| 试论平面广告创作与五W模式 |
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| 引用本文： | 张伟博.试论平面广告创作与五W模式[J].江苏经贸职业技术学院学报,2007(2). |
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| 作者姓名： | 张伟博 |
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| 作者单位： | 厦门大学,新闻传播系,福建,厦门,361005 |
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| 摘 要： | 平面广告的创作工作,已越来越多地被人们所关注、研究。但很多人的研究都仅仅局限在广告作品本身,从广告作品的图形、创意、色彩、符号等角度进行研究,而没有很好地把握广告的本质——一种带有特定目的的信息传播活动。我们应该更多地从信息传播的角度看待广告,从广告本身与广告媒体本身出发,对广告活动进行研究,用传播活动最基本的要素——五W模式来指导平面广告的创作工作。
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| 关 键 词： | 平面广告 创作 广告媒体 五W模式 信息传播 |
The Creation of Print Advertisements and the Model of 5W |
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| Authors: | ZHANG Wei-bo |
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| Abstract: | The creation of print advertisements is becoming a matter of concern for more and more people.And many studies have been carried out on this field.But most of these studies are limited to the advertising works itself,especially its figure,originality,color,symbol and so on.In fact,these studies haven't grasped accurately the nature of advertisement,which is one of information communication movements for a particular purpose.So we should look at this problem in information communication context,and study advertising movements proceeding from advertisement and advertising media.More importantly,we should use the model of 5 W which is one of basic principles of communication movement to guide the creation of print advertisements |
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| Keywords: | print advertisements creation advertising media the model of 5W information communication |
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