本文選題：pop廣告 + 形態(tài)語境��； 參考：《山東輕工業(yè)學(xué)院》2010年碩士論文

【摘要】： POP廣告作為陳列于商業(yè)場所的售賣點促銷廣告,現(xiàn)已成為商家,特別是大型超市用來展示或推出新商品的直銷式廣告形式。隨著我國商品經(jīng)濟(jì)的繁榮與發(fā)展,POP廣告也呈現(xiàn)更加多樣性藝術(shù)化的發(fā)展趨勢。 本文通過對POP廣告的涵義、特征,不同消費人群、市場、產(chǎn)品定位的分析,探討了POP廣告的策略、各種不同形態(tài),以及POP廣告設(shè)計的表現(xiàn)手法,文章作者在參與并例舉大量POP廣告設(shè)計實例的基礎(chǔ)上,對POP廣告的設(shè)計理論給予總結(jié)概括,尤其從綠色環(huán)保角度入手,闡述了POP廣告對于品牌商品的確立所具有的現(xiàn)實意義和POP廣告未來的發(fā)展前景。 POP廣告作為一種與大眾直接面對面的廣告形式,它能讓顧客直接參與到廣告中來,為品牌與銷售提供有力的支持。它是一種會說話的廣告形式,能夠喚起大眾的內(nèi)心感受,引起消費者的認(rèn)同。隨著商業(yè)經(jīng)濟(jì)的發(fā)展,這種以促銷為目的的廣告形式得到廣泛應(yīng)用,并起到不容忽視的商業(yè)作用,現(xiàn)已成為拉動經(jīng)濟(jì)增長的一大亮點。POP廣告的設(shè)計手法遵循圖形、色彩、版式的藝術(shù)法則原理,同時可利用趣味設(shè)計表現(xiàn)手法、立體空間表現(xiàn)法等表現(xiàn)手法賦予它美的形式來感染打動消費者。就POP廣告目前的情況來看,它正隨著時代與科技的發(fā)展而由二元廣告向三元廣告發(fā)展,將帶有地域特色的民俗文化融入其中,深入挖掘本土資源,開創(chuàng)具有自身特點獨立性設(shè)計語言POP廣告設(shè)計。未來的POP廣告參與性更強(qiáng),集娛樂性、社會性、文化性于一體的POP廣告極大地豐富了廣告的內(nèi)涵,也會越來越受到人們的鐘愛。
[Abstract]:POP advertising, as a sales promotion advertisement on display in commercial places, has become a direct selling advertising form used by merchants, especially large supermarkets, to display or launch new products.With the prosperity and development of commodity economy in China, pop advertising also presents a more diverse and artistic trend.Based on the analysis of the meaning, characteristics, different consumer population, market and product orientation of POP advertising, this paper discusses the strategy, various forms of POP advertising, as well as the expression of POP advertising design.On the basis of taking part in and illustrating a large number of POP advertising design examples, the author summarizes the design theory of POP advertising, especially from the perspective of green environmental protection.This paper expounds the practical significance of POP advertising for the establishment of brand goods and the future development prospect of POP advertising.POP advertising as a direct face to face with the public advertising form, it allows customers to directly participate in the advertising, for brand and sales to provide strong support.It is a spoken form of advertising, can arouse the feelings of the public, cause consumer approval.With the development of commercial economy, this advertising form, which aims at promoting sales, is widely used and plays a commercial role that can not be ignored. Now it has become a bright spot in economic growth. The design method of pop advertising follows the pattern and color.At the same time, the artistic principle of typography can make use of the expressive techniques of interesting design and stereoscopic space to give it beautiful form to infect and impress consumers.As far as the current situation of POP advertising is concerned, with the development of the times and science and technology, it is developing from dualistic advertising to ternary advertising, incorporating the folk culture with regional characteristics into it, and digging deeply into local resources.Create its own characteristics of independent design language POP advertising design.The future POP advertising is more participatory, entertainment, social, cultural POP advertising greatly enriched the content of advertising, will be more and more popular.
【學(xué)位授予單位】：山東輕工業(yè)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F713.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 郎立永;;消費者心理與POP廣告設(shè)計[J];產(chǎn)業(yè)與科技論壇;2008年10期

2 王佳;POP廣告的應(yīng)用[J];企業(yè)改革與管理;2004年07期

3 黃彪虎;;淺談連鎖超市pop廣告策略[J];商場現(xiàn)代化;2007年29期

4 倪丹;洪纓;;POP廣告中的品牌視覺形象傳播[J];商場現(xiàn)代化;2008年34期

5 李硯祖;;設(shè)計的“民族化”與全球化視野[J];設(shè)計藝術(shù);2006年02期

6 蘆青;喇凱英;;產(chǎn)品設(shè)計趣味性的探討[J];藝術(shù)與設(shè)計(理論);2009年06期

7 過山;;“一站式”商場POP廣告策略分析[J];裝飾;2009年05期

，

本文編號：1741161