二十一世纪以来,现代社会节奏加快,信息量超乎寻常,广告作为一种强而有力的宣传方式深刻地影响着我们的生活,审美和消费。由于现代广告信息量越来越多,对广告受众的注意的争夺也越来越激烈,人们每天都会被许许多多各种各样的广告所包围。如果广告的创意及其传播方式缺乏表现力,那么,将不会引起关注,更不可能给企业带来什么效益。出色的广告总会给人耳目一新的感觉,赋予产品无限的活力。正如可口可乐的广告一样,近百年来,不断推陈出新,不断注入新的创造力,成为人们心中永远的可口可乐。同时,广告位消费者提供了消费指导,通过广告消费者可以选择自己所需的各种生活用品,这些都是借助广告所提供的信息进行的选择。广告还有一项重要的功能,就是刺激消费者的个人消费。广告的连续出现,就是对消费者的消费兴趣与物质欲求进行不断地刺激,从而引起消费者的购买欲望,进而促成其购买行为。在现代强大的媒体宣传背景下,广告业迅猛发展,成为重要的宣传力量。无论我们看电视节目,到电影院看电影,还是在网上冲浪,都能看到广告。由于现代广告信息越来越多,对广告受众的注意的争夺也越来越激烈。每个人每天会被许许多多各种各样的广告所包围,而有意识注意到,并进入头脑中的广告只有十几个。只有进入意识层面的广告才是有价值的,能够影响到消费者的。现代广告已是人们生活中衣食住行的一个重要影响因素,大家在购买生活品,消费品的时候,一般的都会选择那些有广告,有品牌的产品,这些产品让消费者感到有保证,质量可靠。因此,广告必须将产品和市场,消费者心理结合起来,才能更好地达到广告宣传的目的。今天的广告业试图使物的消费变成感觉的消费,即生活方式与生活态度的消费。广告无可置疑地引领着消费文化,各种品牌产品的象征意义与符号价值往往超过了实物的使用价值。人们在各种虚幻形象中,为欲望找到了依托和归宿,并将之置换到无穷无尽的消费行为中。本选题旨在从广告创意角度出发研究消费者在什么样动机的驱动下购买商品的,然后探索针对这种购买动机如何引发设计创意,挖掘潜在购买者。并促进广告的艺术性和娱乐性,满足消费者心理上的审美需要,众多广告活动表明,只有具有极强的艺术和表现力的广告才比较容易引起消费者的注意和兴趣,起到引导消费的作用。在做课题研究之前,我本着严谨的态度查阅了古今中外很多有关于广告创意设计、广告目标市场分析、消费者心理的文献资料,对比了不同时代的广告设计中不同的创意手法的表现,同时也通过对于广告发展历程的分析,解读现代广告设计中创意的表现对消费者的影响。在我们掌握了大量准备的理论依据后,结合着时代的发展背景,真正做到理论与实践相结合,透析广告创意设计在市场中体现的价值。在商业广告创意过程中需要考虑的因素很多,而其中对于消费者心理的研究和分析显得尤为重要。只有了解消费者的消费心理,才能采用切实可行的方法和策略进行有针对性的广告活动,并且在广告活动过程中使消费者对商品产生注意、唤起兴趣、加深记忆,在激发购买欲望的同时促使消费者从速采取购买行动。在购买过程中,广告会针对不同消费群体的受教育的程度、社会层次分别进行劝说与导向。因此,在广告设计中对消费者心理的研究将是一项长期的工作。消费者做出购买商品这一行动,不仅是一个心理过程,也是一个思维过程,是经过认识与思考后的一个理智行动。那么,消费者在购买商品前,是如何思考和认识商品的?这其中有什么规律?下文的论述将做出进一步的回答。我也希望本文中所提出的有关于创意设计中创新的设计要素,以及对消费者购买动机的引发能够为喜欢平面广告设计的朋友们提供一些参考。在今后的研究道路上,我会一如既往的保持着对平面广告设计的热爱之情,孜孜不倦研究平面广告设计中的创新思维表现方式,设计出清晰、结构得当、能够打动人心的平面广告设计,用创意来打破读者视觉上的“恒常性”,寓情于景,情景交融,努力使设计与消费者情感相结合,满足消费者日益增长的精神世界和视觉审美意识。
The twenty-first century, accelerate the pace of modern society, extraordinary amount of information, advertising as apowerful form of publicity a profound impact on our lives, aesthetic and consumption. As modern advertising information, more and more attention on your audience more and more intense competition, it will be many a day surrounded by all kinds of advertisements. If the ad and its mode of transmission of the lack of creative expression, then, will not be a cause for concern, not to bring any benefits to the enterprise.Advertising Federation of outstanding giving a fresh feel, to give products unlimited vitality. As Coca-Cola’s advertising, the last century, continues to introduce new and constantly inject new creativity, as Coca-Cola people’s minds forever. At the same time, advertising a consumer guide consumers through advertising that consumers can choose their desired lifestyle items, which are provided with advertising information choices. There is another important function of advertising is to stimulate the consumer’s personal consumption. Consecutive advertisements, is on the consumer’s interest and desire to continue to stimulate the material, which led to the desire of consumers to buy, thus contributing to its purchase.Powerful media in the modern context of the rapid development of the advertising industry, has become an important promotional power. Whether we watch television, to the movies or surf the Internet, can see the ads. As more and more information of modern advertising, the advertising