名画元素在企业品牌构建中的应用与研究

发布时间：2018-06-14 20:13

本文选题：名画元素 + 名画运用　；参考：《湖北工业大学》2013年硕士论文

【摘要】：随着时代的发展，特别是信息高速发展的现代社会，名画被赋予了更多的意义与价值。名画在某种高程度上是语言，可以说是一种世界语言，这就使得名画可以在信息社会，作为元素来表达传递信息。其实，对名画元素的利用与开发，不再是一个陌生的区域，，国内外很多品牌已经在做各式的尝试。相比较而言，国外品牌对名画元素的运用，显得更加成熟，国内对其运用更多的停留在表面化，视觉化的层次。在这样的背景下，探索和研究名画元素与品牌构建之间的相互关系，对运用名画元素构建自身品牌的企业具有很强的实际指导意义。探究名画元素其实就是了解名画的出处，大的时代背景，名画流派，艺术特色，外在美的体现，内在美的精神价值等。在了解以上各个部分的基础之上，进而分析品牌的定位，价值，理念，挑选适自身品牌的元素，对其加以利用。对名名画元素运用不仅仅是拿来主义，更不是简单的拼凑，嫁接。只注重名画所带来的画面视觉冲击力，一味追求所谓的高品位，有时候，只能适得其反。针对品牌在运用名画元素时可能产生的问题，依据品牌学相关的理论，建立了名画与品牌的一个综合、交互运用的新模式，并通过经典实例对其进行论证，最终证实，这种模式是可行的。本文首先分析了国内外对名画运用的现状，名画的流派类别，指出了各流派之间的差异性，这其中包括艺术风格，表现手法，代表作品等等的差别，进一步提出了论文研究课题涉猎的相关内容，基本方法以及课题研究的意义。其次，阐述了与品牌构建相关的基本理论，介绍了品牌构建的作用，原因及其要素。提出了名画元素与品牌构建交互融合的新模式，实现两者在外在价值，内在价值，类型，风格等方面的统一。最后，通过对国内外经典案例的进行全面细致的分析，对交互融合模式进行评价总结，试图证明这一模式的可行性、有效性，并达到运用名画提升品牌价值的目的。
[Abstract]:With the development of the times, especially in the modern society with the rapid development of information, famous paintings are endowed with more significance and value. To a certain extent, famous painting is a language, which can be said to be a world language, which makes famous paintings express information as elements in the information society. In fact, the use and development of famous painting elements, is no longer a strange region, many domestic and foreign brands have made various attempts. By contrast, the use of famous painting elements by foreign brands is more mature, and the domestic use of it remains more superficial and visual. In this context, exploring and studying the relationship between famous painting elements and brand building has a strong practical significance for enterprises using famous painting elements to build their own brands. To explore the elements of famous painting is to understand the origin of famous painting, the background of the times, the school of famous painting, the artistic characteristics, the embodiment of external beauty, the spiritual value of inner beauty, etc. On the basis of understanding each part above, this paper analyzes the positioning, value, idea of the brand, and selects the elements suitable for its own brand, and then makes use of it. The use of famous painting elements is not only a doctrine, but also a simple patchwork and grafting. Only pay attention to the visual impact of paintings, blindly pursue the so-called high-grade, sometimes, can only be counterproductive. Aiming at the problems that the brand may have when using the famous painting elements, according to the related theory of brand science, a new mode of comprehensive and interactive application of famous painting and brand is established, and it is proved by classical examples. This model is feasible. This paper first analyzes the current situation of the use of famous paintings at home and abroad, the genre categories of famous paintings, and points out the differences among different schools, including the artistic style, expression techniques, representative works, and so on. Furthermore, the related contents, basic methods and significance of the research are put forward. Secondly, the basic theory related to brand construction is expounded, and the function, reasons and elements of brand construction are introduced. This paper puts forward a new mode of interaction and fusion between famous painting elements and brand building, which realizes the unity of external value, internal value, type, style and so on. Finally, through the comprehensive and meticulous analysis of the classic cases at home and abroad, this paper evaluates and summarizes the interactive fusion model, trying to prove the feasibility and effectiveness of this model, and achieve the purpose of using famous paintings to enhance brand value.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;J205

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