服装品牌广告视觉形象的表现研究

发布时间：2019-05-22 20:15

【摘要】：服装品牌广告视觉形象是指通过设计与表现的过程,帮助品牌塑造一个方便消费者记忆与联想的特有传播方式和内容。其主要是为了满足商业利益而制造出来的,使消费者能够一眼识别,留下深刻印象,而其它竞争者却无法模仿；能够帮助服装企业传播品牌文化、以树立产品品牌形象,诱导消费行为,促进服装销售。本文通过对服装品牌广告的历史与现状进行了分析,并对服装品牌广告的理论进行研究,阐述一则成功的广告是通过特定视觉形象的表现准确传递利益要点,使消费者形成对产品与品牌的认知,达到营销效果,表明在服装品牌广告设计中视觉形象的表现对品牌形象与销售的影响。服装品牌广告设计吸收了现代符号学和市场营销学的研究成果,本文采用问卷调查的方式,对服装品牌广告视觉形象的品牌标志、人物形象、服装形象、色彩、文案等表现元素,以及表现的形式与方法进行调查与探讨,总结出服装品牌广告视觉形象的表现特征；并对服装品牌广告视觉形象的表现策略进行深入分析和对比,总结出了影响服装品牌广告视觉形象表现的因素,即媒介类型、目标群体、宣传时机、地域环境、诉求点。在实践中将文章研究出的方法加以发展运用,有效地提高了服装广告形象的表现力度与审美内涵,极大地增强了广告传递商品和服务信息的功能作用及其审美价值。当代社会人们在消费中追求的是复杂的超需要的精神需求,商家刺激消费者需要的东西中,只有极少一部分属于满足消费者物质需要,而大部分的商品消费是属于形象消费。服装品牌广告作为一种最常见的表现形态,形象视觉表现的发展要适应整个社会的发展,紧跟时代步伐。本文最后根据视觉表现的调研结果及形象分析,总结出服装品牌广告视觉形象表现的发展趋势与前景。
[Abstract]:The visual image of clothing brand advertising refers to the process of design and performance to help brands shape a unique communication mode and content that is convenient for consumers to remember and associate. It is mainly created to meet the commercial interests, so that consumers can identify at a glance, leaving a deep impression, but other competitors can not imitate; Can help clothing enterprises spread brand culture, in order to establish product brand image, induce consumption behavior, promote clothing sales. This paper analyzes the history and present situation of clothing brand advertising, and studies the theory of clothing brand advertising, and expounds that a successful advertisement is an accurate transmission of interests through the performance of a specific visual image. The consumer forms the cognition to the product and the brand, achieves the marketing effect, indicates the influence of the visual image to the brand image and the sale in the clothing brand advertisement design. The design of clothing brand advertising absorbs the research results of modern semiotics and marketing. In this paper, the brand logo, character image, clothing image and color of the visual image of clothing brand advertising are investigated by questionnaire. The copywriting and other performance elements, as well as the forms and methods of expression are investigated and discussed, and the performance characteristics of the visual image of clothing brand advertising are summarized. The performance strategies of clothing brand advertising visual image are deeply analyzed and compared, and the factors that affect the performance of clothing brand advertising visual image are summarized, that is, media type, target group, propaganda opportunity, regional environment and appeal point. In practice, the methods studied in this paper are developed and applied, which effectively improves the expression intensity and aesthetic connotation of clothing advertising image, and greatly enhances the function and aesthetic value of advertising transmission of goods and service information. In contemporary society, people pursue complex and super-needed spiritual demand in consumption. Only a few of the things that businesses stimulate consumers need belong to meet the material needs of consumers, and most of the commodity consumption belongs to image consumption. As one of the most common forms of expression, the development of visual expression of clothing brand should adapt to the development of the whole society and keep up with the pace of the times. Finally, according to the research results and image analysis of visual performance, this paper summarizes the development trend and prospect of visual image performance of clothing brand advertising.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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