中国元素在自主品牌汽车广告中的设计运用

发布时间：2018-03-06 21:27

本文选题：汽车　切入点：自主品牌　出处：《湖北工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着近几十年改革开放带来的经济形势变化以及经济全球化态势的不断加深,我国的汽车产业生产销售量每年都在不断上升。中国自主品牌汽车企业进入了新的迅猛发展阶段，无论是从生产销售数量还是品牌的知名程度来看，我国的自主品牌汽车企业都在日益成熟并取得了不断的进步。广告表面上只是对性能进行了描绘，但实际上通过对产品性能的传递也潜移默化的向广告受众传递出了心理层面的附加内容。我国的国情决定了国内的汽车广告在创意设计的价值取向上需符合传统的价值观念，取材于中国传统文化大众的各种元素，表现出受众广而乐见的中国特色。一个成功的广告往往蕴含深厚的民族文化意涵，有着代表性的民族文化元素，有时也是时代进步文化的一面镜子。经过几千年的沉淀，中国文化博大精深的内涵产出了丰富的极具特色的中国元素，其丰富多彩的内容为广告设计创意带来了丰富源泉。在经济全球化的局势下，汽车自主品牌要面向世界，，必须要对中国本土具有民族性的中国元素进行研究并将其有效运用，但国际化的有效实现需要文化的共性做支撑，在设计广告运用中国元素时需注意挑选和甄别。本文从汽车广告的设计诉求方式出发，通过对我国国内汽车广告的案例分析，以及对汽车广告理论的研究，分析出各种方式的优劣性，目的就在于对汽车广告有效性的深层次挖掘，解读汽车广告是否成功的重点，以此揭示我国国内的汽车广告，特别是自主品牌汽车广告，如果要使广告更有生机与说服力，必须基于我国博大精深上下几千年的传统文化，更人性更科学的将中国元素运用到汽车广告设计中，成就属于我国汽车产业与汽车广告产业，特别是自主品牌汽车企业与自主品牌汽车广告的辉煌。
[Abstract]:With the changes of economic situation and the deepening of economic globalization brought by the reform and opening up in recent decades, the production and sales volume of China's automobile industry is rising every year, and China's independent brand automobile enterprises have entered a new stage of rapid development. No matter in terms of the quantity of production and sales or the well-known degree of brand, the independent brand automobile enterprises of our country are maturing day by day and have made continuous progress. But in fact, through the transmission of the product performance, it also imperceptibly conveys the additional content of psychological level to the advertising audience. The situation of our country determines that the value orientation of the domestic automobile advertisement in the creative design should conform to the traditional value concept. Based on various elements of the masses of Chinese traditional culture, a successful advertisement often contains profound national cultural connotations and representative elements of national culture. Sometimes it is also a mirror of the progressive culture of the times. After thousands of years of sedimentation, the rich and profound connotation of Chinese culture has produced a rich and unique Chinese elements, its rich and colorful content has brought a rich source for the creative advertising design. In order to face the world, we must study and apply the native Chinese elements, but the effective realization of internationalization needs to be supported by the common culture. It is necessary to pay attention to the selection and discrimination when using Chinese elements in the design of advertising. This paper starts from the way of the design appeal of automobile advertisement, through the case analysis of domestic automobile advertisement in our country, and the research on the theory of automobile advertisement. The purpose of analyzing the advantages and disadvantages of various ways is to dig deeply into the validity of automobile advertisement, to interpret the key points of whether automobile advertisement is successful or not, and to reveal the domestic automobile advertisement in our country, especially the independent brand automobile advertisement. If we want to make the advertisement more vigorous and persuasive, we must base on the traditional culture of our country for thousands of years, and apply the Chinese element more scientifically to the automobile advertisement design. The achievement belongs to the automobile industry and the automobile advertisement industry of our country. In particular, independent brand automobile enterprises and independent brand automobile advertising brilliant.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

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