摘要
随着数字技术的迅猛发展，数字插画在广告创意中的应用日益广泛，其独特的视觉表现力和情感传递能力成为现代广告设计的重要组成部分。本研究旨在探讨数字插画在广告创意中的表现技法及其对受众情感的影响，通过分析其艺术特性和技术手段，揭示其在信息传播中的作用机制。研究采用定性与定量相结合的方法，首先通过对经典广告案例的深入剖析，归纳总结出数字插画的主要表现技法，包括风格化处理、动态效果运用以及交互设计等；其次，借助问卷调查和访谈数据，评估不同技法对受众情感体验的具体影响。研究结果表明，数字插画不仅能够以多样化的形式吸引受众注意力，还能通过细腻的情感表达增强广告的说服力和感染力。此外，本研究创新性地提出了“情感共鸣模型”，将数字插画的表现技法与其引发的情感反应系统化关联，为广告创意设计提供了理论支持和技术指导。最终得出结论：数字插画在广告中的应用需兼顾艺术性与功能性，通过精准的技术选择和情感定位，实现更高效的传播效果。这一研究成果对推动数字插画在广告领域的深度应用具有重要意义。
关键词：数字插画；广告创意；情感共鸣模型；表现技法；信息传播
Abstract
With the rapid development of digital technology, digital illustration has been increasingly applied in advertising creativity, and its unique visual expressiveness and emotional transmission capability have become an essential component of modern advertising design. This study aims to explore the expressive techniques of digital illustration in advertising creativity and its impact on audience emotions by analyzing its artistic characteristics and technical means, thereby revealing its mechanism in information dissemination. A combined qualitative and quantitative research method was adopted. First, through an in-depth analysis of classic advertising cases, the main expressive techniques of digital illustration were summarized, including stylized processing, application of dynamic effects, and interactive design. Second, questionnaire surveys and interview data were utilized to evaluate the specific influence of different techniques on audience emotional experiences. The results indicate that digital illustration not only attracts audience attention in diverse forms but also enhances the persuasiveness and感染力of advertisements through refined emotional ex pression. Furthermore, this study innovatively proposes the "emotional resonance model," systematically associating the expressive techniques of digital illustration with their induced emotional responses, providing theoretical support and technical guidance for advertising creative design. It is concluded that the application of digital illustration in advertising should balance artistry and functionality, achieving more efficient communication effects through precise technical selection and emotional positioning. This research finding holds significant implications for promoting the in-depth application of digital illustration in the advertising field.
Keywords：Digital Illustration; Advertising Creativity; Emotional Resonance Model; Representation Techniques; Information Dissemination
目 录
摘要 I
Abstract II
一、绪论 1
(一) 数字插画与广告创意的研究背景 1
(二) 表现技法与情感传递的意义分析 1
(三) 国内外研究现状综述 2
二、数字插画的表现技法分析 2
(一) 视觉元素在数字插画中的应用 2
(二) 色彩语言对表现技法的影响 3
(三) 数字技术在插画创作中的作用 3
三、情感传递在广告创意中的实现路径 4
(一) 情感设计的基本原则与方法 4
(二) 插画风格与目标受众的情感共鸣 5
(三) 故事叙述在情感传递中的重要性 5
四、数字插画在广告创意中的综合应用研究 6
(一) 广告场景中数字插画的创新实践 6
(二) 商业价值与艺术表达的平衡探讨 6
(三) 未来发展趋势与潜在挑战 7
结 论 8
参考文献 9
