户外广告的情感化设计表达研究
摘 要：随着社会发展和竞争日趋激烈，户外广告本身情感化属性越来越凸显。基于情感化体验的户外创意广告是品牌与消费者互动的最好的方式，本文尝试分析户外广告的情感化特性，以及从情感化本能层面、行为层面和反思层面探讨如何让户外广告更具情感性色彩，并概括提炼出 “锦上添花”、“点石成金”、“相得益彰”等户外广告情感化设计方法。
关键词：户外广告；情感化设计；设计方法
中图分类号：J524 文献标识码：A
文章编码：1672-7053(2018)02-0064-02
Abstract：With the development of the society and the increasingly fierce competition, the emotional attributes of outdoor advertising are becoming more and more prominent. The emotional experience of the outdoor advertising creative brand is the best way to interact with consumers; this paper attempts to emotional characteristics analysis of outdoor advertising, and from the perspective of instinctive emotion, behavior level and reflective level to explore how to make outdoor advertising more emotional way, and generalizes the design method outdoor advertising emotion.
Key Words：Outdoor advertising; Emotional design; Design method
