商业广告策划与设计系统研究
发布时间：2018-11-27 16:14
【摘要】：广告策划是策划工作的一个应用领域,是大系统中的一个组成部分。笔者在本论文的研究中,从商业广告活动的角度出发,将商业广告策划本身作为一个大系统,而广告调研、广告定位、广告媒介、广告预算、广告效果测评、广告设计作为其中的子系统。所以说,现代商业广告策划是一个系统工程,各个子系统经过它的协调与统一,围绕一个明确的目标,使广告活动取得最佳的效果。 笔者在本论文的研究中,有效地借鉴了国内外广告策划的经典理论和最新研究成果:立足于创新,理论与实践并重。在系统介绍广告策划理论的同时,吸收了国内外优秀的广告案例和优秀广告作品的制作经验,着重解决广告操作的实际问题。随着我国加入WTO,为中国的广告带来了新的机遇,而中国作为一个广告高速发展中的国家,我们应该结合中国的实际情况探讨广告在中国究竟应该如何操作和发展,怎样才能与世界接轨,怎样才能通过广告使世界更加了解我们。 全文首先从整体论述了商业广告策划的历史渊源及发展,并以传播学为理论基础,对商业广告的传播理论作了宏观地分析和研究。然后再从商业广告策划的程序步骤出发将本论文分为几个子系统来研究,对每个子系统进行客观的分析、研究,并提供了一些切实可行的方法来指导每一步的进行,这一部分是本文的重点,而这一部分的重点是对商业广告设计的把握。最后,又回到整体来,对商业广告策划的发展前景作了全局性的展望。 本论文的研究成果主要表现在以下几个方面: 第一、本文将现代广告策划作为一个系统工程,从各个子系统加以研究和论述,论述方法是从整体到局部,再由局部到整体。 第二、将较成熟、系统的传播学原理借鉴到商业广告策划的探讨与论述中。试图探讨商业广告中特有的信息传播原理。 第三、在广告策划的发展前景中,着重探讨整合传播策划如何才能洋为中用,试图探索一条适合当代中国广告发展的具有中国特色的广告策划方法。
[Abstract]:Advertising planning is an application of planning work, is a part of the large system. In the research of this paper, from the perspective of commercial advertising activities, commercial advertising planning itself as a large system, and advertising research, advertising positioning, advertising media, advertising budget, advertising effect evaluation, Advertising design as one of the subsystems. Therefore, modern commercial advertising planning is a system engineering, each subsystem through its coordination and unity, around a clear goal, so that advertising activities achieve the best results. In the research of this thesis, the author effectively draws lessons from the classical theories and the latest research results of advertising planning at home and abroad: based on innovation, both theory and practice are emphasized. This paper introduces the theory of advertising planning systematically, absorbs the excellent advertising cases and the production experience of excellent advertising works at home and abroad, and focuses on solving the practical problems of advertising operation. As China's entry into WTO, brings new opportunities for China's advertising, as a country with rapid development of advertising, we should discuss how advertising should be operated and developed in China according to the actual situation of China. How to connect with the world, how to make the world know more about us through advertising. Firstly, this paper discusses the historical origin and development of commercial advertising planning from the whole, and based on the theory of communication, makes a macro analysis and research on the theory of commercial advertising communication. Then, this paper is divided into several subsystems from the procedure of commercial advertising planning, which are objectively analyzed, studied, and provided some practical methods to guide the progress of each step. This part is the focus of this article, and the focus of this part is the grasp of commercial advertising design. Finally, returning to the whole, the development prospect of commercial advertising planning is prospected. The research results of this paper are shown in the following aspects: first, this paper regards modern advertising planning as a system engineering, from each subsystem to study and discuss. The discussion method is from the whole to the part, then from the part to the whole. Second, the more mature, the communication theory of the system for reference to the commercial advertising planning in the discussion and discussion. This paper attempts to explore the principle of information dissemination in commercial advertisements. Thirdly, in the development prospect of advertising planning, the author focuses on how integrated communication planning can be used in China, and tries to explore a method of advertising planning with Chinese characteristics suitable for the development of contemporary Chinese advertising.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：J524.3
本文编号：2361415
[Abstract]:Advertising planning is an application of planning work, is a part of the large system. In the research of this paper, from the perspective of commercial advertising activities, commercial advertising planning itself as a large system, and advertising research, advertising positioning, advertising media, advertising budget, advertising effect evaluation, Advertising design as one of the subsystems. Therefore, modern commercial advertising planning is a system engineering, each subsystem through its coordination and unity, around a clear goal, so that advertising activities achieve the best results. In the research of this thesis, the author effectively draws lessons from the classical theories and the latest research results of advertising planning at home and abroad: based on innovation, both theory and practice are emphasized. This paper introduces the theory of advertising planning systematically, absorbs the excellent advertising cases and the production experience of excellent advertising works at home and abroad, and focuses on solving the practical problems of advertising operation. As China's entry into WTO, brings new opportunities for China's advertising, as a country with rapid development of advertising, we should discuss how advertising should be operated and developed in China according to the actual situation of China. How to connect with the world, how to make the world know more about us through advertising. Firstly, this paper discusses the historical origin and development of commercial advertising planning from the whole, and based on the theory of communication, makes a macro analysis and research on the theory of commercial advertising communication. Then, this paper is divided into several subsystems from the procedure of commercial advertising planning, which are objectively analyzed, studied, and provided some practical methods to guide the progress of each step. This part is the focus of this article, and the focus of this part is the grasp of commercial advertising design. Finally, returning to the whole, the development prospect of commercial advertising planning is prospected. The research results of this paper are shown in the following aspects: first, this paper regards modern advertising planning as a system engineering, from each subsystem to study and discuss. The discussion method is from the whole to the part, then from the part to the whole. Second, the more mature, the communication theory of the system for reference to the commercial advertising planning in the discussion and discussion. This paper attempts to explore the principle of information dissemination in commercial advertisements. Thirdly, in the development prospect of advertising planning, the author focuses on how integrated communication planning can be used in China, and tries to explore a method of advertising planning with Chinese characteristics suitable for the development of contemporary Chinese advertising.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：J524.3
【引证文献】
相关硕士学位论文 前2条
1 王暄;平面广告设计中艺术通感的视觉转译[D];湖南师范大学;2008年
2 魏丽娜;旅游形象广告的视觉设计研究[D];西安理工大学;2008年
，本文编号：2361415
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