英国留学生广告学dissertation范文：如何应用幽默广告的分析Humor in advertising communication of import
Using a variety of modern advertising expression and expression, sense of humor is growing, people are not consciously in laughter enhances the product 's identity, the nature of advertising and relax vigilance and exclusion, in a relaxed mood experience. A profound impression. Here , we are on the mechanism of action and humor advertising style characteristics do some sort and induction.
现代广告认为合适而使用多种表现形式和表达手法，幽默感越来越强，许多人在笑声中不自觉地加强了对产品的认相同的感受，而放松了对广告实质的戒惧和摈斥，在轻松舒畅的情绪体验认识中。萌生深刻的印象。下边，我们就对幽默广告的效用机制及风格特点标志做一番梳理和归纳。
One humorous element in the mechanism itself
一幽默元素自身的作用机制
Humor thinking is the mind of the various ideas reflected through agile , putting two or more distinct fusion concept pooled point out where the similarities and harmony of the Department, constitute a lively fun pieces scene, so the humor of thinking will enable people to become accustomed to the ultimate link between things , from another perspective of the world . International Advertising Festival in recent years , those popular and award-winning advertising types are often humorous works . Professionals with someone saying is: " do not pay attention , not surprisingly , do not laugh," seems to be difficult to obtain favor in the international advertising industry , which has become the consensus of many advertising industry . The following mechanisms of action from both sides to explore what kind of humorous ads exactly magic , able to adept in modern advertising .
学者们存在广泛觉得，个体在对某一信息的编码或是译码过程中，往往会对那一些与他当初情怀相完全一样的信息施行优先挑选处置。换句话说，当广告受众心绪欠佳时，驻留留心中的负面信息便会相应的增多，这显然有弊于产品信息的推广。
1 . Mood consistency.
Scholars generally believe that the individual in a particular encoding or decoding process information , often be those with whom he was consistent mood preference information processing . In other words , when your audience feel moody when negative information that resides in the hearts will be a corresponding increase, which is obviously not conducive to the promotion of the product information . Conversely, if they feel good , and perhaps will take the initiative to extract and save a lot of positive information .
Positive mood may also expand their cognitive structures ( such as the promotion of a wider range of stimulus individuals will organize themselves ) , thereby enhancing the integrity and flexibility of thinking , and ultimately facilitate information processing fine . And humorous advertising precisely in line with the aesthetic of the common psychological tendency of consumers , the audience can effectively relieve mental depression , forming a relatively relaxed , harmonious atmosphere, to help the audience effectively and positively identify the product information , memory, choices and decisions . Eventually forming a positive , healthy attitude toward the brand .
2 . Enhanced affinity.
Modern psychology that humor is a special kind of people's psychological adaptation , which is a special kind of mental rational revolt , is a breakthrough formula based mental set . The so-called mind-set type, is that people in the past life experiences and the formation of the surrounding environment, the perception of things is relatively fixed , the evaluation of inertia. Humor can make advertising in the promotional process, the proper transmission of information , like a catalyst to quickly narrow the products and the distance between consumers . Enterprises in the " silent " and effectively enhance the visibility and reputation of their own .
There is a seemingly foreign penguins look like a garbage bin , the above ad is rather original : "I'm hungry , feed me ." A few words, but successfully convey warmth , supplemented cute penguin shape, for advertising a relaxing way to improve the effectiveness of information dissemination .
Two humorous style characteristics of advertising
1 . Exaggerated expression .
Humorous advertising to consumers in order to impress , so often in the slogan and the design of screen performance is quite exaggerated . Through modest exaggeration to strengthen the demands of a particular point , to enlarge, reduce or deformed, the characteristics of things to the extreme , giving numerous wins and simple , smart wonderful feeling, to meet the people 's strong effect significant preferences of dull as unusualness , good transmission of information . Such as the U.S. Hage trousers in the ad text processing on quite exaggerated . A man wearing a starched trousers Hage , hands on his hips proudly standing trial court bench. All the people on the court were the trousers fashion style and exquisite workmanship and attractive , and even judges have forgotten their duties to concentrate on watching the piece trousers. A serious court hearing , and it was interference and interruption, exaggerated to show the product irresistible charm.
