多感官整合设计理念在广告中的应用

莫梅锋

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多感官整合设计理念在广告中的应用
莫梅锋
湖南大学，长沙410082

摘要:

指出了多感官设计是一种新型的设计理念，而目前广告的感官设计多停留在单一感官设计或简单的视听双感官设计层面。剖析了广告中单一感官设计及多感官简单整合设计的缺陷，从而提出了以广告目标层次为导向和以媒介特性为导向的多感官整合设计理念在广告中的应用策略。

关键词: 多感官整合设计广告目标层次媒介特性

DOI：

分类号:J524

基金项目:教育部人文社科项目（11YJC860030）

Application of Multisensory Integrated Design Concept in Advertising

MO Mei-feng

Hunan University，Changsha 410082，China

Abstract:

Multisensory design is a new type design concept.But it almost remained in single sensory design or simple audio-visual dual sensory level.It analyzed the deficiencies of single sensory design and multisensory integrated design in advertising. Finally，it put forward two applicable strategies of multisensory integration design concept in advertising facing for object level and media characteristics.

Key words: multisensory intergraded design advertising target level media characteristics