楚图腾符号在广告设计中的运用研究

发布时间：2018-08-13 12:12

【摘要】：“凤”是中华民族各种优美贤淑端庄美好符号的汇总。凤鸟的崇拜虽然不是源于楚,但纵观古今,楚人崇凤是众所周知的历史。作为中国传统文化符号中的一种,把人们千古传颂的图腾符号元素运用于生活产品的广告创意中,是一种新的生活方式,提供新的产品以满足人们不断提高的生活需求。广告设计把市场和消费者的利益放在首位,从消费者的角度出发,结合中国美好吉祥象征性符号的产品在广告传播中是一种文化的传承,历史的延伸。研究中国广告中的文化符号元素有利于更好地满足消费者的需要,给用户带来更满意的产品,有利于提升产品本身的附加价值,好的广告会给人们的生活带来新的体验和惊喜。广告的核心是消费者,所有的广告设计,广告形式其实都是围绕消费者的需求而展开的,承载着对消费者精神和心灵慰藉的重任。让大众通过广告的传播认识了解这一美好的图腾,和美幸福;穿越历史,结合考古学,美学,图腾学,心理学等文化为广告这现代形式的传播服务,帮助人们创造更美好更和谐的生活。广告的力量是一种潜移默化的心理暗示,一遍一遍的重复来加深对事物的潜意识认知与铭记,尽管某些产品多年之后会被新产品所替代,但它的广告传播力仍然存在。经过数千年来的文化积淀和地域风俗习惯的进化,曾经灿烂辉煌的楚文化又重新被时代的潮流所翻起,其多元的而又丰富的传统元素,独特的地域文化优势,成为能够吸引消费者的亮点。所以,当我们把楚文化中最具魅力的图腾符号元素运用到广告中时,产品就能够有足够的吸引力打动消费者的心衡,如果我们能把楚图腾符号元素培植出一个民族文化的品牌,“民族既世界”通过广告这种全世界都传播的方式,那么产品也一定会成为畅销品牌。而中国的文化在世界的位置又将锦上添花。
[Abstract]:Phoenix is a collection of beautiful, virtuous and graceful symbols of the Chinese nation. Although Phoenix bird worship is not originated from Chu, but throughout ancient and modern, Chu people worship Phoenix is a well-known history. As one of the traditional Chinese cultural symbols, it is a new way of life to apply totem symbol elements to the advertising creativity of life products, and to provide new products to meet the increasing needs of people. Advertising design puts the market and consumers' interests in the first place. From the consumer's point of view, combining the products of China's beautiful auspicious symbolic symbols in advertising communication is a cultural heritage and an extension of history. The study of the cultural symbol elements in Chinese advertisements is conducive to better meeting the needs of consumers, bringing more satisfied products to users, and promoting the added value of the products themselves. Good advertising will bring new experiences and surprises to people's lives. The core of advertising is consumers, all advertising design, advertising forms are actually around the needs of consumers and carry the burden of consumer spirit and soul comfort. Let the public understand this beautiful totem, beauty and happiness through the dissemination of advertising; through history, combining archaeology, aesthetics, totem science, psychology and other cultures to serve advertising as a modern form of communication. Help people create a better and more harmonious life. The power of advertising is a subtle psychological hint, repeated to deepen the subconscious understanding and remember of things, although some products will be replaced by new products after many years, but its advertising dissemination power still exists. After thousands of years of cultural accumulation and the evolution of regional customs and habits, the once brilliant Chu culture was once again upturned by the trend of the times, its plural and rich traditional elements, unique regional cultural advantages, Become the bright spot that can attract consumer. So, when we apply the most attractive totem symbol element in Chu culture to the advertisement, the product can be attractive enough to impress the consumer's heart. If we can cultivate the Chu totem symbol element into a brand of national culture, The nation world will become a best-selling brand by advertising, a way of spreading all over the world. And China's cultural position in the world will be added to the cake.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3

【相似文献】