摘要
社会交换理论主要研究社会微观与宏观互动中的利益交换关系。广告公司设计人员与所服务客户的交往过程和沟通关系是典型的社会交换关系,双方沟通的效果直接影响设计最终的确认和实施。本文将社会交换理论应用于广告设计的沟通实践,借鉴人际沟通中口语交流的特点,探求设计师与客户的沟通策略,从而推进交换目标的最终完成。
Social exchange theory mainly study the exchange of interests in social microcosmic and macroscopic interaction.The communication process and communication relationship between designers and their customers are typical social exchange process and relationship.The effect of communication between two sides directly affects the final confirmation and implementation of the design.This article applies the social exchange theory to the communication practice of advertisement design,draw on the characteristics of oral communication in interpersonal communication,and explore the communication strategy between the designer and the customer,so as to promote the final completion of the exchange target.
作者
吕炜
LV Wei(Shaanxi Youth Vocational college Xi'an710068,China)
出处
《陕西青年职业学院学报》
2018年第4期13-16,共4页
Journal of Shaanxi Youth Vocational College
基金
中国职业技术教育学会科研课题"基于核心素养的高职设计类专业"口语沟通"课程教学改革的研究与实践"(课题编号:1710709)阶段性研究成果
关键词
社会交换理论
广告设计
沟通研究
Social Exchange Theory
Advertisement Design
Design Communication
