公关广告设计研究

发布时间：2018-06-09 02:35

本文选题：公关广告 + 形象塑造　；参考：《西安理工大学》2010年硕士论文

【摘要】： 随着经济的发展和社会的进步,广告发挥的作用越来越大,也越来越成为人们现实生活组成的一部分。公关广告是公共关系与广告整合下诞生的新的广告形式,作为广告大家族的一员,公关广告已渐趋强势。公关广告立足于企业长远发展,是提高企业声誉,打造或重塑形象的视觉传播艺术。公关广告在承担着树立品牌形象任务的同时,还担负着丰富广告视觉文化,净化社会风气和广告语境的重责。本篇论文通过对理论专著、文献资料以及相关案例的梳理和分析,阐述了公关广告的发展机遇和产生的社会价值,通过将公关广告与商品广告两者间的对比,明确公关广告的界定。并对国内现阶段代表性的公关广告的艺术特征进行深入、系统地研究,总结了利于公关广告的投入时机与制作策略。同时,采用考察、收集资料等方式,针对公关广告在发展中存在的现状和实际问题给予分析。此外,剖析了公关广告在社会经济、文化建设、品牌构筑等方面产生的积极影响和作用,提出公关广告是企业形象提升的有效推动力的观点,为今后公关广告的发展提供现实依据。接下来,参考、借鉴优秀案例中的成功经验,归纳了公关广告的创作路线,对广告形象宣传中涉及的设计元素进行分析和整合,进一步探讨了广告人的设计职责,以期对设计师产生一定的指导作用。最后,通过西安伟众信息技术咨询有限责任公司的设计项目,借助艺术设计手段,进行理论的实践与应用,完成企业公关广告的设计任务。
[Abstract]:With the development of economy and society, advertising plays a more and more important role and becomes a part of people's real life. Public relations advertising is a new advertising form born under the integration of public relations and advertising. As a member of the advertising family, public relations advertising has become more and more powerful. Based on the long-term development of the enterprise, the public relations advertisement is the visual communication art of improving the enterprise reputation and creating or reshaping the image. While undertaking the task of setting up the brand image, the public relations advertisement is also shouldering the heavy responsibility of enriching the advertisement visual culture, purifying the social atmosphere and advertising context. This paper combs and analyzes the theoretical monographs, literature materials and related cases. This paper expounds the development opportunity and the social value of the public relations advertisement, and defines the public relations advertisement by comparing the public relations advertisement with the commodity advertisement. And the art characteristics of the representative public relations advertisement in China are studied deeply and systematically, and the investment opportunity and the production strategy are summarized. At the same time, the present situation and practical problems in the development of public relations advertisements are analyzed by means of investigation and data collection. In addition, it analyzes the positive influence and function of public relations advertisement in social economy, cultural construction, brand construction and so on, and points out that public relations advertisement is an effective driving force for the promotion of corporate image. For the future development of public relations advertising to provide a realistic basis. Then, referring to the successful experience of excellent cases, the author sums up the creative route of public relations advertising, analyzes and integrates the design elements involved in advertising image publicity, and further discusses the design responsibilities of advertisers. With a view to designers to produce a certain role in guidance. Finally, through the design project of Xi'an Weizhong Information Technology Consulting Co., Ltd., with the help of art design means, carry on the theory practice and application, complete the design task of the enterprise public relations advertisement.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

【参考文献】