跨文化背景下商业广告设计的视觉元素关注度研究——以餐饮类平面广告为例

本文以餐饮类平面广告为实验材料,研究了中国和美国被试者对平面广告中的图形、色彩、文字、编排及构图等视觉元素的关注度。本研究从文化认知理论出发,以文化认知差异为前提,探寻了东西方族群对商业广告中出现的视觉信息的不同处理方式。以商业广告中视觉设计的原则为标准,解构了平面广告设计中的视觉构成元素并进行一一比较,得出商业平面广告设计中中美两国被试者的视觉元素关注度差异。最终获取了各种视觉元素的评估结果和相对权重,形成了商业图形广告设计元素关注度的先后顺序。这一实验结果对跨文化认知心理理论在跨国广告设计中的应用有借鉴和启发作用,可以为跨国公司和设计师提供技术指导,设计出更符合消费者需求的商业广告。

Symbol Attention and Cross-cultural Communication——A Case Study of Catering Commercial Graphic Advertising

Taking the catering commercial graphic advertisement as the experimental material,this paper focuses on the Chinese and American subjects’attention to the graphic,color,composition,text and those visual symbols’categories in the advertisement.This study starts from the theory of cultural cognition and takes cultural cognitive differences as the premise.To explore the different ways in which the eastern and western communities deal with the visual information in commercial advertisements.Based on the principles of visual design in commercial advertising,this paper deconstructs the visual symbols in graphic advertising design and compares them one by one,so as to draw the difference of attention to visual symbols between Chinese and American subjects in commercial graphic advertising design.Finally,the evaluation results and relative weight values of various visual elements are obtained to form the priority results of attention of commercial graphic advertising design elements,so as to provide technical guidance for multinational enterprises and designers to design commercial advertisements more in line with consumer needs.The results of this experiment can be used for reference and inspiration in the application of the visual theory of cross-cultural cognition in the design of transnational advertisements.