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一则艺术广告创意必须发生“导向”作为主导作用,只有“导”的有方,才能最大限度地调动观众的情绪,以促购买欲望。下面,仅就广告创意中“导”的方法和作用,谈几点粗浅看法。一、以幽默“导”;具有趣味性幽默是指一种行为的特性,能够引发喜悦、带来欢乐,或以愉悦的方式使人获得精神上的快感。从效果看,幽默往往三言二语就会妙趣横生,使人忍不住笑起来,同时领略到其中蕴含的智慧和哲理。幽默是情趣和哲理的有机统一。
A creative art must take “leading” as the leading role. Only “guided” and well-intentioned can we maximize the audience’s mood and promote the desire to buy. In the following, I will only talk about the method and effect of “leading” in creative advertising. First, the humorous “guide”; with fun Humor refers to a characteristic of behavior, can lead to joy, bring joy, or pleasure to make people get spiritual pleasure. From the effect of view, the humor is often a few words will be fun, people can not help but laugh, at the same time to appreciate the wisdom and philosophy contained therein. Humor is the organic unity of taste and philosophy.