摘要
目的研究现代广告创意中的欲望表现。方法以广告能制造和刺激欲望为启示,分析了现代消费社会中人们欲望形成的原因,探讨了现代广告创意中的欲望表现形态、表现特征和表现手法。结论提出了在现代广告创意中要引导和提醒人们树立正确的消费观念和消费态度,理性地进行消费。
Objective Research on the desire performance in modem advertising creative. Methods Taking the advertising which can create and stimulate desire for enlightenment, it analyzed the reasons people＇ s desire to form the modem consumer society, discussed the desires in the form, feature and technique of expression in modem advertising creative. Conclusion It put forward modem advertisement creative should guide and remind people to establish a correct concept of consumption and consumer attitudes, consumer rational.
出处
《包装工程》
CAS
CSCD
北大核心
2014年第12期15-18,共4页
Packaging Engineering
关键词
广告
创意
欲望
表现
advertising
creative
desire
performance
