品牌美学视角下的平面广告设计研究

发布时间：2018-03-08 03:11

本文选题：品牌　切入点：品牌美学　出处：《北京服装学院》2012年硕士论文　论文类型：学位论文

【摘要】：本文从品牌美学的独特视角,初步研究了品牌美学理论对品牌构建及传播的深远意义,以及在平面广告设计中的存在与演绎。本文首先对品牌美学的内涵进行相对完整的阐述,进而从品牌审美心理、品牌审美活动、品牌美学原则为线索分析平面广告设计的方法,从而找到品牌美学在平面广告设计中存在的价值,提出基于品牌美学的平面广告设计的表现形式。那么,当品牌美学的内涵与平面广告设计相互融合时,它不仅能准确表达品牌蕴含着的深厚文化内涵,同时还具有美学特征和审美情趣,这正是平面广告设计所追求的最高艺术境界。平面广告设计受到多媒体技术等多种表现形式的冲击,但是,平面广告设计自身在发展演变的过程中积淀下来的文化精神与审美内涵,依然是平面广告设计继续前行与发展的指导性思想。平面广告与品牌美学的完美契合,正是平面广告设计长期审美积淀的果实,也是广告设计师们在设计过程中必然探索的目标之一,这也是本文的研究价值所在。承载着品牌美学的平面广告的商业目的被巧妙掩盖在审美情趣之下,平面广告本身的审美特性也因此体现出来,消费者以愉悦的心情去欣赏广告,用审美的眼光去审视广告作品并进行思考。本文力图能通过更多的平面广告实例来论证上述观点,希望能够比较全面深入的对平面广告设计中的品牌之美进行阐述和研究。
[Abstract]:From the unique perspective of brand aesthetics, this paper preliminarily studies the profound significance of brand aesthetics theory to brand construction and dissemination, as well as the existence and deduction of brand aesthetics in graphic advertising design. Then it analyzes the method of plane advertisement design from brand aesthetic psychology, brand aesthetic activity and brand aesthetic principle, and finds out the value of brand aesthetics in print advertisement design. Then, when the connotation of brand aesthetics and graphic advertising design are combined, it can not only accurately express the profound cultural connotation of brand. At the same time, it has aesthetic characteristics and aesthetic interest, which is the highest artistic realm pursued by graphic advertising design. Graphic advertising design is impacted by multimedia technology and other forms of expression. However, the cultural spirit and aesthetic connotation of graphic advertising design itself have accumulated in the process of development and evolution. The perfect agreement between print advertising and brand aesthetics is the fruit of the long-term aesthetic accumulation of print advertising design. It is also one of the goals that advertising designers must explore in the process of design, which is also the value of this paper. The commercial purpose of the print advertisement carrying brand aesthetics is subtly concealed under the aesthetic taste, and the aesthetic characteristics of the print advertisement itself are also reflected in this way. Consumers enjoy the advertisement with a pleasant mood. This paper tries to prove the above viewpoint through more examples of print advertising, hoping to expound and study the beauty of brand in print advertising design.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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