探析欧、美化妆品广告设计中的构思与表现

发布时间：2018-05-30 11:25

本文选题：欧、美 + 化妆品广告　；参考：《西北师范大学》2011年硕士论文

【摘要】：化妆品广告设计已成为人们生活与日常生活中不可缺少的一部分,并且明显的引导着人们的生活方式和消费方式,逐渐发展为现代社会的一种文化现象。化妆品广告设计也是现代社会发展的重要因素之一,在现代信息社会中,化妆品广告设计以它特有的魅力,借助无处不在的各种传播媒体,传播着商品的信息,改变着人们的思想和观念、消费意识和态度。同时人们的审美观念也发生了变化,化妆品不再单纯的是为了美丽,更多的是消费者追求时尚、享受生活的一种方式。女性具有爱美的天性,正是由于女同胞们对美的不懈追求,女性化妆品产业才显示出诱人的发展前景。化妆品行业市场潜力巨大,这项“美丽”产业的吸引力将越来越大。因此国内外各大名牌化妆品商家将目标锁定广大爱美的女性消费群体,各大化妆品品牌极尽所能纷纷打出诱人的广告来吸引消费者。其中欧、美化妆品广告设计以更加新颖,独特的构思与表现方式成为吸引观众眼球的亮点,值得广告设计者借鉴学习。欧、美广告注重的是广告的艺术性与审美性,注重产品带给人心灵上的感受。这是因为欧、美化妆品广告发展较早,在发展过程中不断接受着新时代,新观念的挑战与更新,设计形式多,在满足社会大众审美需求的同时,也给消费者一些视觉观念上的差异。欧美的广告以诙谐幽默、愉快轻松为广告的主调,往往带给人很现代的感觉,这大概也由西方人热情奔放的生活观决定的,欧、美的优秀广告作品一般能脱离产品本身,不拘泥于产品,又能准确把握化妆品的某一个性特征并生动、形象地展示产品的魅力,能够在无意间吸引消费者的眼球,能让观众体会到一种精神上的享受,甚至受到心灵的震撼而留下深刻的印象。在化妆品广告产业迅速发展的今天,中国化妆品广告业面临着更多的机遇和挑。研究欧、美化妆品广告可以找出中外化妆品广告间的差异与不足,中外化妆品广告既有相同之处,又有相互借鉴之处,这样我们才能紧跟时尚潮流,才能走上国际舞台,开创我国化妆品广告新局面。
[Abstract]:Cosmetic advertising design has become an indispensable part of people's life and daily life, and obviously guide people's way of life and consumption, and gradually develop into a cultural phenomenon in modern society. Cosmetic advertising design is also one of the important factors in the development of modern society. In the modern information society, cosmetic advertising design, with its unique charm and with the help of all kinds of communication media, spreads the information of commodities. Change people's thought and idea, consumption consciousness and attitude. At the same time, people's aesthetic concept has also changed, cosmetics is no longer simply for beauty, more is a way for consumers to pursue fashion and enjoy life. Because of their unremitting pursuit of beauty, women cosmetics industry shows attractive prospects. Cosmetic industry market potential is huge, this "beautiful" industry will be more and more attractive. Therefore, domestic and foreign famous cosmetics manufacturers will target at the vast number of beautiful women consumer groups, cosmetics brands are trying their best to put out attractive advertising to attract consumers. European, American cosmetics advertising design with a more novel, unique ideas and expressions to attract the audience's bright spot, advertising designers should learn from. European, American advertisement pays attention to advertisement artistic and aesthetic sex, pay attention to the feeling that the product brings people on the soul. This is because European, American cosmetics advertising developed earlier, in the process of development is constantly accepting the new era, new concepts of the challenge and renewal, design forms, while meeting the aesthetic needs of the community at the same time, It also gives consumers some visual differences. Advertisements in Europe and the United States tend to give people a very modern sense of being humorous and pleasant and relaxed. This is probably also determined by the enthusiastic view of life in the West. In general, European and American excellent advertising works can break away from the product itself. Not confined to products, but also can accurately grasp a certain sexual characteristics of cosmetics and vivid, vividly show the charm of products, can inadvertently attract the attention of consumers, can let the audience experience a kind of spiritual enjoyment, Even by the shock of the soul and left a deep impression. With the rapid development of cosmetics advertising industry, China's cosmetics advertising industry is facing more opportunities and challenges. By studying European and American cosmetics advertisements, we can find out the differences and shortcomings between Chinese and foreign cosmetics advertisements. Chinese and foreign cosmetics advertisements have both similarities and mutual references. Only in this way can we keep up with the trend of fashion and step onto the international stage. To create a new phase of cosmetic advertising in China.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J53

【引证文献】