基于高校品牌形象塑造的宣传片设计与策划研究

发布时间：2018-04-09 22:12

本文选题：高校品牌形象　切入点：形象宣传片　出处：《湖南工业大学》2013年硕士论文

【摘要】：在经济高速发展的背景下,高等教育面临着激烈的竞争,高等教育自身所具有的市场属性已经得到了广泛的认可。在日益激烈的竞争中,处于迅速发展进程中的高校,需要像企业一样塑造并且强化属于自己的品牌形象,走向品牌化之路,使社会大众产生认同感,增强学校的整体竞争力。高校品牌的塑造对于大学自身的发展以及在高等教育市场中获取竞争优势都是极为必要的。采用宣传片来塑造高校品牌形象的方法被众多高校所使用,在高校的发展中发挥了重要作用。在我国,许多学校都已经意识到了自身品牌形象塑造的重要性,高校形象宣传片经历了十多年的发展,推出了各式各样的形象宣传片,出现了许多好作品。从总体上讲,高校宣传片呈现出多样化、规范化、简约化、人文化等特征,对高校品牌形象塑造发挥了重大作用。但高校形象宣传片的创作还有一些值得进一步探讨的问题：宣传片中如何塑造高校品牌形象；数字特效在高校宣传片中如何应用；怎样策划高校品牌形象宣传片的投放渠道等。本文以高校品牌形象宣传片的设计理论为基础,从品牌形象宣传片和高校品牌形象宣传片的定义、内容、作用等方面阐述其设计要素、设计手法、设计理念等,就数字特效在高校宣传片中的设计构思以及艺术表现技巧方面进行探讨性的分析,列举了部分高校品牌形象宣传片设计和投放渠道策划方面的情况,从相互比较中看到了目前高校品牌宣传片发展中的不足,既要学习好的经验,又要找到适合高校自身品牌形象塑造的方法,这对推动我国高校品牌形象宣传片的设计与策划,具有一定的理论和实践意义。本文从品牌形象塑造方面对高校形象宣传片进行研究,是高校形象宣传片研究的一个全新视角,以求和读者一起为高校品牌形象宣传片设计和策划的理论建设和实践操作提供参考。
[Abstract]:Under the background of rapid economic development, higher education is facing fierce competition, and the market attribute of higher education itself has been widely recognized.In the increasingly fierce competition, colleges and universities in the rapid development process, need to shape and strengthen their own brand image like enterprises, towards the road of branding, so that the community has a sense of identity and enhance the overall competitiveness of the school.The shaping of university brand is very necessary for the development of university itself and the gain of competitive advantage in the market of higher education.The method of using propaganda film to shape the brand image of colleges and universities is used by many colleges and universities, which plays an important role in the development of colleges and universities.In our country, many schools have already realized the importance of shaping their own brand image. After more than ten years' development, the university image propaganda film has produced various kinds of image propaganda film, and many good works have appeared.On the whole, the propaganda films of colleges and universities show the characteristics of diversification, standardization, simplicity and human culture, which play an important role in shaping the brand image of colleges and universities.However, there are still some problems worth further discussing in the creation of university image propaganda film: how to mold the university brand image in the propaganda film, how to apply the digital special effect in the university propaganda film, how to plan the channel of the university brand image propaganda film, and so on.Based on the design theory of brand image propaganda film in colleges and universities, this paper expounds its design elements, design methods, design ideas and so on from the definition, content and function of brand image propaganda film and brand image propaganda film in colleges and universities.Based on the analysis of the design conception and artistic expression skills of digital special effects in university propaganda films, this paper lists the design and channel planning of some university brand image propaganda films.From the comparison, we can see the deficiency in the development of brand propaganda film in colleges and universities at present. We should not only learn good experience, but also find a suitable way to shape the brand image of colleges and universities, which will promote the design and planning of brand image propaganda films in colleges and universities in our country.It has certain theoretical and practical significance.This paper studies the image propaganda film of colleges and universities from the aspect of brand image, which is a new angle of view for the study of image propaganda film in colleges and universities.It provides reference for the theoretical construction and practical operation of the design and planning of brand image propaganda film in colleges and universities with readers.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J959

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