平面效果对汉派服装广告的影响研究

发布时间：2018-03-26 05:24

本文选题：汉派服装　切入点：电子商务　出处：《湖北美术学院》2017年硕士论文

【摘要】：汉派服装在上世纪90年代崛起并一度风靡全国,如今,只在武汉少数商场可以看到她们的身影。数百亿元的年销售额,大部分是在外埠市场实现。如何走多元化、多档次发展之路,实现品牌的转型升级,打造一批在全国都叫得响的品牌,并重拾武汉本土市场,值得业界思考。复兴汉派服装,也是这几年湖北省政府大力扶植和投入精力去支持的一件事。汉派服装的兴衰,是工业社会和信息社会之间转型所带来的问题。汉派服装是传统服装中的一种,它的特点是批量化生产,到了今天的信息社会,人们对物的消费是以身份识别为表征,因此出现了一批以小众为对象的服装生产,取得了成功。而汉派服装并没有意识到社会的转型以及市场定位的重要性,从而导致生产观念以及后期包装、推广观念停滞不前,依然走批量化生产、求量不求质的拍摄、没有特点的推广的方式,渐渐遭到了社会的淘汰。本研究先从汉派服装的现状与问题展开叙述,引出之前汉派服装在电子商务时代对设计的不太重视的现状,以及现在开始逐渐重视汉派服装在视觉传达以及拍摄手法和平面效果的作用,而逐步改善以及收获良好的效果,讲述平面处理在汉派服装广告拍摄后后期处理的重要角色和重要地位。并论述通过,最后用案例来体现平面处理对汉派服装广告拍摄中的重要性。
[Abstract]:Han style clothing rose in the 1990s and once swept the country. Today, they can only be seen in a few shopping malls in Wuhan. Tens of billions of yuan in annual sales are mostly realized in foreign markets. How to diversify? The road to multi-level development, the realization of brand transformation and upgrading, the creation of a group of brands that are known throughout the country, and the revival of Wuhan's local market are worthy of the industry's consideration. It is also a matter that the Hubei Provincial Government has vigorously supported and invested its energy in these years. The rise and fall of Han clothing is a problem brought about by the transformation between the industrial society and the information society. Han school clothing is one of the traditional garments. It is characterized by mass production. In today's information society, people's consumption of objects is characterized by identity, so a number of clothing production, which is aimed at a small number of people, has emerged. The Han costume did not realize the importance of social transformation and market positioning, which led to the production concept and the later packaging, the promotion of the concept of stagnation, still go to mass production, ask for quantity and not quality shooting, Without the characteristic promotion way, has gradually been eliminated by the society. This research first starts from the Han school clothing present situation and the question to begin the narration, leads to the Han school clothing in the electronic commerce time not to pay too much attention to the present situation, And now it has gradually begun to attach importance to the role of Han costume in visual communication, shooting techniques and plane effects, and gradually improving and achieving good results. This paper describes the important role and position of plane processing in the post-shooting of Han school clothing advertisement, and discusses the importance of plane processing in Han school clothing advertisement shooting.
【学位授予单位】：湖北美术学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3;F713.8;F426.86

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