服装广告中品牌文化的表现研究

发布时间：2018-11-12 08:03

【摘要】：在社会经济繁荣的背景下，服装企业积极通过各种形式来进行服装产品、服装品牌形象的宣传，其表现形式丰富而多元化。服装品牌要在激烈的服装市场竞争中取得一定的市场份额，必须通过树立独特的品牌形象，让目标消费群体认知和接受。服装是奠定物质和精神双重功能的产品，因此，品牌文化的表现即成为策划和创意服装广告的重要内容，本论文旨在研究服装广告对于品牌文化的表现，通过分析现行服装广告中品牌文化表现和视觉识别表现，总结服装品牌文化表现的类型，为现代服装广告提供创意思维新思路。论文通过调研分析目前国内服装广告在视觉表现上存在的问题，梳理和总结了国内外服装广告的发展历程，探讨了服装广告与品牌文化的关系，强调品牌文化能有效地在服装广告中营造艺术氛围，，增强竞争力和说服力，通过分析服装广告品牌文化表现在时代发展中呈现的个性化、民族性、时代性及风格性特征，认为重视品牌文化内涵的注入，人性化的需求和无国界的创意是服装广告在国际化趋势下品牌文化表现的重要战略。论文通过分析国内外广告不同类型品牌的文化表现手法，从感性认知的角度归纳总结出品牌文化的唯美、奢华、简约、性感、另类和艺术等六大类视觉表现；从理性认知的角度总结出功能诉求、返璞归真、自我价值体现、社会现象和生活场景等五大类情感表现。从视觉识别的角度研究品牌文化的表现载体，指出图形、色彩、名人三要素作为服装广告常用的设计手法，具有较强的识别性。分别从标志、海报、橱窗、包装、吊牌等方面研究品牌文化表现。研究表明：通过视觉语言的设计，标志作为视觉识别符号能快捷地表现品牌文化，橱窗、海报结合视觉元素能够直接表现品牌文化，有效提升品牌的识别度，包装和吊牌结合视觉元素可以间接和延续性地表现品牌文化，增加受众对品牌文化的体验和记忆。论文对国内服装品牌JNBY的文化表现进行了实证研究，并进行了案例分析和抽样调查。研究表明，服装品牌要树立独特的品牌形象和清晰的视觉识别，需要注入文化内涵，在国际化的趋势下，应以民族文化的基点，有效运用视觉语言进行品牌文化表现，有利于区别同质化品牌。在服装广告中充分表现品牌文化内涵有利于引起消费者精神上的共鸣，提高消费者对品牌的认知度和忠诚度。
[Abstract]:In the context of social and economic prosperity, clothing enterprises actively through various forms of clothing products, clothing brand image publicity, its manifestation is rich and diversified. In order to gain a certain market share in the fierce competition of clothing market, the clothing brand must be recognized and accepted by the target consumers by setting up a unique brand image. Clothing is a product with both material and spiritual functions. Therefore, the expression of brand culture has become an important part of planning and creative clothing advertising. This paper aims to study the performance of clothing advertising for brand culture. By analyzing the brand culture expression and visual recognition performance in the current clothing advertisement, this paper summarizes the types of the clothing brand culture expression, and provides a new idea of creative thinking for the modern clothing advertisement. Through investigation and analysis of the current domestic clothing advertising in the visual performance of the existing problems, combing and summing up the development of clothing advertising at home and abroad, discussed the relationship between clothing advertising and brand culture. It is emphasized that brand culture can effectively create artistic atmosphere, enhance competitiveness and persuasion in clothing advertising. By analyzing the individuation, nationality, epochal and stylistic features of clothing advertising brand culture in the development of the times, brand culture is emphasized. It is considered that attaching importance to the injection of brand culture connotation, humanized demand and the creativity without national boundaries are the important strategies for the brand culture performance of clothing advertising in the trend of internationalization. By analyzing the cultural expression techniques of different brands in advertising at home and abroad, this paper sums up six kinds of visual expression of brand culture from the perspective of perceptual cognition, such as beauty, luxury, simplicity, sexy, alternative and art. From the angle of rational cognition, this paper sums up five kinds of emotional expressions, such as functional appeal, returning to nature, reflecting self value, social phenomenon and life scene. This paper studies the expression carrier of brand culture from the point of view of visual recognition, and points out that graphics, color and celebrity are the common design techniques of clothing advertisement, and have strong recognition. Respectively from the logo, poster, window, packaging, tag and other aspects of brand culture. The research shows that: through the design of visual language, logo as a visual identification symbol can quickly express brand culture, window, poster combined with visual elements can directly express brand culture, effectively improve the recognition of brand. Packaging and tag combined with visual elements can indirectly and continuously express brand culture and increase the audience's experience and memory of brand culture. This paper makes an empirical study on the cultural performance of domestic clothing brand JNBY, and carries out a case study and sample investigation. The research shows that in order to set up unique brand image and clear visual recognition, clothing brand needs to inject cultural connotation. In the trend of internationalization, brand culture should be effectively expressed by using visual language based on the basic point of national culture. Is advantageous to distinguish homogenized brand. The full expression of brand cultural connotation in clothing advertising is conducive to the spiritual resonance of consumers, and to enhance consumers' recognition and loyalty to the brand.
【学位授予单位】：西安工程大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3

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