| 摘要: |
| 目的 研究文字与图像的形式互动在平面广告创作中的运用，探讨作为固定形制的平面广告作品与受众间形成互动的可能性。方法 通过解构典型平面广告作品中文字本身、文字与图像、文字和图像共构的作品与材质、载体之间的三类形式互动的表现形式，分析形式互动发生的的机理，阐述作品与人形成互动的可能心理倾向，总结归纳平面广告设计中文字与图像的形式互动、平面广告作品与人互动的一般性规律。结论 即使在网络媒体时代，平面广告也完全可以顺应媒体发展趋势，在文字与图像创作过程中，根据现代受众读图、阅读、审美习惯的变化，依靠文字与图像形式互动的方法和规律进行创作。增强受众体验感受，让广告目标人群通过互动参与到广告信息中来，是现代平面广告创作和传播效果优化的重要方向。 |
| 关键词: 平面广告 图像 创作 形式互动 |
| DOI：10.19554/j.cnki.1001-3563.2020.06.042 |
| 分类号:J524 |
| 基金项目:湖南省教育厅科学研究项目（湘教通[2019]90号18A374）；湖南省教育厅普通高校教学改革研究项目（湘教通〔2018〕436号第761号）；湖南省社会科学成果评审委员会项目（湘社评〔2020〕1号XSP20YBZ156） |
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| Application of Formal Interaction in Print Advertisement Creation |
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YAN Hong-hui
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Changsha University, Changsha 410001, China
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| Abstract: |
| This paper studies the application of the form interaction between words and images in the creation of print advertisements, explore the possibility of interaction between the print advertising work as a fixed form and the audience. By deconstructing the three types of forms of expression in typical print advertising works, including the text itself, text and images, text and image co-construction works, materials, and carriers, FOCUS on analyzing the mechanisms by which form interaction occurs, expound the possible psychological tendency of interaction between works and people, summarizes the general rules of the form interaction between text and image, and the interaction between print advertising works and people. Even in the age of Internet media, print advertising can fully adapt to the development trend of the media, during text and image creation, according to the changes of modern audience's habits of reading pictures, reading and aesthetics, rely on the methods and rules of the form interaction between text and image for creation. Enhance audience experience, let the target audience participate in the advertising information through interaction, it is an important direction of modern print advertising creation and communication effect optimization. |
| Key words: print advertisement image creation form interaction |
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