金融广告的风格追求

发布时间：2018-08-30 11:08

【摘要】： 在我国，广告学的研究还处于刚刚起步的阶段，，作为广告学的分支，金融广告的研究领域更存在着许多空白。本篇论文就试图运用马克思主义文化观、艺术观等相关理论，参照当今国内外广告领域的研究成果，采用理论探讨和个案分析的方法，从文化、艺术、精神理念等方面对我国金融广告的风格进行了较为深入的研究，提出了一些有价值的观点。本篇论文共分为三大部分：第一部分为金融广告的文化风格。我们已生活在文化与经济相结合的时代，文化正全方位的向经济生活领域渗透。金融广告文化就是金融活动与文化相结合的产物。金融广告文化具有竞争性、民族性和融合性等特点。我国金融广告在文化上追循金融服务对象安全、增值、保值、方便、好奇等心理特点，又追循自身民族心理，突出表现在1、人情味浓厚。2、追求积极向上。3、政策性强，教育意义突出。4、诚信至上。我国金融广告文化正对人们的现实生活产生越来越大、越来越具体的影响。第二部分为金融广告的艺术风格。广告是一门综合艺术，从现代广告表现手法和方式来看，它吸收了音乐、舞蹈、绘画、雕塑、装磺、文学、电影等的精华，综合成一门新型的艺术形式。金融广告的宣传和展示的金融形象、金融服务比较抽象，更需要用艺术的手段和形象思维去捕捉广告形象，让人们去理解，去接受。文章从文学、色彩、构图、语言等艺术角度， I 考察了金融广告的特点h总结出金融广告在艺术创作中的一些独特规律。第三部分为金融广告的精神理念风格。改革开放以后，特别是进入九十年代以来，随着社会主义市场经济体制的建立、金融业的长足发展，人们对企业形象的要求越来越高，越来越具体。企业树立怎样一种精神理念变得十分重要。论文对企业理念识别的类型和特点进行了分析，认为金融业是一个以社会信用为基础的特殊行业，金融企业所经营的对象不是普通的商品，而是以货币性商品为主，依靠负债来增加其资产，因此，金融企业应当树立社会性、安全性、廉洁性等企业理念。此外，由于金融业属于服务性行业，还应树立服务理念，开拓性理念。
[Abstract]:In China, advertising research is still in its infancy, as an advertisement.
There are still many blanks in the branch of research and the field of financial advertising.
This article tries to use Marx's cultural view, artistic view and other related theories to refer to the following aspects.
The research results in advertising field at home and abroad are based on theoretical discussions and case studies.
Methods, from the aspects of culture, art, spiritual concept, etc., the style of financial advertisement in China.
We made a deep study and put forward some valuable viewpoints.
This thesis is divided into three parts.
The first part is the cultural style of financial advertisement. We have lived in culture and
In the era of economic integration, culture is infiltrating into the economic life in all directions.
Financial advertising culture is the combination of financial activities and culture.
Culture is characterized by competitiveness, nationalism and integration.
In culture, we should follow the psychology of financial services, such as safety, value added, value preservation, convenience, curiosity, etc.
Characteristics, followed by their own national mentality, outstanding performance in 1, the strong human touch.2, chase
Seeking positive.3, strong policy, educational significance,.4 and honesty.
China's financial advertising culture is becoming more and more important to people's real life.
Specific impact.
The second part is the artistic style of financial advertisement. Advertising is a comprehensive art.
From the perspective of modern advertising techniques and methods, it absorbs music, dance and painting.
The essence of painting, sculpture, sulphur, literature, film and so on is integrated into a new art.
Form. The publicity and display of financial image of financial advertising, comparison of financial services.
Elephants also need to use artistic means and image thinking to capture advertising images and let people.
To understand, to accept. Articles from literature, color, composition, language and other artistic perspectives.
I
After reviewing the characteristics of financial advertisements, H sums up one aspect of financial advertisements in artistic creation.
Some unique laws.
The third part is the spiritual concept and style of financial advertisement.
Especially since 90s, with the establishment of the socialist market economic system,
With the rapid development of the financial industry, people's demand for corporate image is getting higher and higher.
The more concrete it is, the more important it is to establish a spiritual concept.
This paper analyzes the types and characteristics of enterprise concept recognition, and considers that the financial industry is one.
A special industry based on social credit is not a target for financial enterprises.
It is an ordinary commodity, but mainly based on monetary commodities and relies on liabilities to increase its capital.
Therefore, financial enterprises should establish social, security, integrity and other business principles.
Besides, because the financial industry is a service industry, we should establish a service concept.
Pioneering concept.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2000
【分类号】：F713.80

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