服饰奢侈品牌期刊广告视觉传达设计的实验研究

发布时间：2018-02-11 23:08

本文关键词： 服饰奢侈品牌期刊广告视觉传达设计构成因素广告风格　出处：《东华大学》2011年硕士论文　论文类型：学位论文

【摘要】：今天,服饰品牌建设已经成为中国服饰行业的主要发展方向。在服饰产业升级的过程中,如何创出自己的品牌,成为服饰行业各个企业首先需要解决的问题。广告是解决这一问题极为重要的策略之一。一方面,服饰广告在经过长期的演变后,与平面艺术更为密切相关。其中,期刊,或称为杂志,以它独有的图形和文字的特点成为了服饰消费者和服饰品牌最受重视的媒体之一。另一方面,中国奢侈品消费正以惊人的速度增长,众多国际奢侈品牌纷纷涌进中国,中国本土品牌也在努力跻身国际奢侈品行列。因此,本文以服饰奢侈品牌的期刊广告为研究对象,进一步研究服饰奢侈品牌期刊广告的视觉传达设计,以期找出有助于服饰奢侈品牌企业期刊广告策划的视觉传达设计优化方案。本文从以下几个方面进行研究。首先通过文案调查,找到了平面广告视觉传达构成因素的理论构成,并在此基础上建立了由27个因素组成的初步的服饰品牌期刊广告视觉传达构成因素。再采用德尔菲法,对27个初步构成因素的“必备性”、因素描述的“明确性”进行专家确认。通过统计学分析,确认了这27个初步的服饰品牌期刊广告视觉传达构成因素是服饰品牌期刊广告视觉传达构成因素的必备因素,同时也确认了这27个因素内涵的描述。接着,采用实验的方法,进一步研究服饰奢侈品牌期刊广告视觉传达设计。其中包括三部分内容：一是通过焦点小组访谈法,对于上海图书馆收集到的231幅服饰奢侈品牌期刊广告进行筛选,得到服饰奢侈品大学生消费者喜欢的广告45幅。二是通过编制和数据分析,得到适合服饰奢侈品大学生消费者评价的服饰奢侈品牌期刊广告视觉传达设计实验问卷及量表。三是通过对上海四所大学(包括两所重点大学、两所非重点大学)28位奢侈品大学生消费者的实验,得出服饰奢侈品牌期刊广告视觉传达设计构成因子以及因子重要性排序；通过对广告整体评价、广告风格评价、广告视觉传达构成因素喜好度的评价,得到广告整体评价、广告风格评价、广告视觉传达构成因素的相关结论和服饰奢侈品牌期刊广告视觉传达设计的优化方案。本文比较系统、准确地对现今服饰奢侈品牌期刊广告视觉传达设计提出了建议和意见。
[Abstract]:Today, clothing brand construction has become the main direction of development in China's apparel industry. In the process of upgrading the clothing industry, how to create its own brand, Advertising is one of the most important strategies to solve this problem. On the one hand, clothing advertising, after a long period of evolution, is more closely related to graphic art. With its unique graphics and characters, it has become one of the most important media for clothing consumers and clothing brands. On the other hand, the consumption of luxury goods in China is increasing at an alarming rate, with numerous international luxury brands flocking into China. Chinese local brands are also striving to join the ranks of international luxury goods. Therefore, this paper takes the periodical advertisements of clothing luxury brands as the research object, and further studies the visual communication design of clothing luxury brand periodical advertisements. The purpose of this paper is to find out the optimal design scheme of visual communication which is helpful to the periodical advertising planning of apparel luxury brand enterprises. First of all, the theoretical composition of visual communication elements in print advertising is found through a copywriting investigation, and a preliminary visual communication component of clothing brand periodicals is established based on the theoretical structure of 27 factors. Then using Delphi method, the "necessity" of 27 preliminary factors and the "certainty" of the description of the factors were confirmed by experts. Through statistical analysis, This paper confirms that these 27 primary factors of visual communication of clothing brand periodicals are the essential factors of visual communication of clothing brand periodicals, and at the same time confirms the description of the connotation of these 27 factors. Then, the visual communication design of apparel luxury brand periodicals is further studied by the experimental method, which includes three parts: first, through focus group interviews, Through screening 231 advertisements of clothing luxury brand periodicals collected by Shanghai Library, we can get 45 advertisements that are popular by college students. Second, through compilation and data analysis, The experiment questionnaire and scale of visual communication design of clothing luxury brand periodical advertisement are obtained, which are suitable for the consumer evaluation of college students. Third, through four universities in Shanghai (including two key universities), The experiment of 28 luxury college students in two non-key universities shows that the factors of visual communication design and the importance of the factors are in order; through the overall evaluation of advertising, the evaluation of advertising style. The evaluation of the factors of advertising visual communication, such as the overall evaluation of advertising, the evaluation of advertising style, the relevant conclusion of the elements of advertising visual communication and the optimization scheme of advertising visual communication design of clothing luxury brand periodicals. In this paper, the author puts forward some suggestions and suggestions on the visual communication design of modern fashion luxury brand periodicals advertisement.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3

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