本文選題：品牌　切入點(diǎn)：品牌美學(xué)　出處：《北京服裝學(xué)院》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：本文從品牌美學(xué)的獨(dú)特視角,初步研究了品牌美學(xué)理論對(duì)品牌構(gòu)建及傳播的深遠(yuǎn)意義,以及在平面廣告設(shè)計(jì)中的存在與演繹。本文首先對(duì)品牌美學(xué)的內(nèi)涵進(jìn)行相對(duì)完整的闡述,進(jìn)而從品牌審美心理、品牌審美活動(dòng)、品牌美學(xué)原則為線索分析平面廣告設(shè)計(jì)的方法,從而找到品牌美學(xué)在平面廣告設(shè)計(jì)中存在的價(jià)值,提出基于品牌美學(xué)的平面廣告設(shè)計(jì)的表現(xiàn)形式。那么,當(dāng)品牌美學(xué)的內(nèi)涵與平面廣告設(shè)計(jì)相互融合時(shí),它不僅能準(zhǔn)確表達(dá)品牌蘊(yùn)含著的深厚文化內(nèi)涵,同時(shí)還具有美學(xué)特征和審美情趣,這正是平面廣告設(shè)計(jì)所追求的最高藝術(shù)境界。 平面廣告設(shè)計(jì)受到多媒體技術(shù)等多種表現(xiàn)形式的沖擊,但是,平面廣告設(shè)計(jì)自身在發(fā)展演變的過程中積淀下來的文化精神與審美內(nèi)涵,依然是平面廣告設(shè)計(jì)繼續(xù)前行與發(fā)展的指導(dǎo)性思想。平面廣告與品牌美學(xué)的完美契合,正是平面廣告設(shè)計(jì)長(zhǎng)期審美積淀的果實(shí),也是廣告設(shè)計(jì)師們?cè)谠O(shè)計(jì)過程中必然探索的目標(biāo)之一,這也是本文的研究?jī)r(jià)值所在。 承載著品牌美學(xué)的平面廣告的商業(yè)目的被巧妙掩蓋在審美情趣之下,平面廣告本身的審美特性也因此體現(xiàn)出來,消費(fèi)者以愉悅的心情去欣賞廣告,用審美的眼光去審視廣告作品并進(jìn)行思考。本文力圖能通過更多的平面廣告實(shí)例來論證上述觀點(diǎn),希望能夠比較全面深入的對(duì)平面廣告設(shè)計(jì)中的品牌之美進(jìn)行闡述和研究。
[Abstract]:From the unique perspective of brand aesthetics, this paper preliminarily studies the profound significance of brand aesthetics theory to brand construction and dissemination, as well as the existence and deduction of brand aesthetics in graphic advertising design. Then it analyzes the method of plane advertisement design from brand aesthetic psychology, brand aesthetic activity and brand aesthetic principle, and finds out the value of brand aesthetics in print advertisement design. Then, when the connotation of brand aesthetics and graphic advertising design are combined, it can not only accurately express the profound cultural connotation of brand. At the same time, it has aesthetic characteristics and aesthetic interest, which is the highest artistic realm pursued by graphic advertising design. Graphic advertising design is impacted by multimedia technology and other forms of expression. However, the cultural spirit and aesthetic connotation of graphic advertising design itself have accumulated in the process of development and evolution. The perfect agreement between print advertising and brand aesthetics is the fruit of the long-term aesthetic accumulation of print advertising design. It is also one of the goals that advertising designers must explore in the process of design, which is also the value of this paper. The commercial purpose of the print advertisement carrying brand aesthetics is subtly concealed under the aesthetic taste, and the aesthetic characteristics of the print advertisement itself are also reflected in this way. Consumers enjoy the advertisement with a pleasant mood. This paper tries to prove the above viewpoint through more examples of print advertising, hoping to expound and study the beauty of brand in print advertising design.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J524.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 張銳;張q，

本文編號(hào)：1582142