国内广告类期刊封面图像中的视觉思维研究

A Study of Visual Thinking in the Cover Image of Domestic Advertising Periodicals

摘要: 本文以国内广告类期刊为例，对其封面图像进行整理归纳，并从视觉思维的角度入手，以格式塔心理学为基点，试图对读者视觉需求、国内外广告类期刊封面图像及视觉思维对比等方面做出系统的剖析和解读，探讨“读图时代”广告类期刊封面图像的视觉思维特点，提出关于视觉流程遵从、视觉思维阈值把握、触“屏”发展等“封面营销”策略，并做到完整的展现与详实的论述，从而为广告类期刊封面图像的深入研究及发展提出一些可资借鉴的观点。

Abstract: This paper starts from the covers of domestic advertising periodicals as a typical case, and sum-marizes its cover images. From the perspective of visual thinking and gestalt, this paper analyzes the relationship between the main visual elements of the cover image, the reader’s visual needs, the domestic and international advertising journal cover image and visual thinking contrast, dis-cusses visual thinking characteristics of the cover images of the advertising periodicals, puts forward the visual process compliance, the development of touching “screen”, “cover marketing” strategies, and achieves a complete show and detailed exposition, so as to offer some useful ideas for further researches of the advertisement periodicals.