当代广告视觉媒体整合及其设计研究

发布时间：2018-02-26 01:14

本文关键词： 广告设计媒体整合消费心理说服途径　出处：《南昌大学》2011年硕士论文　论文类型：学位论文

【摘要】：身处二十一世纪这眼球经济世界中的人们,早已对各种铺天盖地令人眼花缭乱的广告厌倦不堪。尽管广告主们投入巨额制作和发布花样百出的广告,收效甚微者仍然大有人在。面对广告市场的种种不尽人意和行业竞争的与日俱增,如今商业广告究竟应如何设计,发布媒体究竟应如何选择,不同媒体的广告宣传重心和设计风格究竟应如何整合,成为当下广告主及设计师们长期的共同难题。放眼当今的中国广告,大型企业的大品牌广告充斥着整个市场。这样的大环境下,中小企业必须使出浑身解数吸引消费者的眼球,引导消费者发现并购买自己的产品,实现一定的市场份额。广告是品牌推广的必要途径,只有高质量的广告制作以及合理的媒体整合方案,才能有效地扩大中小企业品牌的市场影响力。在此,本文基于对平面、电视、网络三大视觉媒体的各自特点分析以及对受众的消费心理研究,通过对大品牌广告案例整合设计的剖析,从视觉效果设计出发,以色彩设计为主导,研究制定了一套尤其适用于中小企业品牌的、快速有效的广告媒体整合设计理论。该理论主要用于产品广告在策划和实施过程中,如何选择不同媒体,如何将产品卖点与媒体表现特征相结合,并展开系统的、有侧重性的广告设计和发布。
[Abstract]:In 21th century, people in the world of eyeball economy were tired of all kinds of dazzling advertisements, despite the huge amount of production and variety of advertisements that advertisers had put into production. There are still plenty of people with little success. In the face of the growing competition in the advertising market and the increasing competition in the industry, how should commercial advertisements be designed and how should the media choose? How to integrate advertising focus and design style of different media has become a common problem for advertisers and designers. Looking at today's advertisements in China, the big brand ads of large enterprises fill the whole market. In such a big environment, small and medium-sized enterprises must do their utmost to attract consumers' attention and guide them to find and buy their own products. Advertising is the necessary way to promote the brand. Only the high quality advertisement production and the reasonable media integration plan can effectively expand the market influence of the brand of small and medium-sized enterprises. In this paper, based on the analysis of the characteristics of the three major visual media, including plane, television and network, as well as the consumer psychology of the audience, and through the analysis of the integrated design of the big brand advertising cases, this paper starts from the visual effect design. Based on color design, a fast and effective advertising media integration design theory is developed, which is especially suitable for small and medium-sized enterprises. The theory is mainly used in how to choose different media in the process of product advertising planning and implementation. How to combine the selling point of the product with the characteristics of the media, and launch the systematic, focused advertisement design and publication.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3;F713.8

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