本文選題：品牌 + 專賣點�。� 參考：《沈陽航空航天大學(xué)》2012年碩士論文

【摘要】：日照綠茶以其天然的自然環(huán)境和優(yōu)良的栽培制作技術(shù),孕育了日照綠茶“香氣高、滋味濃、耐沖泡”的特殊品質(zhì),經(jīng)專家鑒定,日照綠茶含有豐富的維生素、礦物質(zhì)和對人體有用的微量元素,其中硒含量接近南方一般綠茶的十倍。然而南方綠茶成功的覆蓋了北方市場,日照綠茶的銷售卻始終不景氣,根據(jù)研究和分析,這與日照綠茶專賣點的廣告設(shè)計有一定的關(guān)系。 本文對日照綠茶專賣點的廣告設(shè)計展開研究,通過對現(xiàn)有日照綠茶廣告設(shè)計的現(xiàn)狀及其日照綠茶周邊茶類廣告設(shè)計現(xiàn)狀的分析,找出日照綠茶專賣點廣告設(shè)計優(yōu)勢與劣勢,在已有優(yōu)勢的基礎(chǔ)上改進(jìn)不足之處,企望通過售點廣告改變?nèi)照站G茶終端銷售不景氣的現(xiàn)象。 文章從茶類廣告設(shè)計語言的圖形、色彩、文字等角度出發(fā),探索適合表現(xiàn)日照綠茶品質(zhì)特征的廣告設(shè)計語言,利用反完善、夸張等表現(xiàn)手法將日照綠茶的賣點準(zhǔn)確的表現(xiàn)在專賣點廣告中;在“七戒”理論的指導(dǎo)下將日照綠茶海報的主題、廣告賣點的氣氛準(zhǔn)確的表現(xiàn)出來。 通過對本課題的研究,探索了日照綠茶專賣點廣告設(shè)計的廣告內(nèi)容、表現(xiàn)形式以及表現(xiàn)手法,總結(jié)了商品的賣點在終端銷售市場廣告設(shè)計中的重要性。
[Abstract]:Rizhao green tea, with its natural environment and excellent cultivation techniques, has given birth to the special quality of Rizhao green tea, which is characterized by its high aroma, strong taste, and resistance to brewing. It has been identified by experts that Rizhao green tea is rich in vitamins.Minerals and trace elements that are useful to the human body, in which selenium content is nearly ten times as high as that of normal southern green tea.However, the southern green tea has successfully covered the northern market, but the sales of Rizhao green tea have always been depressed. According to research and analysis, this has something to do with the advertising design of Rizhao green tea monopoly sites.This paper studies the advertising design of Rizhao Green Tea Monopoly, through the analysis of the present situation of Rizhao Green Tea advertisement Design and the current situation of Rizhao Green Tea Peripheral Tea advertisement Design, find out the advantages and disadvantages of Rizhao Green Tea Monopoly spot advertising design.Based on the existing advantages and disadvantages, we hope to change the decline in the terminal sales of Rizhao green tea by selling some advertisements.Based on the graphic, color and text aspects of the tea advertising design language, this paper explores the advertising design language suitable for expressing the quality characteristics of Rizhao green tea, and makes use of anti-perfection.Under the guidance of the theory of "Seven precepts", the theme of Rizhao green tea poster and the atmosphere of advertisement selling point are accurately displayed under the guidance of the theory of "Seven precepts".Through the research of this subject, this paper probes into the advertising content, form and expression of the advertising design of Rizhao Green Tea Monopoly, and sums up the importance of the selling point of goods in the advertising design of the terminal sales market.
【學(xué)位授予單位】：沈陽航空航天大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：J524.3

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