广告标题字研究
发布时间：2018-08-17 11:44
【摘要】：美国广告设计大师大卫·奥格威指出：“好的标题能够创造80%的利润。”可见,标题字作为广告主题的凝炼,一方面传达着广告所承载的文字信息；另一方面起到提升广告主题的作用。 广告中标题字设计是我们在实践中常见的问题,如何根据广告主题拟定广告语?如何理解广告语在广告中的作用?如何根据广告中图形之间的关系寻找标题字创意点?如何让广告字体创意表达广告主题情感,并在形式上与广告图形之间形成内在联系?这些都是本文试图探讨的问题。 本文从平面广告设计的角度,针对以上问题借助广告学、传播学和构成学等方面理论进行了探讨。对广告标题字在广告中所起的作用,进行形式结构上的分析。
[Abstract]:David Ogilvy, an American advertising designer, said: "A good headline can generate 80% of the profit." It can be seen that the title word as the condensed advertising theme, on the one hand, conveys the text information carried by the advertisement; on the other hand, it plays the role of promoting the advertising theme. The design of title words in advertisements is a common problem in our practice. How to draw up advertising language according to the advertising theme? How to understand the role of advertising language in advertising? How to find the creative points of the title words according to the relationship between the figures in the advertisement? How to let the advertisement font creatively express the advertisement theme emotion, and form the internal relation between the form and the advertisement figure? These are the problems this paper attempts to explore. From the point of view of graphic advertising design, this paper discusses the theories of advertising, communication and constitution in view of the above problems. This paper analyzes the function of the title word in the advertisement and analyzes the form structure of the title word in the advertisement.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3
本文编号：2187531
[Abstract]:David Ogilvy, an American advertising designer, said: "A good headline can generate 80% of the profit." It can be seen that the title word as the condensed advertising theme, on the one hand, conveys the text information carried by the advertisement; on the other hand, it plays the role of promoting the advertising theme. The design of title words in advertisements is a common problem in our practice. How to draw up advertising language according to the advertising theme? How to understand the role of advertising language in advertising? How to find the creative points of the title words according to the relationship between the figures in the advertisement? How to let the advertisement font creatively express the advertisement theme emotion, and form the internal relation between the form and the advertisement figure? These are the problems this paper attempts to explore. From the point of view of graphic advertising design, this paper discusses the theories of advertising, communication and constitution in view of the above problems. This paper analyzes the function of the title word in the advertisement and analyzes the form structure of the title word in the advertisement.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3
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