节庆期间POP广告研究

发布时间：2018-09-08 20:18

【摘要】：节庆是一个民族或国家的历史、文化长期积淀凝聚的结果,年复一年、周而复始的逐渐被大众传承,其形式多样、内容丰富、独具特色。而POP广告作为广告的一个分支,传入我国是在20世纪80年代,是社会经济发展到一定阶段的产物。节庆期间的POP广告在浓郁的节庆氛围下能起到促进商品销售的作用。通过考察发现,节庆期间POP广告形式多样,特色各异。因此,研究节庆各自的特点能对POP广告设计产生影响成为POP广告设计乃至平面设计领域的一个重要问题。通过大量的市场调查和实例收集,从节庆在POP广告设计中的表现与营造商业环境的氛围入手,从节庆的历史传承、风俗习惯、情感表达、商业活动、节日元素等五个方面分析节庆与POP广告设计的关系;通过对实例的研究,从符号的“能指”和“所指”入手归纳出节庆期间POP广告设计的视觉语言特征;从视觉语言特征的分析看出,图形设计以节日的习俗、符号元素为主干,文字设计以节日的主题为主体,色彩设计以节日情感为主线。进一步整理和总结了节庆期间POP广告设计中点、线、面构成元素的独特性,就是与活跃的节庆氛围相协调,与节庆的韵律相一致,与完整充实的节庆环境相统一。从商业环境布局的角度出发,运用形式美法则的原理,分析节庆期间POP广告设计致力于与整个卖场和谐统一,且具有节奏感和韵律感的艺术形式规律;从格式塔心理学出发,诠释出节庆对POP广告设计产生影响根源于消费者视觉心理反应和审美情感,因此,节庆期间如何迎合消费者的视觉心理和审美情感,打动消费者、激发消费者购买欲望是探讨节庆对POP广告设计影响的逻辑起点。当前节庆期间的销售场所,商品促销如火如荼。节庆期间的POP广告设计使节庆文化、风俗习惯与市场经济融为一体、和谐统一,不仅有力促进商品流通,树立良好的企业形象,推动社会的经济发展,而且在传承节庆文化理念上也起到积极的推动作用。对节庆期间POP广告设计的专题研究,为商家企业在商品日趋同质化的市场环境中进行有效的POP广告设计,制造独特卖点,迎合消费者消费心理提供有益启迪和重要参考。
[Abstract]:Festivals are the result of long-term accumulation of a nation or a country's history and culture. Year after year, the festivals are gradually passed down by the public, with various forms, rich contents and unique features. As a branch of advertising, POP advertising was introduced into China in the 1980s, and it is the product of social and economic development to a certain stage. POP advertising can promote the sale of goods in a strong Festival atmosphere. Through investigation, it is found that during the festival, POP advertising has various forms and different characteristics. Therefore, the study of the characteristics of festivals can have an impact on the design of POP advertising has become an important issue in the field of POP advertising design and even graphic design.
Through a large number of market research and case collection, starting with the performance of festivals in POP advertising design and creating a business environment atmosphere, this paper analyzes the relationship between festivals and POP advertising design from the five aspects of festival history inheritance, customs, emotional expression, commercial activities, Festival elements, etc. From the analysis of visual language characteristics, it can be seen that the graphic design is based on festival customs and symbolic elements, the text design is based on festival theme, and the color design is based on festival emotion. The uniqueness of the elements of midpoint, line and surface is that they are in harmony with the active Festival atmosphere, the rhythm of festivals and the environment of festivals. From the perspective of Gestalt psychology, this paper explains that the influence of festivals on POP advertising design originates from consumers'visual psychological reaction and aesthetic emotion. Therefore, how to cater to consumers' visual psychology and aesthetic emotion, move consumers and stimulate consumers'desire to buy during festivals is to explore festivals. The logical starting point for the impact of POP advertising design.
At present, the sales place during the festival is in full swing. The design of POP advertisement during the festival makes the festival culture, customs and habits merge with the market economy, harmoniously and unified. It not only effectively promotes the circulation of commodities, establishes a good corporate image, promotes the economic development of society, but also plays an active role in inheriting the festival culture concept. The special research on POP advertising design during the festival provides beneficial enlightenment and important reference for merchants and enterprises to carry out effective POP advertising design in the increasingly homogeneous market environment, create unique selling points and cater to consumers'consumption psychology.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524.3

【参考文献】