摘要
视知觉是认知的起点,用视觉语言说话成为广告创意的重点。在广告创意视觉化的过程中,商品具象以及在具象基础上的变形、象征都成了广告意象的构成手段,广告意象通过其符号化特征传达无限的广告意义。本文通过实例分析广告创意视觉化的现象和构成,阐述广告创意的视觉意象和符号特征。
Sense of vision is a starting point of cognition and visual language is the key of advertisement originality. In the procee of visualized advertisement originality, the commodity embodiment as well as the distortion and symbol has become a way of advertisement image constitution. The advertisement image embodies infinite advertisement connotation through its symbolized characteristics. By using case analysis, this article discusses about the phenomenon and constitution of visualized advertisement originality as well as visual image and symbol characteristics.
出处
《浙江工商职业技术学院学报》
2008年第2期22-23,28,共3页
Journal of Zhejiang Business Technology Institute
关键词
视觉化
意象
具象
符号
visualization
image
embodiment
symbol
