牛仔裤品牌平面广告的视觉要素关注点研究

发布时间：2018-05-10 22:34

本文选题：牛仔裤品牌 + 平面广告　；参考：《东华大学》2012年硕士论文

【摘要】：随着中国加入WTO,人民的生活水平日趋提高,国际化发展越来越明显。牛仔裤已经成为一种普及的服装产品,但其品牌同质化现象也越来越严重。如何在众多品牌中脱颖而出,具有吸引力的平面广告是一道制胜法宝。因此,牛仔裤企业对平面广告效果的研究分析是不可或缺的。基于此,本课题选取行业内具有代表性的九个牛仔裤品牌Levi's、Lee、Calvin Klein Jeans、Diesel、Only、Wrangler、Texwood、Edwin、ERQ等的2010年的28张平面广告作为样本,研究牛仔裤平面广告视觉要素的关注点。首先用德尔菲法的方式征询设计师和设计类相关专家的意见,得出目前关于牛仔裤品牌平面广告的视觉要素主要包括图象、文字、色彩、版面编排四大要素,图像要素的出现形式、图像要素中的主体、图像要素中的背景、文字内容、文字形式、文字个数(广告语的文字个数)、背景色彩、服装色彩、文字色彩、logo色彩、图文比例、logo位置等十二个小因素,并在导师的指导下,完成此阶段的分析研究,得出设计师在设计牛仔裤平面广告时的关注点。接着运用问卷调研的方式考察消费者对牛仔裤平面广告视觉要素中服饰因素、人物模特的姿态因素、画面场景因素、色彩冲击度因素、故事性因素、广告语因素等的关注程度,以李克特五点量表衡量,通过综合得分反应消费者对牛仔裤品牌平面广告视觉要素的关注点。最后将设计师在设计牛仔裤平面广告时的关注点和消费者对牛仔裤平面广告视觉要素的关注点进行对比分析,得出牛仔裤品牌平面广告在图像因素方面设计师与消费者的想法基本一致,但在色彩设计方面,虽然设计师已经力求色彩的和协一致,但其对消费者的冲击度并不大。设计师在设计牛仔裤的平面广告时,会添加文字,但从消费者的角度来看,大家对于牛仔裤平面广告中的文字关注的是非常少的。在版面的设计时,设计师力求做到能展示自己的创意,使广告具有故事性,但就目前针对消费者的调研来看,设计师所要展现的故事性根本无法打动消费者,消费者无法注意到广告的故事性。本论文研究对牛仔裤品牌企业如何提升自己的广告设计水平,打造吸引消费者注意力的品牌广告形象,引导牛仔裤品牌广告的人性化设计方向,增进我国牛仔裤行业的品牌化进程具有现实参考意义。
[Abstract]:With China's entry into WTO, people's living standard is improving day by day and internationalization is becoming more and more obvious. Jeans have become a popular clothing product, but the phenomenon of brand homogenization is becoming more and more serious. How to stand out in many brands, attractive print advertising is a magic weapon. Therefore, the jeans enterprise to print advertising effect research and analysis is indispensable. Based on this, this paper selects 28 print advertisements of nine representative jeans brands in the industry, such as LevieCalvin Klein Jeansor Dieseln Only Wrangler Texwood Edwin / ERQ and so on in 2010, to study the focus of visual elements of jeans print advertising. First of all, using Delphi method to consult designers and design experts, we can draw a conclusion that the visual elements of current print advertising for jeans brand mainly include four major elements: image, text, color, and layout. The appearance of image elements, the main body of image elements, the background of image elements, the text content, the form of text, the number of words (the number of advertising words, the background color, the clothing color, the text color and the logo color), Under the guidance of the tutor, twelve small factors, such as picture and text proportion and logo position, are completed in this stage, and the attention of designer in designing jeans print advertisement is obtained. Then we use the questionnaire to investigate the consumers' attention to the clothing factor in the visual elements of the jeans print advertisement, the pose factor of the character model, the picture scene factor, the color impact factor, the story factor, the advertising language factor and so on. Measured by the Richter five-point scale, the comprehensive score reflects the attention of consumers to the visual elements of print advertising of jeans brand. Finally, the attention of designer in designing jeans print advertising and the attention of consumers to the visual elements of jeans print advertising are compared and analyzed. It is concluded that the designer and the consumer have the same idea about the image factor in the print advertisement of jeans brand, but in the aspect of color design, although the designer has strived for the harmony of color, the impact on consumers is not great. Designers add text when designing print ads for jeans, but from a consumer's point of view, people pay little attention to the text in print advertisements. In the design of the layout, designers strive to display their own creativity, so that advertising has a story, but the current survey of consumers, the designer to show the story simply can not impress consumers, Consumers are unable to notice the story of advertising. This paper studies how to improve the advertising design level of jeans brand enterprises, create brand advertising image to attract consumers' attention, and guide the humanized design direction of jeans brand advertising. It is of practical significance to improve the brand process of jeans industry in China.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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