论国内旅行社报纸广告设计的新思维

发布时间：2018-08-15 11:36

【摘要】：针对旅游产品的无形性、综合性与不可储存性之特点,旅行社通常采取依托一定传播媒介的方式将信息传递于旅游消费者,期待以此产生最大限度的效用价值。目前,报纸不仅为我国旅行社产品促销的主要广告载体,亦是公众获知旅行社广告信息的重要途径。因而,在全面参考、梳理文献资料和市场调研的基础上,本文就国内旅行社报纸广告新思维设计予以了探讨。文章由五部分组成: 第一部分为研究旅行社报纸广告设计的原因、目的与意义。通过国内外旅游广告研究成果回顾、旅行社在现代旅游业中地位概述以及旅行社产品促销广告主流媒体认知,揭示研究旅行社报纸广告设计原因;并从广告表现对象和广告表现手法入手,简析旅行社报纸广告设计的传统模式,明确研究意义。第二部分为研究旅行社报纸广告设计的理论阐述与重要元素。该章节首先捕捉学术前沿,运用传播学、广告心理学基础理论,有所创新地提出旅行社报纸广告设计的关键元素:符号、注意力、需要。其次,结合广告学、营销学、美学等多学科知识层面,分别设广告词语高频化、广告内容组织化、广告蕴意直观化和广告表现、广告时间为符号、注意力两种元素的子因素,继而对其进行深入剖析与举例说明。最后,选择中国特定的传统与现代社会文化环境为寻求国人共性社会文化心理的制衡点,定格于如今人们的主要精神需求。第三部分为基于文化视角解读国内旅行社报纸广告设计。依据旅行社报纸广告设计元素展开实证研究,将客观真实的调查统计数据归纳为广告信息、广告时间与心理需要三方面内容,且就此给予系统分析;同时借鉴广告实践领域的最新动态,融深层次文化蕴涵于广告的艺术创作和时间发布,诠释着旅行社报纸广告总体设计。第四部分为旅行社报纸广告设计案例分析及其共性评价。首先,以三则优秀旅行社报纸广告作品为例,多角度解构广告独具新颖的风格与主张。其次,借助案例广告设计四个共通特征的挖掘及其广告经济效益、文化效益、社会效益的充分发挥,进一步验证本研究成果所具有的科学性和操作性。最后,将设计理念提升至新的高度:未来的旅行社报纸广告应是文化、科学、艺术相融合的产物。第五部分为结论。围绕上述研究成果,阐明全文主要观点。
[Abstract]:In view of the intangible, comprehensive and non-storage characteristics of tourism products, travel agencies usually rely on certain media to transfer information to tourism consumers, expecting to produce maximum utility value. At present, the newspaper is not only the main advertising carrier of our country travel agency product promotion, but also the important way for the public to get the travel agency advertisement information. Therefore, on the basis of comprehensive reference, literature review and market research, this paper discusses the new thinking design of domestic travel agency newspaper advertisement. The article consists of five parts: the first part is to study the reasons, purpose and significance of the advertising design of travel agency newspaper. Through the review of domestic and foreign tourism advertising research results, the status of travel agency in modern tourism and the mainstream media cognition of travel agency product promotion advertising, the paper reveals the reasons for the study of travel agency newspaper advertising design; This paper analyzes the traditional mode of advertisement design of travel agency newspaper from the aspects of advertising objects and advertising techniques, and clarifies the significance of the research. The second part is to study the travel agency newspaper advertising design theory and important elements. This chapter first captures the academic frontiers, uses the basic theory of communication and advertising psychology, and innovates the key elements of the advertisement design of travel agency newspaper: symbol, attention, and need. Secondly, combining with the multi-disciplinary knowledge of advertising, marketing, aesthetics and other aspects of knowledge, we set up advertising words high frequency, advertising content organization, advertising implication intuitionistic and advertising performance, advertising time as a symbol, attention to two elements of the sub-factors, Then it is deeply analyzed and illustrated with examples. Finally, the specific traditional and modern social and cultural environment of China is chosen as the check and balance point to seek the common social and cultural psychology of Chinese people, which is fixed by the main spiritual needs of people nowadays. The third part is based on the cultural perspective to interpret the domestic travel agency newspaper advertising design. According to the elements of advertising design of travel agency newspaper, the empirical research is carried out, and the objective and real survey statistics are summed up into three aspects: advertising information, advertising time and psychological needs, and this paper gives a systematic analysis; At the same time, drawing lessons from the latest developments in the field of advertising practice, combining the deep-seated culture in the artistic creation and time release of advertisements, it interprets the overall design of newspaper advertisements in travel agencies. The fourth part is the case analysis and general evaluation of advertisement design of travel agency newspaper. First, take three excellent travel agency newspaper advertisement works as an example, the multi-angle deconstruction advertisement has the unique new style and the idea. Secondly, with the help of the mining of the four common features of the case advertising design and the full play of the economic, cultural and social benefits of advertising, the paper further verifies the scientific nature and maneuverability of the research results. Finally, the concept of design is raised to a new level: the future advertising of travel agency newspapers should be the product of the fusion of culture, science and art. The fifth part is the conclusion. Around the above research results, clarify the main point of view of the full text.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：G213;F713.8

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