【硕士论文】创意与创异——广告设计中过度创意问题的研究.pdf

摘 要 摘 要 广告设计创意的过度化已成为当今广告市场不可忽略的现象，过度 的广告设计创意不仅影响广告自身的宣传效果与利益，更会引起社会层 面上诸如风气、道德责任、审美趣味等方面的不良效应。广告设计创意 需要受到一定的约束与规范，切不可盲目的追求广告自身的经济利益而 忽略创意所引起的各方面的社会效应。本文通过对广告设计中过度创意 所带来的弊端和产生的原因等问题的研究，提出了创意需要在创造良好 的综合效益基础之上，实现广告的自身利益，同时要以高度的社会责任 感为己任，树立创意良知，引导恰当的创意方向，实现创意共性诉求与 释放个性表达的统一，以高水准的艺术表现来提升创意的审美趣味，营 造良好的广告文化环境等对策，以寻求解决过度创意问题的有效途径， 期望能对当今过度创意的现状有所帮助。 关键词：广告创意 过度创意 创意效益 I Abstract Abstract As a non-neglect phenomenon in advertising market, exaggerating design of advertisement not only impairs the effect and benefit of advertisement, but also has ill effects on social level such as ethos, morals, social responsibility and aesthetics. Therefore, rather than blindly pursue the interests and ignore the ill effects it generates, advertising design needs to be regulated by reasonable standards. The present paper attempts to investigate the bad effects exaggerating advertisement design generates and the main reasons contributing to this phenomenon. The study suggests economic benefits of creative advertisement design should be obtained on the basis of bringing positive social influence such as sense of social responsibility, conscience. Proposed measures such as appropriate orientation of advertising design, combination of common interests and expression of personality, adopting high-level art expression, improving aesthetic ability and creating healthy advertising environment are hoped to be helpful for solving this problem. Keywords: Advertising creativity Excessive