浅谈流行元素在广告中的表现形式及作用
摘要：广告，它的终极目的是促成目标消费者的购买行为。然而我们如果要达到这个目的，往往需要借助消费者所能接受的观念来展开设计工作。流行文化是连接消费者和广告的线。由此，广告无时无刻不在追逐着生活中的流行趋势，以便从内容、形式、风格诸方面契合当时目标群体的价值取向、关注热点、心理动向，从而达到广告的终极目的。从这个意义上说，流行文化影响并引导着广告。然而流行文化则有流行元素来体现。本文重点分析流行元素在广告中表现形式的应用达到的效果，以及流行元素通过广告而使受众对商品所起的延续性的影响作用。并从中总结出流行元素存在的意义以及流行元素在广告设计中的重要地位。
关键词 ：流行元素；广告；表现形式；
Talking about the popular element in advertising in the form and function of
Abstract: Advertising, it is the ultimate purpose of the target consumers buying behavior to. But if we are to achieve this goal, often turn to what consumers can accept on the idea of design work. Popular culture is to connect the line advertisers and consumers. Therefore, advertising ever-present chasing in the life of the popular trend, so that from the content, the form, the style with the target was group orientation, focuses on hot, mental trends in order to achieve the ultimate purpose of advertising. In this sense, popular culture influence and directs the advertising. However popular culture is a popular element to reflect. This article mainly analyzes popular elements in advertising form of application to effect, and popular elements through advertising and make the audience of goods on the influence of the continuity of the role. And tally up the popular element is the meaning of existence and popular elements in the important position of advertisement design.
Key words: Popular element, plane advertisement, form, marketing
目 录
Abstract and Key Words……………………………………. II
二、广告中流行元素的基本情况概述及其涉及范围………………… 2
三、流行元素在广告中的影响作用…………………………….. 4
四、流行元素在广告中效果及意义…………………………….. 7
（一）设计上重视与流行元素组合而引起的创意与整体视觉效果….. 8
（二）注重因流行元素引起的受众分类的情感体验与心理程受度….. 8
（三）不同的流行元素和平面广告的不同媒介相组合的关系……… 8
五、流行元素在广告运作中的具体运用策略……………………… 9
