广告设计中合理夸张创意的表现形式研究

Study on the Creative Exaggerative Proper forms of expression in Advertisement Design

在当今商业社会中,广告充斥于人们生活的每个角落。夸张是在一般中求新奇变化,寓庄于谐,借助图形、文字、色彩在第一时间抓住消费者心理,鲜明地强调或揭示事物的实质,充分、大胆具有艺术性地阐释广告主题,加强广告作品的视觉效果,加深消费者的印象。文章结合实例对国内外现状进行了解与分析,阐述了广告设计在文化价值观、心理结构、地域环境与人文环境的差异性,以及合理夸张创意的手法在广告设计中运用的重要性。

In today's commercial society,advertisement is full around everywhere in our daily life.Exaggeration is seeking varieties in general changes,and is manifested serious matter through humor.In order to deepened the impression of the consumers, we using graphic,text and color to grasp consumer's psychology in the very first time,not only clearly stressed or reveal the essence of the object,to illustrate the advertising message sufficiently and fearless in a artistic way,but also enhance the visual effect of advertising works.Articles with instances for the understanding and analysis of the status at home or abroad,elaborated on the psychological structure of advertising design in the cultural values,plus the differences between geographical environment and human environment.Last but not least to mention the importance of properly exaggeration that is application in advertising design.