competition for the audience’s attention more and more intense. As more and more information of modern advertising, the advertising competition for the audience’s attention more and more intense.Every day each person will be surrounded by many kinds of advertising, but a conscious note, and enter the minds of advertising are only a dozen.Only enter the consciousness of advertising is valuable, can affect the consumer.People of modern advertising is an important basic necessities of life factors, we live in the purchase of goods, consumer goods, the general’s will choose those with advertising, brand of products that allow consumers to feel assured, reliable quality.Therefore, advertising must be products and markets, consumer psychology combine in order to better achieve the purpose of advertising. The topics to study from a creative point of view what consumers buy goods, driven by motives, and then explore the motivation for such purchases raised design creativity, and tap the potential buyers.And to promote the art of advertising and entertainment, to meet the aesthetic needs of consumers psychologically, many advertising campaigns that only a strong expression of art and advertising much more easily aroused the attention and interest of consumers, play a consumer guide effect.Before doing research, I reviewed in a rigorous manner at all times a lot about creative design, advertising target market analysis, consumer psychology literature, comparing the different times of the advertising practices in different creative expression but also through the analysis of the advertising development process, the design of modern advertising creative interpretation of the performance impact on consumers. In our hands a lot to prepare the theoretical basis, the combination of the development background of the times, truly the combination of theory and practice, dialysis, creative design embodied in the market value. Creative process in business are many factors to consider, and one for research and analysis of consumer psychology is very important. Only by understanding the consumer psychology to practical methods and strategies used for targeted advertising campaign, and in the campaign process, to produce consumer goods attention, arouse interest, enhance memory, stimulate the desire to buy at the same time to take expeditious action to encourage consumers to buy. In the purchase process, the ads for different
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作者：钟铃铃&&年度：2007
作者：刘亚坤&&年度：2011
作者：徐明君&&年度：2011
作者：吴文婷&&年度：2011
作者：刘飞翼&&年度：2011
作者：赵卿&&年度：2011
作者：康立超&&年度：2009
作者：于钦密&&年度：2011
作者：闫琰&&年度：2007
作者：付帆&&年度：2008广告作为一种视觉传达设计的形式，在现代商业社会中受到人们广泛的注意和重视，学术界对广告学的研究已经较为完善，从心理学、营销学、美学、管理学、文化学、视觉传达等各角度入手，建立了较庞大的研究体系。服饰平面广告作为这一体系的一个分支，从上个世纪八、九十年代我国服装业兴起开始，已成为促进销售的重要手段而起到举足轻重的作用。本人通过大量的文献资料阅读和大量广告作品分析后发现，相对于较成熟的广告学理论体系来说，国内对于服饰平面广告的研究明显不足。同时，通过与国内外服饰广告的比较，发现在形式、内容，特别是创意上，国内的作品存在较为明显的差距。尽管差距的根源不能简单概括为某一方面，但创意是广告的灵魂，是根本，特别是在服饰平面广告这种最容易同质化的广告形式中，创意尤显重要。因此，本文将服饰平面广告创意问题作为研究的中心内容。 本文对服饰平面广告创意问题，分五部分加以论述。第一章为概述，主要介绍了国内外服饰平面广告的发展现状，并指出问题所在，得出本课题研究的必要性和迫切性；第二章明确了本文的研究视角——创意，借鉴广告创意基本理论对服饰平面广告的创意进行多层次论述；第三章承上启下，从符号学的角度进一步论证服饰平面广告的“...
