸如"三远"、平静、余韵等艺术特色,对广告具有根本性影响。

In recent years,Chinese traditional cultural symbols and Chinese elements have been widely used in advertising,and many classic works have appeared.However,academic research on this trend lags far behind the advertising industry.This paper clarifies the confused terms such as Chinese style advertising,water-ink style advertising and Chinese element advertising,and put forward the concept of"water-ink advertising"for the first time.Water-ink advertising uses fully the art character of Chinese water-ink painting,and then the whole picture has obvious characteristics of water-ink painting,all elements are organically combined,that is different from Chinese style advertising which simply puts images or elements together.Water-ink painting advertising is deeply influenced by the artistic mechanism of water-ink painting,while Chinese style advertising relies on traditional cultural symbols to generate meaning.As an exploratory study,this paper have conducted empirical studies on the products' size perception and postpurchase dissonance of water-ink advertising effects.The results shows that artistic features such as"three far",tranquility and lingering charm of water-ink painting have a fundamental impact on water-ink advertising.