我国DM广告中的创意设计研究

发布时间：2018-05-26 05:49

本文选题：DM广告 + 创意策略　；参考：《湖南师范大学》2012年硕士论文

【摘要】：DM广告(Directmail Advertising)即DM,全称直接邮寄广告。它对广告所选定的对象,用直接投递的方式传达广告主要所要传达的信息,通过融合媒介性能去符合更加个性化的信息需求。DM广告的投递是一对一的,能使得受众有被尊重的感觉。在当今广告业日益膨胀的情况下,信息的传播越来越重视美学表现和从受众的角度去研究其效果。本课题旨在探索DM广告中创意设计因素的作用及其规律,重点分析DM设计中所需要的形态特点和艺术特征,努力更加全面准确地解读和表现DM广告的艺术特质。相关研究不仅可以为进一步提升DM广告创意设计的实用性提供理论支撑,而且可以拓宽DM广告研究视野,丰富DM广告创意设计的研究内容,也可为DM广告业、相关部门和广大商家在具体实践过程中提供理论指导和操作方法,这是本研究的根本目的和重要意义。本文广泛采用了理论剖析法、文献综述法、案例分析法以及比较分析法。但从学理的角度来说,什么是DM广告,以什么作为研究的理论基础,始终是展开分析的前提。据此,本文首先对我国DM广告的表现形式、使用范围、基本功能、主要特点进行深入的探究和整理。好的创意设计是产品宣传取得良好效果的基础,如何设计出有创造性并且新颖优秀的作品,即在DM广告中充分发挥创意设计因素的作用,始终是本研究的根本内容。本文将创意设计因素的两个方面,即创意策略和创意设计作为研究重点,辅之于相关典型案例说明,以对我国DM广告中的创意设计因素进行全面审视和系统分析。在创意策略因素方面,文中重点探讨了DM广告的目标设定、对象选择、时空测定、卖点制造以及递送方式；而在创意设计因素方面,文中重点探讨了DM广告的色彩表现与处理、图形语言表达、文稿视觉传达、版式组合选择、造型样式设计,最后列举了酒店、化妆品、房地产三个案例进行实际分析。未来的广告创意的趋势将越来越趋向个性化、本土化、复合化及多元化。随着个性的解放,人们的审美都在不断升华,越来越追求标新立异、独一无二。本土化往往与民族文化有关联。在不同的地区和国家之间进行广告宣传时,需要根据当地的文化传统特色和人们的审美水平来做出相应的调整。DM广告可以从平面形态、合作营销模式方面复合,以达到更好的收益,这种收益对于广告商及产品宣传商家两方都是双赢。本文最后从广告设计的符号、品牌、意境这三方面做了多元化设计的补充说明。
[Abstract]:DM ads Directmail Advertising, that is, DM, the full name of direct mail advertising. It communicates the main message of the advertisement by direct delivery to the object selected by the advertisement. The delivery of the advertisement is one-to-one through the integration of the media performance to meet the more personalized information demand. Can make the audience feel respected. With the increasing expansion of the advertising industry, the dissemination of information pays more and more attention to aesthetic performance and studies its effects from the perspective of the audience. The purpose of this paper is to explore the function and regularity of creative design factors in DM advertisement, to analyze the characteristics of form and art needed in DM design, and to interpret and express the artistic characteristics of DM advertisement more comprehensively and accurately. The related research can not only provide theoretical support for improving the practicability of DM advertising creative design, but also broaden the field of DM advertising research and enrich the research content of DM advertising creative design. The basic purpose and significance of this study is to provide theoretical guidance and operational methods in the practical process. Theoretical analysis, literature review, case analysis and comparative analysis are widely used in this paper. But from a theoretical point of view, what is DM advertising, what is the theoretical basis of research, is always the premise of analysis. Based on this, this paper first explores and arranges the form, scope, basic function and main features of DM advertisement in China. Good creative design is the basis for product propaganda to achieve good results. How to design creative and novel excellent works, that is, to give full play to the role of creative design factors in DM advertising, is always the basic content of this study. In this paper, two aspects of creative design factors, namely, creative strategy and creative design, are taken as the research focus, supplemented by relevant typical cases, in order to comprehensively examine and systematically analyze the creative design factors in DM advertisements in China. In terms of creative strategy factors, the paper focuses on the target setting, object selection, space-time measurement, selling point manufacture and delivery mode of DM advertisement, while on creative design factor, the paper focuses on the color expression and processing of DM advertisement. Graphic language expression, text visual communication, layout combination selection, styling design, finally listed hotel, cosmetics, real estate three cases for practical analysis. The trend of advertising creativity in the future will be more and more individualized, localized, compound and diversified. With the liberation of personality, people's aesthetic are constantly sublimation, more and more pursuit of innovation, unique. Localization is often associated with national culture. When advertising is carried out in different regions and countries, it is necessary to make corresponding adjustments according to the local cultural and traditional characteristics and people's aesthetic level. The advertising of .DM can be combined from the plane form and the cooperative marketing model. To achieve better revenue, this income for advertisers and product advertising both sides are win-win. At the end of this paper, the author makes a supplementary explanation of the pluralistic design from the aspects of symbol, brand and artistic conception of advertising design.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

【参考文献】