2 . Bright picture of novelty .
Humorous ad composition emphasizes crisp and novelty , novel visual effects , so as to achieve the effect of the sound of silence . There are a wildlife protection public service ads, picture a gorilla attentively read the " The People's Republic of China Wildlife Conservation Law" advertising is this: " learn every day self-defense ." Gorilla look serious study highlights the advertising of humor. Adidas advertising images , the warm colors in the background , a pair of feet, ten toes showing ten faces , lifelike toes at this time is not only part of the body , but with a strong vitality and sensibility ten "Children ." Faced with such a comfortable Adidas sneakers , even they also reveal a comfortable smile . The overall atmosphere is warm and screen advertising soft unique shape , I believe that the audience at the same time enjoy the beautiful ad , Adidas will also generate goodwill series of sports products .
3 . Yuyishenke sex .
Subtly humorous elements can guide people to produce the ads "Words in the eyes and ears within the feelings aroused by the table glorious ," the mood , it is often beyond the general rational thinking , to further empower the advertisement of philosophical contemplation .
This is from Illinois crossroads next to the traffic warning signs on the advertising slogan can be seen on billboards wrote: " drive slowly , we 've had a busy , but come ! " Signature foot : " coffin maker ." This ad seems at first glance and the driver has little relationship , but a closer reading to find full meaning. Conveys maintain traffic safety as well as social and moral life, love life consciousness . There is a public service print ads, in black and white background , highlighting the victory and success is a representation of the "V" shaped gestures. A closer look , this so-called "hand" , in fact, old trees , the tree was originally five fingers five branches , three of which have been cut down, the remaining branches will form a "V" shape, advertising word says : "This is not a victory ." bold advertising design was witty , with limited graphics , expressing the infinite meaning, warning people to care for the environment, caring for trees .
4 . Natured sex appeal .
Persuade consumers to buy products advertising the ultimate goal , to be in the process of appeal is imbued with concern for the feelings of the main consumer , kindly communicate product information . Like Thomas Carlisle said " : The real humor from the heart even more than gush gush from the mind , it is not contempt, it 's all about love and be loved to fight ."
There are a DIPLOMA skim milk advertising , and its unique concept cleverly demands gentle and elegant. Titled: "Let them meet it," the text is as follows:
"Dear buttonhole : Hello , I am a button , you do not remember how long we had together ? Although every day to see the ghost of you , but plump belly lie between you and me , like we like Cowherd unfortunate , but to tell you this good news , the owner decided to strongly contributed to our meet, I believe the owner in the consumption of skim milk DIPLOMA later, we may soon forever, never separated . " advertising mildly, kindly suggest belly due to the owner too big to make buttons and buttonholes " cowherd " Tiangeyifang pain , cleverly hinted skim milk diet magical . Dilute the general copywriting highly rational colors , the audience is more easily accepted .
Taiwanese writer Liao Hui-ying worked for a certain brand of maternity authored an ad , which reads as follows: " to come forward and expose the most beautiful women of the curve ." Slogan elegant but without losing its charm , " stand " is pregnant body line drawing . After the word : " the most beautiful woman showing off curve" let the audience start to imagine and recreate themselves , but also in poetic , humorous mood shows the Maternity brand identity .
Three humorous advertising creative strategy to maximize the benefits
Advertising psychologist DavidLewis said: "Humor is used in many fields amazingly Humor is a weapon , advertisers can use it aimed strictly defined population groups and attitudes groups ; because of its universality , can serve as a balm for everybody easy way out . " Mike Colombia · Shi Piman research organizations have conducted a survey on 500 television commercials for research compared , the results show humorous ads more convincing to help improve advertising and consumer the contact rate . This encoding is increasingly becoming the modern product marketing is an effective strategy in the field of commercial advertising a go . However, in the specific sense of humor ad text creation, it is not as simple as easy to imagine , to pay attention to effectively grasp the humorous tips to maximize the benefits of advertising .
1 . Differentiate products , appropriate humor .
