浅谈广告与色彩.doc

浅谈广告与色彩

摘  要

当今社会，人们与广告的联系日益密切。大到国家经济的发展，小到日常生活，广告在发生作用。人们在购买生活必需品、消费品的时候，一般都会选择那些有广告、有品牌的产品，这就是所谓的广告效益。
而色彩，是广告表现的一个重要因素，广告色彩的功能是向消费者传递某一种商品信息，它与消费者的生理和心理反应密切相关。色彩对商品具有象征意义，它通过独具特色的色彩语言，对商品产生诱导作用。因此在广告设计中必须考虑各种色彩的心理因素，用色彩吸引人们的眼球，从而达到预期效果。色彩在广告作品中发挥着特殊的作用，因此要做好一个广告，我们不仅应了解商品的市场定位、价值取向，更应注重商品中色彩的应用，只有了解色彩的相关知识、处理好广告与色彩的密切关系，才能使我们的生活质量和生活情趣及艺术欣赏性不断上升。

关键词：广告，广告色彩，色彩心理因素，相关知识，密切关系
  
 
I AM SHALLOW TO TALK ADVERTISEMENT AND COLOR

ABSTRACT

Social nowadays, the contact of people and advertisement is increasingly close.The development gone to a nation economy greatly, small arrive daily life, advertise Be taking place a function.People will choose those to have an advertisement, branded product generally and at the time of purchasing the life necessity, consumer goods, this is the so-called advertisement performance.
But color, advertise an expressional important factor, the function which advertises a color is toward the consumer to deliver a certain merchandise information, it and physiology and mental state of the consumer respond closely related.The color has meaning of symbol to the merchandise, it passes only color language of having the special features, producing inducement function to the merchandise.The mental factor therefore had to consider various color in the advertisement the design, use people's eyeball of the color attraction, attain expectation result thus.The color develops a special function in the advertisement the work, so want to work well an advertisement, we not only should understand the market fixed position of merchandise, worth mindset, more should pay attention to the application of color in the merchandise, the related knowledge, processing which only has to understand a color advertises so much and color of near concern, then can make our living quality and life interesting aspect and art appreciate sex rises continuously.

KEY WORDS：Advertise, advertise a color, the color mental factor, related knowledge, near concern

目 录
前 言……………………………………………………………………6
第一章 广告的传承与历史……………………………………………7
1.1 广告的产生…………………………………………………………………7
1.2 广告的定义………………………………………………………………….7
1.3 广告的发展……………………………………………………………………7
第二章 广告设计的构成要素………………………………8
第三章 对色彩的详细分析…………………………………9
3.1  色彩研究的领域及可知性……………………………………………………9
3.2 色彩在广告设计中具的特殊作用…………………………………………10

第四章 广告与印刷色彩的心理效应………………………11
4.1广告色彩……………………………………………………………………11
4.2 印刷色彩……………………………………………………………………11

第五章 广告与色彩…………………………………………14

结论…………………………………………………………15

参考文献……………………………………………………16

致谢…………………………………………………………17