POP广告形态语境解读和设计探析

发布时间：2018-04-12 19:46

本文选题：pop广告 + 形态语境　；参考：《山东轻工业学院》2010年硕士论文

【摘要】： POP广告作为陈列于商业场所的售卖点促销广告,现已成为商家,特别是大型超市用来展示或推出新商品的直销式广告形式。随着我国商品经济的繁荣与发展,POP广告也呈现更加多样性艺术化的发展趋势。本文通过对POP广告的涵义、特征,不同消费人群、市场、产品定位的分析,探讨了POP广告的策略、各种不同形态,以及POP广告设计的表现手法,文章作者在参与并例举大量POP广告设计实例的基础上,对POP广告的设计理论给予总结概括,尤其从绿色环保角度入手,阐述了POP广告对于品牌商品的确立所具有的现实意义和POP广告未来的发展前景。 POP广告作为一种与大众直接面对面的广告形式,它能让顾客直接参与到广告中来,为品牌与销售提供有力的支持。它是一种会说话的广告形式,能够唤起大众的内心感受,引起消费者的认同。随着商业经济的发展,这种以促销为目的的广告形式得到广泛应用,并起到不容忽视的商业作用,现已成为拉动经济增长的一大亮点。POP广告的设计手法遵循图形、色彩、版式的艺术法则原理,同时可利用趣味设计表现手法、立体空间表现法等表现手法赋予它美的形式来感染打动消费者。就POP广告目前的情况来看,它正随着时代与科技的发展而由二元广告向三元广告发展,将带有地域特色的民俗文化融入其中,深入挖掘本土资源,开创具有自身特点独立性设计语言POP广告设计。未来的POP广告参与性更强,集娱乐性、社会性、文化性于一体的POP广告极大地丰富了广告的内涵,也会越来越受到人们的钟爱。
[Abstract]:POP advertising, as a sales promotion advertisement on display in commercial places, has become a direct selling advertising form used by merchants, especially large supermarkets, to display or launch new products.With the prosperity and development of commodity economy in China, pop advertising also presents a more diverse and artistic trend.Based on the analysis of the meaning, characteristics, different consumer population, market and product orientation of POP advertising, this paper discusses the strategy, various forms of POP advertising, as well as the expression of POP advertising design.On the basis of taking part in and illustrating a large number of POP advertising design examples, the author summarizes the design theory of POP advertising, especially from the perspective of green environmental protection.This paper expounds the practical significance of POP advertising for the establishment of brand goods and the future development prospect of POP advertising.POP advertising as a direct face to face with the public advertising form, it allows customers to directly participate in the advertising, for brand and sales to provide strong support.It is a spoken form of advertising, can arouse the feelings of the public, cause consumer approval.With the development of commercial economy, this advertising form, which aims at promoting sales, is widely used and plays a commercial role that can not be ignored. Now it has become a bright spot in economic growth. The design method of pop advertising follows the pattern and color.At the same time, the artistic principle of typography can make use of the expressive techniques of interesting design and stereoscopic space to give it beautiful form to infect and impress consumers.As far as the current situation of POP advertising is concerned, with the development of the times and science and technology, it is developing from dualistic advertising to ternary advertising, incorporating the folk culture with regional characteristics into it, and digging deeply into local resources.Create its own characteristics of independent design language POP advertising design.The future POP advertising is more participatory, entertainment, social, cultural POP advertising greatly enriched the content of advertising, will be more and more popular.
【学位授予单位】：山东轻工业学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

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