20世纪后期中美广告设计主导观念的比较研究

发布时间：2018-05-21 09:20

本文选题：20世纪后期 + 中国　；参考：《湘潭大学》2006年硕士论文

【摘要】： 20世纪后期中美广告设计的主导观念,经历了不同但又有一定联系的发展阶段。中国经历了“产品为中心,直实传达信息”、“产品与消费者心理相联结,注重形象,巧妙传达信息”以及“传流文化和消费者个性为本,完善形象,精准灵活传达信息”的演变;美国则经历了“围绕产品与消费者需求相联系的特性,理性详尽传达信息”、“注重联系消费者心理,塑造品牌个性形象,巧妙传达信息”和“社会话题与消费者心理相联结,品牌内涵、个性为重,多方精巧传达信息”的演变。中美20世纪后期的经济环境、传播条件等因素对中美广告设计主导观念演变具有重要影响。20世纪后期中美广告设计主导观念具有以下特性:在相同经济环境下,二者主导观念的关注点具有同一性;传播条件相异,但经济、文化环境相同,双方广告设计主导观念的内容有相似之处,但广告的外在形式会有差异;相同的消费者需求常源于相同的经济环境,它会促成设计者素养相似,广告设计的主导观念多有重合;文化环境相异,但经济环境、传播条件等相同,二者主导观念下的广告设计,目的和方法一致,但广告主题的选择标准会相异。揭示20世纪后期中美广告设计主导观念演变的规律,对指导广告从业者树立正确的设计观念和进行业务实践有着重要意义。
[Abstract]:In the late 20 ~ (th) century, the dominant ideas of advertising design in China and America went through different but related stages. China has experienced "product-centered, direct-reality transmission of information", "product and consumer psychology linked, pay attention to image, skillfully convey information" and "flow culture and consumer personality as the basis, improve the image," The evolution of accurate and flexible communication of information; the United States has experienced "around the product and consumer needs linked characteristics, rational and detailed communication of information," focus on the psychology of consumers, shaping the brand personality image, " The evolution of cleverly communicating information "and" social topic and consumer psychology, brand connotation, personality is the most important, multi-subtle communication information "evolution. The economic environment and communication conditions of the late 20th century between China and the United States have an important impact on the evolution of the dominant concept of advertising design between China and the United States. In the late 20th century, the dominant concept of advertising design in China and the United States has the following characteristics: under the same economic environment, The two dominant concepts have the same focus, the communication conditions are different, but the economic and cultural environment are the same, the content of the two leading ideas of advertising design is similar, but the external form of advertising will be different. The same consumer demand often originates from the same economic environment, which leads to the similarity of designers' literacy, the overlapping of the dominant concepts of advertising design, and the different cultural environment, but the same economic environment, the same communication conditions, etc. The design, purpose and method of advertising are the same, but the choice criteria of advertising theme will be different. It is of great significance to reveal the law of the evolution of the leading ideas of advertising design in China and the United States in the late 20th century, which is of great significance to guide the advertising practitioners to set up correct design concepts and carry out business practices.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J524.3

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