本文關鍵詞： 廣告賽事 品牌形象 塑造與設計 中國廣告大獎賽　出處：《華東理工大學》2015年碩士論文　論文類型：學位論文

【摘要】：20世紀80年代的中后期伊始,我國廣告行業(yè)迅猛發(fā)展,逐漸孕育并催生了中國廣告賽事。各類廣告賽事充分體現(xiàn)了廣告人的創(chuàng)作水準和創(chuàng)意思想,是世界各國廣告文化碰撞與交流的重要平臺。優(yōu)秀的國際型廣告賽事有助于我國創(chuàng)意設計產(chǎn)業(yè)的優(yōu)化升級以及各地廣告文化事業(yè)的不斷提升。在此背景下,探索廣告賽事品牌形象塑造與設計策略有著重要的理論意義及實際價值。 廣告賽事必須十分重視塑造品牌形象。品牌形象是指企業(yè)或其某個品牌在市場上、在社會公眾心中所表現(xiàn)出的個性特征,它體現(xiàn)公眾特別是消費者對品牌的評價與認知。品牌形象與品牌不可分割,形象是品牌的根基、是品牌表現(xiàn)出來的特征,反映了品牌的實力與本質。筆者認為廣告賽事品牌形象塑造是一個系統(tǒng)過程,塑造廣告賽事品牌形象要堅持文化性原則、求異原則、長期性和兼容性原則；其構成包括廣告賽事品牌形象塑造的內容、流程與傳播策略；國內外廣告賽事品牌形象塑造的優(yōu)秀案例,為廣告賽事品牌形象塑造與設計提供借鑒；研究認為品牌定位是廣告賽事品牌形象塑造的前提,品牌個性是廣告賽事品牌形象塑造的靈魂,品牌VⅥ設計是廣告賽事品牌形象塑造的表現(xiàn)元素,品牌整合營銷傳播是廣告賽事品牌形象塑造的途徑。 在理論研究的基礎上,以筆者參與的“中國廣告年度大獎賽”品牌塑造與設計的項目作為實證研究,研究認為“中國廣告年度大獎賽”的成功之道與策略主要有：一是提煉鮮明的賽事品牌個性識別,包括賽事品牌文化、賽事品牌標識、優(yōu)質賽事產(chǎn)品；二是設計獨特的賽事品牌視覺要素,包括與眾不同的基礎要素和獨具魅力的應用要素；三是整合有效的賽事品牌傳播策略,包括線上線下、跨界互動的廣告?zhèn)鞑ゲ呗?溝通交流、攻心為上的公關傳播策略,內外聯(lián)動、服務周到的活動傳播策略,以及傳遞體驗、強化聲譽的名人傳播策略等。 本文通過對目前國內為數(shù)不多有關廣告賽事品牌形象的文獻資料的整理和歸納,研究了廣告賽事品牌形象塑造與設計的理論,以期為中國廣告賽事品牌形象理論研究的深入以及實踐的展開提供理論上的借鑒和支持。
[Abstract]:At the beginning of the middle and late period in 1980s, the advertising industry of our country developed rapidly, which gave birth to and gave birth to Chinese advertising events. All kinds of advertising events fully reflected the creative standard and creative ideas of advertisers. It is an important platform for the collision and exchange of advertising culture around the world. The excellent international advertising events will help to optimize and upgrade the creative design industry and the promotion of advertising culture in various parts of the world. In this context. It is of great theoretical significance and practical value to explore the brand image shaping and design strategy of advertising events. Advertising events must attach great importance to the creation of brand image. Brand image refers to the enterprise or its brand in the market, the public in the hearts of the individual characteristics. It reflects the evaluation and cognition of brand by the public, especially consumers. The brand image is inseparable from the brand, and the image is the foundation of the brand and the characteristic of the brand. It reflects the strength and essence of the brand. The author thinks that the brand image of advertising events is a systematic process. The brand image of advertising events should adhere to the cultural principle, the principle of seeking difference, the principle of long-term and compatibility. Its composition includes the content, the flow and the communication strategy of the brand image of the advertising competition. Domestic and foreign advertising events brand image molding excellent cases, for advertising events brand image shaping and design to provide reference; Brand positioning is the premise of advertising events brand image shaping, brand personality is the soul of advertising events brand image shaping, brand V 鈪，

本文編號：1475098