广告赛事品牌形象塑造与设计研究

发布时间：2018-01-30 02:58

  本文关键词： 广告赛事 品牌形象 塑造与设计 中国广告大奖赛　出处：《华东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：20世纪80年代的中后期伊始,我国广告行业迅猛发展,逐渐孕育并催生了中国广告赛事。各类广告赛事充分体现了广告人的创作水准和创意思想,是世界各国广告文化碰撞与交流的重要平台。优秀的国际型广告赛事有助于我国创意设计产业的优化升级以及各地广告文化事业的不断提升。在此背景下,探索广告赛事品牌形象塑造与设计策略有着重要的理论意义及实际价值。 广告赛事必须十分重视塑造品牌形象。品牌形象是指企业或其某个品牌在市场上、在社会公众心中所表现出的个性特征,它体现公众特别是消费者对品牌的评价与认知。品牌形象与品牌不可分割,形象是品牌的根基、是品牌表现出来的特征,反映了品牌的实力与本质。笔者认为广告赛事品牌形象塑造是一个系统过程,塑造广告赛事品牌形象要坚持文化性原则、求异原则、长期性和兼容性原则；其构成包括广告赛事品牌形象塑造的内容、流程与传播策略；国内外广告赛事品牌形象塑造的优秀案例,为广告赛事品牌形象塑造与设计提供借鉴；研究认为品牌定位是广告赛事品牌形象塑造的前提,品牌个性是广告赛事品牌形象塑造的灵魂,品牌VⅥ设计是广告赛事品牌形象塑造的表现元素,品牌整合营销传播是广告赛事品牌形象塑造的途径。 在理论研究的基础上,以笔者参与的“中国广告年度大奖赛”品牌塑造与设计的项目作为实证研究,研究认为“中国广告年度大奖赛”的成功之道与策略主要有：一是提炼鲜明的赛事品牌个性识别,包括赛事品牌文化、赛事品牌标识、优质赛事产品；二是设计独特的赛事品牌视觉要素,包括与众不同的基础要素和独具魅力的应用要素；三是整合有效的赛事品牌传播策略,包括线上线下、跨界互动的广告传播策略,沟通交流、攻心为上的公关传播策略,内外联动、服务周到的活动传播策略,以及传递体验、强化声誉的名人传播策略等。 本文通过对目前国内为数不多有关广告赛事品牌形象的文献资料的整理和归纳,研究了广告赛事品牌形象塑造与设计的理论,以期为中国广告赛事品牌形象理论研究的深入以及实践的展开提供理论上的借鉴和支持。
[Abstract]:At the beginning of the middle and late period in 1980s, the advertising industry of our country developed rapidly, which gave birth to and gave birth to Chinese advertising events. All kinds of advertising events fully reflected the creative standard and creative ideas of advertisers. It is an important platform for the collision and exchange of advertising culture around the world. The excellent international advertising events will help to optimize and upgrade the creative design industry and the promotion of advertising culture in various parts of the world. In this context. It is of great theoretical significance and practical value to explore the brand image shaping and design strategy of advertising events. Advertising events must attach great importance to the creation of brand image. Brand image refers to the enterprise or its brand in the market, the public in the hearts of the individual characteristics. It reflects the evaluation and cognition of brand by the public, especially consumers. The brand image is inseparable from the brand, and the image is the foundation of the brand and the characteristic of the brand. It reflects the strength and essence of the brand. The author thinks that the brand image of advertising events is a systematic process. The brand image of advertising events should adhere to the cultural principle, the principle of seeking difference, the principle of long-term and compatibility. Its composition includes the content, the flow and the communication strategy of the brand image of the advertising competition. Domestic and foreign advertising events brand image molding excellent cases, for advertising events brand image shaping and design to provide reference; Brand positioning is the premise of advertising events brand image shaping, brand personality is the soul of advertising events brand image shaping, brand V 鈪，

本文编号：1475098