| 摘要: |
| 结合情感内涵及层次，论述了如何通过性感元素的运用、内涵与形式的设计、负面情感的处理等刺激本能能量，触发消费者感官层面的情感体验，以及如何通过文化符号的植入、参照群体特点的体现等，激发消费者理解层面的情感，使其获取更深层次的情感体验。 |
| 关键词: 消费社会 情感 符号 商业广告 设计 |
| DOI： |
| 分类号:TB472 |
| 基金项目:江苏高校优势学科建设工程资助项目（PAPD） |
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| Discussions on Emotional Design of Commercial Advertisement in Consumer Society |
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ZHANG Yao-yin
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Nanjing University of Technology，Nanjing 210009，China
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| Abstract: |
| Combined with the emotion concept and levels，it discussed on how to stimulate consumers′instinct and trigger the sensory level of their emotional experience by using sexy elements，negative emotion and the moderate use of the unique design of the meaning and form in commercial advertisement design.It also discussed how to stimulate consumers understanding level of emotion by implanted appropriate cultural symbols, so that they can obtain a deeper emotional experience in the interpretation and consumption process. |
| Key words: consumer society emotion symbol commercial advertisement design |
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