【摘要】：如今隨著市場經(jīng)濟(jì)的不斷發(fā)展,人民生活質(zhì)量有了顯著的提升,餐飲行業(yè)的發(fā)展如雨后春筍般競爭激烈�，F(xiàn)今的餐飲業(yè)對于消費者而言,不僅只局限于食物自身的物質(zhì)性層面,而尤其注重社會、藝術(shù)、審美、民俗等其他方面的內(nèi)在屬性,整體餐飲行業(yè)的競爭已逐步發(fā)展為企業(yè)文化底蘊的競爭。無論是連鎖快餐店還是高級宴會餐廳的宣傳中,各式各樣的招貼宣傳品隨處可見,餐飲企業(yè)將餐飲產(chǎn)品等相關(guān)信息利用招貼這一媒介傳遞給消費者,在同質(zhì)化競爭中提升餐飲品牌的知名度,樹立餐飲品牌形象,準(zhǔn)確傳遞產(chǎn)品信息,有效提升餐飲品牌競爭力。餐飲招貼作為餐飲企業(yè)宣傳媒介中最為大眾化的視覺表現(xiàn)形式,傳達(dá)產(chǎn)品信息是其基本功能,設(shè)計形式多種多樣,通過深層次地挖掘餐飲企業(yè)產(chǎn)品新形象來最大范圍地激活大眾的消費欲望。一張成功的餐飲招貼可以有效激活人們的消費,人們對視覺化的追求又促進(jìn)了餐飲招貼的不斷前進(jìn),這正是本文所研究的主要觀點。文章通過對視覺語言要素的分析,研究消費者的視覺需求,分析什么樣的餐飲招貼可以在瞬間捕獲消費者的眼球,激活消費者的購買欲望,進(jìn)而構(gòu)成餐飲產(chǎn)品的出售,推動市場經(jīng)濟(jì)的發(fā)展,將餐飲企業(yè)的招貼效應(yīng)發(fā)揮至極致。還通過對成功的餐飲招貼案例分析提取有效的因素,歸納總結(jié),尋找餐飲招貼吸引視覺的有效因素,掌握餐飲招貼能夠俘獲人心并促使其視覺消費的每一個特點。成功的餐飲招貼是激活人們消費的有利途徑,推動了市場經(jīng)濟(jì)的發(fā)展;同時,深刻了解消費者的視覺消費特點又是成功地設(shè)計餐飲招貼的有利保證。
[Abstract]:With the continuous development of market economy, the quality of life of people has been significantly improved, the development of catering industry is fierce competition like bamboo shoots. As far as consumers are concerned, today's catering industry is not only confined to the material aspects of food itself, but also pays particular attention to the inherent attributes of society, art, aesthetics, folklore, and so on. The competition of the whole catering industry has gradually developed into the competition of corporate culture. No matter in the promotion of chain fast food restaurants or high-level banquet restaurants, all kinds of posters can be found everywhere. Food and beverage enterprises will use the poster to transmit the relevant information, such as food and beverage products, to consumers. In the homogeneous competition to promote the popularity of food and beverage brands, establish brand image, accurate transmission of product information, effectively enhance the competitiveness of food and beverage brands. As the most popular form of visual expression in the propaganda media of catering enterprises, the basic function of food and beverage poster is to convey product information, and there are many kinds of design forms. Through deep-level excavating the new image of the food and beverage enterprise product to activate the mass consumption desire to the greatest extent. A successful food poster can effectively activate people's consumption, and people's pursuit of visualization promotes the continuous progress of food and beverage poster, which is the main point of this paper. Through the analysis of visual language elements, this paper studies the visual needs of consumers, and analyzes what kind of food and beverage posters can capture consumers' eyeballs in an instant, activate consumers' desire to buy, and then constitute the sale of food and beverage products. Promote the development of market economy, catering enterprises to exert the poster effect to the extreme. Through the analysis of the successful food and beverage poster case to extract the effective factors, summarized, to find out the food poster to attract visual effective factors, to grasp the food poster can capture the hearts of people and promote its visual consumption of each characteristic. Successful food and beverage poster is a favorable way to activate people's consumption and promote the development of market economy. At the same time, a deep understanding of consumers' visual consumption characteristics is a favorable guarantee for the successful design of food and beverage posters.
【學(xué)位授予單位】：湖北美術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：J524.3

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本文編號：2387287