基于品牌推广的公共交通广告设计研究

发布时间：2017-12-30 22:02

本文关键词：基于品牌推广的公共交通广告设计研究　出处：《长春工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济的快速发展,广告行业迅猛崛起,在从事广告行业设计工作的两年中,我深深感觉到公交广告的发展存在诸多问题,尤其是面对新兴的网络广告的冲击,公交广告怎么样发展,如何发展,成为一个至关重要的问题。本篇论文以市场营销学理论下的品牌推广理论视角,论述了品牌推广下公共交通广告的研究,工作经验的长积月累我发现公交广告的发展离不开其自身优势和创意的结合,同时品牌推广怎样在公交广告中得以体现,尤其是在中国这样一个拥有十四亿人民的人口大国,公共交通的地位非常容易被左右,这就使相应城市的公交广告的地位也发生变化,会出现新的契机或者也可以说找到属于自己的发展空间。本论文以“品牌推广”为依据,表述公共交通广告的传播方式,本论文第一章主要对公共交通广告的研究背景、研究价值、采用的研究方法、我国研究状况、国外研究状况加以剖析与归纳。第二章主要从品牌推广理论及品牌推广的发展趋势进行研究。第三章研究公共交通广告分类、公共交通广告的传播优势。第四章探析公共交通的视觉表现,从品牌推广下研究公共交通文字表达分析、图像符号、色彩研究、材料和工艺的分析。第五章研究公共交通广告的品牌推广策略。主要从以上几个方面阐述品牌推广下的公共交通广告,在宣传过程中讲述公共广告。广告的艺术魅力如同法国哲学家卢梭的文学,神秘而优雅,这样的艺术需要被大众所认知。而广告本身就是一种品牌推广的行为,但是怎样将公共交通广告、品牌推广、受众人群这三个要素有机有效的结合起来,需要进行再明确的研究。本文从公共交通、公交广告、市场推广、品牌管理等文献和已证实的理论出发,结合生活中的常识以及对市场调查得出的结果,通过运用平面设计、市场营销、管理学、经济学等方面的专业人才对现在城市内的公交系统进行重新分类,使人们可以更好的体会到它的独特性。比如说城市公共汽车系统,就是通过对其系统内涵的充分把握和理解,详细地分析了城市里的公共汽车。它的众多个性化设计及表现决定了它的独特性,也决定了它的“读者”以及它的市场。
[Abstract]:With the rapid development of economy and the rapid rise of advertising industry, in the two years of the design of advertising industry, I deeply feel that there are many problems in the development of bus advertising. Especially in the face of the impact of the emerging network advertising, how to develop and how to develop the public transport advertising has become a crucial issue. This paper based on the marketing theory of brand promotion theory perspective. This paper discusses the research of public transport advertising under brand promotion. I find that the development of public transport advertising can not be separated from the combination of its own advantages and creativity. At the same time, how brand promotion can be reflected in public transport advertising, especially in China, a country with a population of 1.4 billion people, the status of public transport is very easy to be affected. This makes the position of the corresponding city's public transportation advertisement also change, will appear the new opportunity or may also find belongs to own development space. This thesis is based on the "brand promotion". The first chapter of this paper mainly focuses on the research background, research value, research methods and research situation of public transport advertising in China. The second chapter is mainly from the brand promotion theory and brand promotion development trend of research. Chapter three studies the classification of public transport advertising. Chapter 4th analyzes the visual performance of public transport, and studies the analysis of text expression, image symbol and color of public transport from the perspective of brand promotion. Analysis of materials and technology. Chapter 5th studies the brand promotion strategy of public transport advertising. Mainly from the above several aspects of public transport advertising under the brand promotion. The artistic charm of advertising is like the literature of French philosopher Rousseau, mysterious and elegant, such art needs to be recognized by the public, and advertising itself is a brand promotion behavior. However, how to combine the three elements of public transport advertising, brand promotion, audience effectively together, need to be further clear research. This paper from public transport, public transport advertising, marketing. Brand management and other literature and proven theory, combined with common sense of life and the results of market research, through the use of graphic design, marketing, management. Professionals in economics and other fields have reclassified the bus system in the city so that people can better understand its uniqueness, such as the city bus system. It is through the full grasp and understanding of the connotation of the system, the detailed analysis of the city bus. Its numerous personalized design and performance determines its uniqueness. It also determines its "readers" and its market.
【学位授予单位】：长春工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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