The advertisement took one kind of visual transmission design the form, receives the people widespread attention in the modern commercial society and takes, The academic circles already was perfect to the school of advertising research, from the psychology, the marketing study, esthetics, the management study, the culture study, the visual transmission and so on various angles obtained, has established the huger research system。 The clothing plane advertisement took this system a branch, from an on century ...
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作者：钟铃铃&&年度：2007
作者：刘亚坤&&年度：2011
作者：徐明君&&年度：2011
作者：吴文婷&&年度：2011
作者：刘飞翼&&年度：2011
作者：赵卿&&年度：2011
作者：康立超&&年度：2009
作者：于钦密&&年度：2011
作者：闫琰&&年度：2007
作者：付帆&&年度：2008随着社会发展和女性生活方式的多样化转变，女性在消费领域的地位越来越高，逐渐成为企业营销产品的主要受众群体。由于女性在社会中扮演着多重角色，因此决定了女性是家庭消费中主要的决策者和购买者。如今的消费时代被人形象的称为“她时代”，由此可见，女性对消费市场产生的巨大影响力是不容忽视的事实。中国女性人口基数庞大，接近百分之四十的女性处于25-45岁年龄段，这无形中构成了潜在的巨大消费市场。如何迎合女性消费需求来制定销售策略，成为当下摆在经营者面前的一道新课题。而平面广告作为一种最为普遍的广告宣传媒介之一，被越来越多的应用于当今的女性消费中。而针对女性消费心理的平面广告创意也逐渐成为国内外广告界,设计界共同关注的话题。女性消费心理与平面广告创意之间的互动关系，女性消费心理对平面广告创意的影响,这一切都期待着人们去更深入的探索。本文运用广告学、设计艺术学、消费心理学、符号学、营销学等学科理论知识，通过对女性消费者心理特征的分析,把握女性消费心理与平面广告创意之间的联系和影响，以消费文化的视点来引导平面广告创意表现的新方向。文章着重研究了女性的消费心理与广告创意之间的互动关系以及针对女性消费心理的平面广告创意表现策略。首先对消费社会和消费心理的变迁，女性消费心理和广告创意的相关概念进行了详细的阐述，随后分析了女性消费心理与平面广告创意之间的联系及影响，继而进行了在消费心理下女性受众对平面广告创意认知的调研分析,得出女性消费心理的特征。针对这些女性消费特征，提出了针对女性消费心理的平面广告创意表现策略，分别从创意表现诉求手法、创意表现元素、创意表现形式策略三方面来论述。通过结合具体案例来加深对此结论的验证。论文旨在通过研究女性消费心理来剖析女性消费行为的复杂性和差异化。以此来发掘平面广告的创意表现策略和技巧,从而找到更加行之有效的销售策略。有助于帮助经营者对品牌做出合理定位，提供更能迎合女性需求的商品和服务，以此吸引和留住女性消费者。对于广告公司来说，进行针对女性受众的平面广告创意表现研究具有一定的现实启发意义。
With the diversification of social development and women lifestyle change, thestatus of women in the field of consumer is getting higher and higher, and graduallybecome the main audience of corporate marketing products. Due to the multiple roleswomen play in society, women are key decision makers and buyers in householdconsumption. Today’s era of consumer image known as the $$ Her age$$, we can see theenormous influence of women on the consumer market the fact that not allow toignore.Chinese female population base is huge, nearly40per cent of women in the25-45age group, which in effect constitute a potentially huge consumer market. Howto cater to the female consumer demand to develop marketing strategies, Be the setbefore the operator a new topic.And print ads as one of the most common medium ofadvertising, more and more used in today’s female consumer. Print advertisingcreative for the female consumer psychology has become a topic of common concernof the advertising industry at home and abroad in the design world. The interactionbetween the female consumer psychology and graphic advertising creative, femaleconsumer psychology, creative print ads, all looking forward to people to go morein-depth exploration.In this paper, advertising, art design, and theoretical knowledge of consumerpsychology, semiotics, marketing