CAJ | 학술논문

展示与感染共鸣是商业插图设计中分别侧重于从理性和感性这两个不同的角度向受众传达商业信息的既相异对立又密切关联的一对表现手法。根据插图设计前提的不同，需选择或客观展现，或感染共鸣的不同手法来最大化地传达产品信息。展示手法较为客观、理性，能给人以中肯、可靠的感受；而感染共鸣则从渲染情感的角度，在传达产品性能的同时激发读者对产品浓厚的情感。只有选择得法、应用得当，才能有的放矢、贴切准确且高效地发挥插图在商业广告中举足轻重的作用。
전시여감염공명시상업삽도설계중분별측중우종이성화감성저량개불동적각도향수음전체상업신식적기상이대립우밀절관련적일대표현수법。근거삽도설계전제적불동，수선택혹객관전현，혹감염공명적불동수법래최대화지전체산품신식。전시수법교위객관、이성，능급인이중긍、가고적감수；이감염공명칙종선염정감적각도，재전체산품성능적동시격발독자대산품농후적정감。지유선택득법、응용득당，재능유적방시、첩절준학차고효지발휘삽도재상업엄고중거족경중적작용。
Show and Infection resonance commercial illustra-tion design were focused on two different angles of the rational and emotional business information to convey to the audience both distinct opposition also closely associated with the performance practices. Different according to the illustration design premise, it is required to select or objectively show or infection resonate with various tricks to maximize communicate product information. Exhibition technique is more objective, rational, and give people impartial, reliable feelings. Infection resonance from rendering emotional perspective, strong emo-tions inspire the reader to the product at the same time com- municate product performance. The only choice is successfully implemented properly applying to targetedly, appropriately, ac- curately and effectively playing illustrations pivotal role in the commercial advertising.