Daniel D a famous advertising people have raised , in most cases , humorous advertising applies only to sell inferior goods , say some non- durable consumer goods and natural product comparison demand for humorous advertising promotions, such as food and beverage , travel, sports products , etc.
In addition to the above -mentioned Daniel does not apply to high-end goods such advertisements , but for more serious content or products such as high- rational propaganda says involving corporate image , industrial , banking, life insurance companies and asset -related product advertisements not suitable for the use of witty humor to express . Hong Kong is an insurance company because of improper advertising once drew criticism for the advertisements . Ad, women are to exaggeration and ridicule causes desire to depict a large area occupied brain. The husband becomes only spend money blindly to consumers. The ad for men and women , respectively, the degree of concern of things to do the following categories : a woman were most interested in the family a love one dessert and fashion ; while the men were most interested in is the cause of an investment in a woman a car and politics. This ad take women as the object of ridicule , and perhaps it was trying to please men through such appeals , in order to attract them to buy insurance, but the actual effect is just the opposite . .
2 . The theme of contrast , demands clear .
The ultimate goal of advertising is to increase sales , which is the advertising guru David Ogilvy has championed the view . Import in creative humor , its purpose is to seek the truth through this art means to arouse the audience's attention , so that their side joyful appreciation of advertising, while not consciously acknowledge the advertiser's services or products. It should be noted that the ad must not blunt humor inserted , but to organically combine and products , and highlights the advertising theme . Studies have shown that as long as the use of humor will not get the same effect , those with the product or event there is a direct link of humor than those who showed no link better results . Advertising works with appreciation of the value and artistry are important, but those merely means not an end in itself . More importantly, the product information provided to the audience , in the humor I explained the product 's commitment to stimulate consumer desire to buy, and ultimately make a purchase .
3 . Highlighting the taste, refused to mediocrity .
German phenomenon esthetician Moritz Geiger believes that artistic aesthetic effect can be divided into two levels: the effect of deep and surface effects . Surface effect is part of a reflection of the life instinct areas in order to achieve a similar physiological sexual pleasure for the purpose ; while the art of deep-seated effect, is a character from the depth of the effect attainable happiness. Different general sense of humor funny and noisy , not because of too shallow and the flow in the vulgar. Superlative humorous advertising , is in the audience inadvertently, be interesting language and extraordinary imagination to attract, thereby accepting advertising information. The real humor is not just hilarious , vulgar boring advertising lacks aesthetic value , it may be funny the first time be able to smile, even the second time will make people reluctant to smile, but when people see it again when it will feel very annoying. Good humor ad should pursue interesting things, rather than wanton insult the audience's intelligence , the blind pursuit amused . Superior humor humorous ads should be done without teasing , the proper place to put consumers psychosocial and aesthetic psychology . Must not flow in the kitsch, grandstanding .
4 . Featured media , targeted.
There have been surveys show that the majority of U.S. television advertising industry , print media, radio is more suitable than the use of humor aspirations. Analysis of the media also confirmed this view, humor appeals accounted for 30.6% of all radio advertising , television advertising accounted for 26.22% , while the ratio magazine media only 4.5 %
Of course, these data alone , but can not say in the choice of media humorous advertising the merits , not sure humorous ads on television , radio and the use of effects necessarily stronger than paper media , because this method of investigation is not in itself carried out under strictly controlled conditions . But you can provide us with some valuable information.
In addition , as the network marketing and other emerging media resources have sprung up , many large enterprises have to invest more efforts online advertising , such as Pepsi, Coca-Cola , etc., are continually trying to develop the use of new media to launch its own humorous advertising, of course , the actual effect remains to be watching our progress and study .
"We too need humor , because our lives too tired ," which is humorous advertising in modern society, one of the main popular . Among the many international advertising design , for the use of humor is quite common, it is precisely because the appeal of comic art , the achievements of many companies , and ultimately formed their own brand. Of course, in an increasingly competitive advertising industry , how to be more scientific and effective use of the advertising creative and guide people to humor , is placed in front of us a problem , like a certain celebrity ad says: " won their heart, their purse strings on your fingertips . "
