【作者】 成云波；

【导师】 吴尚君；

【作者基本信息】 湖南师范大学 ， 课程与教学论， 2004， 硕士

【摘要】 设计是一门实践性很强的学科，设计学科在我国还是一个薄弱环节，而设计师们设计的作品更多的是注重设计产品的结构，材料等实用价值，较少的设计从人文精神、人性、情感等方面来表现。本课题的研究，尤其在现代商业社会对设计思维的纵横深入，对设计以人为本、感染人、情感需求，从而使设计产品(作品)与广大受众的思想(也就是消费者)产生共鸣。 设计师们在产品设计活动中将人性的设计思想进行实践，一方面表现在商品广告中，另一方面设计师在商业广告中将人性情感融于商品广告设计理念中，在电视广告方面(儿童产品、女性产品、生活用品等生活领域用人性情感的角度来表达的较多)。 而在现代商业广告中情感表现是，设计师从研究商品的特点和消费者的心理出发，运用幽默、趣味、夸张、抒情等创作手法进行广告设计，寻求最能够引发消费者情感共鸣的触发点，从而促使消费者在动情之中接受广告。然而是不是所有的情感表现都能获得正面的效果呢?回答是否定的!本文企图通过对现代商业广告中情感表现的形成、类型、特点、表现手法、传播以及它的正负效应等多方面的分析，提出一些见解，使其对商业广告中的情感表现起到某些指导作用，也由此拓展情感表现在商业广告中的运用。更多还原

【Abstract】 design is a strongly practical discipline, but still undeveloped in our country. The works which the designers design pay more attention to design the structure of the products, practical value of material, less on the aspects of humane spirit , human nature , emotion and so on. The research of this subject, especially on the deepenning the thought of the design vertically and horizontally in the modern business society.The designers put the design philosophy of the human nature into practice in the product design activity. On one hand it is displayed in the advertisement of goods, on the other hand the designer puts the human nature emotion in the concept of advertisement design in the commercial advertisement, (about the life field such as children products , women products , articles for daily use , it is expressed more from the emotion of human nature) in television advertisement.For expressing the emotion in the modern commercial advertisement, the designer sets out with studying the characteristic of the goods and consumers’ psychology and carry on the advertisement design using the humour, interesting , overstates , lyrical etc, seeking those that can cause thetouching off and clicking of consumer’ s emotion most , thus impel consumers to accept the advertisement. However, whether could all the expression of emotion achieve positive affections or not? The answer is no! it tries to give some indirections for the expression of emotion in the commercial advertisements by the way of analysis for the formation, types, characters , expression methods, communication and it’ s positive and negative effects in this paper. And it extends the application of emotional expression in commercial advertisement.更多还原