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广告创意与广告欣赏的一个关键因素就是要把握好欣赏者与广告作品之间的心理距离:距离太远,让人觉得不可理解;距离太近,又不免让实用、功利的动机压倒美感。所以,设计师既要能够在作品中制造心理距离,还要善于对广告作品进行拉近距离的艺术处理,为更好地理解、欣赏广告提供最佳条件;观赏者也应把握正确的审美距离,从而在广告欣赏中获得美感。
One of the key factors in ad creative and advertisement appreciation is to grasp the psychological distance between the appreciator and the advertisement works: the distance is too far, making people feel incomprehensible; the distance is too close, and it is unavoidable that practical and utilitarian motives overwhelm beauty. Therefore, designers should be able to create psychological distance in the works, but also be good at advertising works close to the art of processing, in order to better understand and enjoy the best advertising conditions; viewers should also grasp the correct aesthetic distance , So as to obtain beauty in advertising appreciation.