品牌服装广告的创意与运作研究

发布时间：2018-10-08 21:18

【摘要】： 服装广告是连接服装企业与市场的桥梁,是展现服装品牌文化的窗口;广告在服装品牌的创建与发展中发挥了重要的传播作用;现代服装广告已从传统的产品广告向形象广告转化,从单一策划向整合传播策划转化。 WTO之后,我国服装企业正面临新的机遇和挑战,广告作为服装品牌建设的重要手段,已经被中国的服装企业重视并采用。但与国外的服装品牌相比我国的服装广告还存在着许多问题,因此,加大对服装广告的理论研究是时代赋予中国服装企业的一个新的战略课题。本文分别运用了文献佐证、案例分析和图片分析等方法。首先对我国服装广告的背景进行了分析,指出我国服装广告存在的主要问题,提出对服装广告的创意和运作这一课题进行研究的意义。对服装广告的发展历史、特点和作用进行了分析,并从多角度对服装广告进行了分类。本文重点对服装广告的创意理论进行了深入全面研究。借鉴贝纳通和李宁成功的广告创意和运作经验,提出了一套比较完善的服装广告的运作策略。研究表明,服装广告对服装品牌发展具有重要的作用,创意是服装广告的灵魂与生命力,服装广告的运作应科学整体。本文深入全面总结服装广告的创意与运作理论。通过对国内外品牌服装广告案例分析,创新提出终端展示与时装表演的广告策略,在此基础上,总结服装广告的创意要新颖独特,服装广告的运作要系统整体,希望对国内服装企业的品牌建设提供借鉴。随着全球化的不断深入,服装品牌竞争加剧,中国的服装企业如何充分发挥广告在品牌传播中的重要作用,如何成功运用广告创意和运作策略,打造出本土化的国际知名品牌,还需要不断的深入研究。
[Abstract]:Clothing advertising is a bridge between garment enterprises and market and a window to show clothing brand culture, advertising plays an important role in the establishment and development of clothing brand. Modern clothing advertisement has transformed from traditional product advertisement to image advertisement, from single plan to integrated communication plan. After WTO, Chinese garment enterprises are facing new opportunities and challenges. Advertising, as an important means of clothing brand construction, has been attached importance to and adopted by Chinese garment enterprises. However, compared with foreign clothing brands, there are still many problems in clothing advertising in our country. Therefore, it is a new strategic task given by the times to Chinese garment enterprises to increase the theoretical research on clothing advertising. This paper uses the methods of documentary evidence, case analysis and picture analysis respectively. Firstly, this paper analyzes the background of clothing advertisement in our country, points out the main problems of clothing advertisement in our country, and puts forward the significance of researching the topic of creativity and operation of clothing advertisement. This paper analyzes the history, characteristics and functions of clothing advertisement, and classifies it from many angles. This paper focuses on the creative theory of clothing advertising in-depth and comprehensive study. Drawing lessons from Benetton and Li Ning's successful advertising creativity and operation experience, this paper puts forward a set of relatively perfect clothing advertising operation strategy. The research shows that clothing advertising plays an important role in the development of clothing brand, creativity is the soul and vitality of clothing advertising, and the operation of clothing advertising should be scientific as a whole. This article thoroughly summarizes the clothing advertisement creativity and the operation theory. Based on the analysis of the domestic and foreign brand clothing advertising cases, the paper puts forward the advertising strategy of terminal display and fashion performance. On this basis, it concludes that the clothing advertising should be innovative and unique, and the operation of clothing advertising should be systematic and integral. Hope to provide reference for the brand construction of domestic garment enterprises. With the deepening of globalization and the intensified competition of clothing brands, how to give full play to the important role of advertising in brand communication, how to successfully use advertising creative and operational strategies, and how to create a local international well-known brand. It still needs to be studied in depth.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

【引证文献】