and other disciplines, through the analysis of thepsychological characteristics of female consumers, seriously grasp the link betweenthe female consumer psychology and print advertising creative and influence to theviewpoint of the consumer culture to guide the new direction of the print ad creativeexpression. The article focuses on the consumer psychology of women’s performanceand print advertising creative interaction between a detailed exposition of the firstchanges of the consumer society and consumer psychology, female consumerpsychology and advertising creative concept, and subsequent analysis of the femaleconsumer psychology and the plane The link between advertising design and impact, followed by print ads of the audience of female consumer psychology cognitivepsychology research analysis obtained the psychological characteristics of femaleconsumers. Consumption characteristics of these women, the print ads for the femaleconsumer psychology of creative expression strategy, and performance demands oftechniques from the creative and innovative performance elements, creative form ofexpression strategies discussed in three. Through a combination of specific cases todeepen of this conclusion. Finally, the print ads for the female consumer psychologyis How to guide women to move toward benign consumption and puts forward someopinions and suggestions.The paper aims to analyze the complexity and differentiation of the femaleconsumer behavior through the study of the female consumer psychology. In order toexplore the plane advertisement creativity strategy and skills,to find more effectivemarketing strategies. Help operators make a reasonable positioning of the brand, toprovide goods and services better meet the needs of women, in order to attract andretain female consumers. For the advertising company to the female audience creativeprint ads performance research also has certain practical significance.
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作者：刘亚坤&&年度：2011
作者：徐明君&&年度：2011
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作者：刘飞翼&&年度：2011
作者：赵卿&&年度：2011
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毕 业 设 计(论 文)
广告创意与中国文化的传承
学生姓名: Y Y
二?一一年六月
ABSTRACT 2
2 广告创意与中国文化传承的关系 4
2.1 本土优秀广告植根于深厚文化传统中的意义 4
2.2 中国现代广告的发展历程对中国文化传承产生的作用 5
3 广告创意与中国元素 5
3.1中国元素对广告创意的影响 5
3.1.1中国元素的含义 5
3.1.2 中国元素的特征以及各特征对广告创意的影响 6
3.1.3 中国元素的类型 7
3.1.4 中国元素的运用分类 8
3.2广告创意和文化的传承需要从文化元素中寻找灵感 8
4 中国元素在广告创意运用中所存在的问题 8
4.1 忽略本国优秀广告元素,使中国创意缺乏文化个性 8
4.2 缺乏完善理论 8
4.3 缺乏能在世界范围内有影响力的载体 9
4.4 广告创意中误用、滥用中国元素 9
5 现代广告中的文化传承 10
5.1文化传承对现代广告的作用 10
5.2 如何正确运用中国元素从而进行文化传承 11
5.2.1 寻找中国文化与广告创意的最佳契合点 11
5.2.2 着力提高中国人民对中华传统文化的认知水平 12
5.2.3 完善法律条例,增强文化监管力度 12
5.2.4 认真思考中国元素的运用方法 12
6 中国文化传承在现代广告中的运用实例 13
参 考 文 献 15
本文首先论述广告创意和文化传承的意义,指出对于中国广告人来说,在进行广告创作的同时,正确运用中国优秀元素,对中国文化的传承具有重要的意义。本文分析了中国元素的特征和运用现状,总结出中国广告人在创意过程中应该遵循的原则,结合相关的实例,指出现在中国广
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