本文關(guān)鍵詞： 廣告設(shè)計(jì) 媒體整合 消費(fèi)心理 說服途徑　出處：《南昌大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：身處二十一世紀(jì)這眼球經(jīng)濟(jì)世界中的人們,早已對各種鋪天蓋地令人眼花繚亂的廣告厭倦不堪。盡管廣告主們投入巨額制作和發(fā)布花樣百出的廣告,收效甚微者仍然大有人在。面對廣告市場的種種不盡人意和行業(yè)競爭的與日俱增,如今商業(yè)廣告究竟應(yīng)如何設(shè)計(jì),發(fā)布媒體究竟應(yīng)如何選擇,不同媒體的廣告宣傳重心和設(shè)計(jì)風(fēng)格究竟應(yīng)如何整合,成為當(dāng)下廣告主及設(shè)計(jì)師們長期的共同難題。 放眼當(dāng)今的中國廣告,大型企業(yè)的大品牌廣告充斥著整個(gè)市場。這樣的大環(huán)境下,中小企業(yè)必須使出渾身解數(shù)吸引消費(fèi)者的眼球,引導(dǎo)消費(fèi)者發(fā)現(xiàn)并購買自己的產(chǎn)品,實(shí)現(xiàn)一定的市場份額。廣告是品牌推廣的必要途徑,只有高質(zhì)量的廣告制作以及合理的媒體整合方案,才能有效地?cái)U(kuò)大中小企業(yè)品牌的市場影響力。 在此,本文基于對平面、電視、網(wǎng)絡(luò)三大視覺媒體的各自特點(diǎn)分析以及對受眾的消費(fèi)心理研究,通過對大品牌廣告案例整合設(shè)計(jì)的剖析,從視覺效果設(shè)計(jì)出發(fā),以色彩設(shè)計(jì)為主導(dǎo),研究制定了一套尤其適用于中小企業(yè)品牌的、快速有效的廣告媒體整合設(shè)計(jì)理論。該理論主要用于產(chǎn)品廣告在策劃和實(shí)施過程中,如何選擇不同媒體,如何將產(chǎn)品賣點(diǎn)與媒體表現(xiàn)特征相結(jié)合,并展開系統(tǒng)的、有側(cè)重性的廣告設(shè)計(jì)和發(fā)布。
[Abstract]:In 21th century, people in the world of eyeball economy were tired of all kinds of dazzling advertisements, despite the huge amount of production and variety of advertisements that advertisers had put into production. There are still plenty of people with little success. In the face of the growing competition in the advertising market and the increasing competition in the industry, how should commercial advertisements be designed and how should the media choose? How to integrate advertising focus and design style of different media has become a common problem for advertisers and designers. Looking at today's advertisements in China, the big brand ads of large enterprises fill the whole market. In such a big environment, small and medium-sized enterprises must do their utmost to attract consumers' attention and guide them to find and buy their own products. Advertising is the necessary way to promote the brand. Only the high quality advertisement production and the reasonable media integration plan can effectively expand the market influence of the brand of small and medium-sized enterprises. In this paper, based on the analysis of the characteristics of the three major visual media, including plane, television and network, as well as the consumer psychology of the audience, and through the analysis of the integrated design of the big brand advertising cases, this paper starts from the visual effect design. Based on color design, a fast and effective advertising media integration design theory is developed, which is especially suitable for small and medium-sized enterprises. The theory is mainly used in how to choose different media in the process of product advertising planning and implementation. How to combine the selling point of the product with the characteristics of the media, and launch the systematic, focused advertisement design and publication.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：J524.3;F713.8

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