对山东省日照绿茶专卖点广告设计的研究

发布时间：2018-04-17 11:30

本文选题：品牌 + 专卖点　；参考：《沈阳航空航天大学》2012年硕士论文

【摘要】：日照绿茶以其天然的自然环境和优良的栽培制作技术,孕育了日照绿茶“香气高、滋味浓、耐冲泡”的特殊品质,经专家鉴定,日照绿茶含有丰富的维生素、矿物质和对人体有用的微量元素,其中硒含量接近南方一般绿茶的十倍。然而南方绿茶成功的覆盖了北方市场,日照绿茶的销售却始终不景气,根据研究和分析,这与日照绿茶专卖点的广告设计有一定的关系。本文对日照绿茶专卖点的广告设计展开研究,通过对现有日照绿茶广告设计的现状及其日照绿茶周边茶类广告设计现状的分析,找出日照绿茶专卖点广告设计优势与劣势,在已有优势的基础上改进不足之处,企望通过售点广告改变日照绿茶终端销售不景气的现象。文章从茶类广告设计语言的图形、色彩、文字等角度出发,探索适合表现日照绿茶品质特征的广告设计语言,利用反完善、夸张等表现手法将日照绿茶的卖点准确的表现在专卖点广告中;在“七戒”理论的指导下将日照绿茶海报的主题、广告卖点的气氛准确的表现出来。通过对本课题的研究,探索了日照绿茶专卖点广告设计的广告内容、表现形式以及表现手法,总结了商品的卖点在终端销售市场广告设计中的重要性。
[Abstract]:Rizhao green tea, with its natural environment and excellent cultivation techniques, has given birth to the special quality of Rizhao green tea, which is characterized by its high aroma, strong taste, and resistance to brewing. It has been identified by experts that Rizhao green tea is rich in vitamins.Minerals and trace elements that are useful to the human body, in which selenium content is nearly ten times as high as that of normal southern green tea.However, the southern green tea has successfully covered the northern market, but the sales of Rizhao green tea have always been depressed. According to research and analysis, this has something to do with the advertising design of Rizhao green tea monopoly sites.This paper studies the advertising design of Rizhao Green Tea Monopoly, through the analysis of the present situation of Rizhao Green Tea advertisement Design and the current situation of Rizhao Green Tea Peripheral Tea advertisement Design, find out the advantages and disadvantages of Rizhao Green Tea Monopoly spot advertising design.Based on the existing advantages and disadvantages, we hope to change the decline in the terminal sales of Rizhao green tea by selling some advertisements.Based on the graphic, color and text aspects of the tea advertising design language, this paper explores the advertising design language suitable for expressing the quality characteristics of Rizhao green tea, and makes use of anti-perfection.Under the guidance of the theory of "Seven precepts", the theme of Rizhao green tea poster and the atmosphere of advertisement selling point are accurately displayed under the guidance of the theory of "Seven precepts".Through the research of this subject, this paper probes into the advertising content, form and expression of the advertising design of Rizhao Green Tea Monopoly, and sums up the importance of the selling point of goods in the advertising design of the terminal sales market.
【学位授予单位】：沈阳航空航天大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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