【硕士论文】创意与创异——广告设计中过度创意问题的研究

IAbstractIIAbstractAsanon-neglectphenomenoninadvertisingmarket,exaggeratingdesignofadvertisementnotonlyimpairstheeffectandbenefitofadvertisement,butalsohasilleffectsonsociallevelsuchasethos,morals,socialresponsibilityandaesthetics.Therefore,ratherthanblindlypursuetheinterestsandignoretheilleffectsitgenerates,advertisingdesignneedstoberegulatedbyreasonablestandards.Thepresentpaperattemptstoinvestigatethebadeffectsexaggeratingadvertisementdesigngeneratesandthemainreasonscontributingtothisphenomenon.Thestudysuggestseconomicbenefitsofcreativeadvertisementdesignshouldbeobtainedonthebasisofbringingpositivesocialinfluencesuchassenseofsocialresponsibility,conscience.Proposedmeasuressuchasappropriateorientationofadvertisingdesign,combinationofcommoninterestsandexpressionofpersonality,adoptinghigh-levelartexpression,improvingaestheticabilityandcreatinghealthyadvertisingenvironmentarehopedtobehelpfulforsolvingthisproblem.Keywords:AdvertisingcreativityExcessivecreativityBenefitsofcreativity121·21[M]2003.2842.[M]1997.1://“”1.2.://://://(10)“2008”1110.11.“1312.“13://://“”?[EBOL]://://“”:521;2251995.1119.20.21.22.“”23.,,,24.“”://://”26.://:,28.29.://://://://://[M]2003.92[M]2003.93[M]1984.64.[M]2002.25[M]2003.106[M]2004.117[M]2003.8150[[M]19999.[M]2005.810—[M]199611—[M]199612[M]2008.1613[M]2002.160-16514.[M]2008815[J]2008.1116[J]2008.817[J]2008.1218[EBOL].[EBOL].[EBOL].“”?[EBOL]://