现代商业广告设计多维度考量
发布时间：2018-07-28 21:03
【摘要】： 在当今社会,形形色色、五花八门的商业广告充斥于我们生活的各个领域。作为一种大量存在于社会公共空间的设计作品,商业广告持续不断传达的信息已然是除了商业信息之外,还含有其他各种信息的复合性信息。人们对商业广告的诉求也已然是多种维度的。事实也是如此,商业广告在传递商品和服务信息,扩大商家企业市场占有份额,活跃经济的同时,也起着引领社会风尚、传递文化理念、倡导社会价值取向等重要作用。但是,在实际生活里,部分广告却存在设计维度缺失的现象,一些单纯追求经济效益,不考虑应承担的社会责任,缺少诚信、浪费资源、粗制滥造、违规甚至违法的广告屡见不鲜。这些广告极大地影响了我国商业广告的健康发展。在构建“和谐社会”的今天,强调商业广告设计的多维度体现,使商业广告的经济维度与其他维度要求有机统一起来,做到企业与社会、公众的共赢,是新时期商业广告发展繁荣的理性要求。本文通过采访与商业广告有密切关系的部分广告主、广告设计师、广告受众和问卷发放的办法,对商业广告设计多维度问题、商业广告领域现状以及存在的主要问题进行了调研,在统计、归纳与分析的基础之上提出商业广告设计应该而且必须是多维度的见解。并针对当前我国商业广告的现状,对商业广告设计多维度进行考量,以期对商业广告业的健康有序发展作出自己的努力。
[Abstract]:In today's society, all kinds of commercial advertisements fill all fields of our life. As a large number of design works that exist in the social public space, the information continuously conveyed by commercial advertisements is not only the commercial information, but also the complex information of other kinds of information. People's demand for commercial advertising has been a variety of dimensions. As a matter of fact, commercial advertising plays an important role in transmitting information on goods and services, expanding the market share of businesses and enterprises, enlivening the economy, leading social fashion, transmitting cultural ideas, advocating social value orientation, and so on. However, in real life, some advertisements have the phenomenon of lack of design dimension, some simply pursue economic benefits, do not consider the social responsibility, lack of integrity, waste of resources, and shoddy. Illegal or even illegal advertising is common. These advertisements have greatly affected the healthy development of commercial advertisements in China. In today's construction of "harmonious society", the multi-dimensional embodiment of commercial advertising design is emphasized, so that the economic dimension of commercial advertising is organically unified with other dimensions, so that enterprises, society and the public can win together. It is the rational requirement of the development and prosperity of commercial advertisement in the new period. By interviewing some advertisers, designers, audience and questionnaire, this paper discusses the multi-dimensional problem of commercial advertising design. On the basis of statistics, induction and analysis, this paper puts forward that the design of commercial advertisement should and must be a multi-dimensional view. In view of the current situation of commercial advertising in China, the multi-dimensional design of commercial advertising is considered in order to make its own efforts on the healthy and orderly development of the commercial advertising industry.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
本文编号：2151567
[Abstract]:In today's society, all kinds of commercial advertisements fill all fields of our life. As a large number of design works that exist in the social public space, the information continuously conveyed by commercial advertisements is not only the commercial information, but also the complex information of other kinds of information. People's demand for commercial advertising has been a variety of dimensions. As a matter of fact, commercial advertising plays an important role in transmitting information on goods and services, expanding the market share of businesses and enterprises, enlivening the economy, leading social fashion, transmitting cultural ideas, advocating social value orientation, and so on. However, in real life, some advertisements have the phenomenon of lack of design dimension, some simply pursue economic benefits, do not consider the social responsibility, lack of integrity, waste of resources, and shoddy. Illegal or even illegal advertising is common. These advertisements have greatly affected the healthy development of commercial advertisements in China. In today's construction of "harmonious society", the multi-dimensional embodiment of commercial advertising design is emphasized, so that the economic dimension of commercial advertising is organically unified with other dimensions, so that enterprises, society and the public can win together. It is the rational requirement of the development and prosperity of commercial advertisement in the new period. By interviewing some advertisers, designers, audience and questionnaire, this paper discusses the multi-dimensional problem of commercial advertising design. On the basis of statistics, induction and analysis, this paper puts forward that the design of commercial advertisement should and must be a multi-dimensional view. In view of the current situation of commercial advertising in China, the multi-dimensional design of commercial advertising is considered in order to make its own efforts on the healthy and orderly development of the commercial advertising industry.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
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1 王玲梅;现代商业广告设计多维度考量[D];青岛大学;2008年
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