淺談廣告與色彩

摘  要

當(dāng)今社會，人們與廣告的聯(lián)系日益密切。大到國家經(jīng)濟的發(fā)展，小到日常生活，廣告在發(fā)生作用。人們在購買生活必需品、消費品的時候，一般都會選擇那些有廣告、有品牌的產(chǎn)品，這就是所謂的廣告效益。
而色彩，是廣告表現(xiàn)的一個重要因素，廣告色彩的功能是向消費者傳遞某一種商品信息，它與消費者的生理和心理反應(yīng)密切相關(guān)。色彩對商品具有象征意義，它通過獨具特色的色彩語言，對商品產(chǎn)生誘導(dǎo)作用。因此在廣告設(shè)計中必須考慮各種色彩的心理因素，用色彩吸引人們的眼球，從而達(dá)到預(yù)期效果。色彩在廣告作品中發(fā)揮著特殊的作用，因此要做好一個廣告，我們不僅應(yīng)了解商品的市場定位、價值取向，更應(yīng)注重商品中色彩的應(yīng)用，只有了解色彩的相關(guān)知識、處理好廣告與色彩的密切關(guān)系，才能使我們的生活質(zhì)量和生活情趣及藝術(shù)欣賞性不斷上升。

關(guān)鍵詞：廣告，廣告色彩，色彩心理因素，相關(guān)知識，密切關(guān)系
  
 
I AM SHALLOW TO TALK ADVERTISEMENT AND COLOR

ABSTRACT

Social nowadays, the contact of people and advertisement is increasingly close.The development gone to a nation economy greatly, small arrive daily life, advertise Be taking place a function.People will choose those to have an advertisement, branded product generally and at the time of purchasing the life necessity, consumer goods, this is the so-called advertisement performance.
But color, advertise an expressional important factor, the function which advertises a color is toward the consumer to deliver a certain merchandise information, it and physiology and mental state of the consumer respond closely related.The color has meaning of symbol to the merchandise, it passes only color language of having the special features, producing inducement function to the merchandise.The mental factor therefore had to consider various color in the advertisement the design, use people's eyeball of the color attraction, attain expectation result thus.The color develops a special function in the advertisement the work, so want to work well an advertisement, we not only should understand the market fixed position of merchandise, worth mindset, more should pay attention to the application of color in the merchandise, the related knowledge, processing which only has to understand a color advertises so much and color of near concern, then can make our living quality and life interesting aspect and art appreciate sex rises continuously.

KEY WORDS：Advertise, advertise a color, the color mental factor, related knowledge, near concern

目 錄
前 言……………………………………………………………………6
第一章 廣告的傳承與歷史……………………………………………7
1.1 廣告的產(chǎn)生…………………………………………………………………7
1.2 廣告的定義………………………………………………………………….7
1.3 廣告的發(fā)展……………………………………………………………………7
第二章 廣告設(shè)計的構(gòu)成要素………………………………8
第三章 對色彩的詳細(xì)分析…………………………………9
3.1  色彩研究的領(lǐng)域及可知性……………………………………………………9
3.2 色彩在廣告設(shè)計中具的特殊作用…………………………………………10

第四章 廣告與印刷色彩的心理效應(yīng)………………………11
4.1廣告色彩……………………………………………………………………11
4.2 印刷色彩……………………………………………………………………11

第五章 廣告與色彩…………………………………………14

結(jié)論…………………………………………………………15

參考文獻(xiàn)……………………………………………………16

致謝…………………………………………………………17