本文選題：服裝平面廣告 + 圖形　； 參考：《浙江理工大學(xué)》2010年碩士論文

【摘要】： 隨著經(jīng)濟(jì)的發(fā)展,企業(yè)競爭的愈發(fā)激烈,廣告創(chuàng)意的需求日益增加。成功的廣告離不開卓越的廣告創(chuàng)意,有效的廣告創(chuàng)意會給廣告帶來巨大的成效,除了能夠達(dá)成廣告的經(jīng)濟(jì)目標(biāo)以外也會增加廣告的社會效果,創(chuàng)造性的廣告創(chuàng)意設(shè)計方法成為當(dāng)代設(shè)計者所重視的課題之一。 圍繞這一現(xiàn)實意義,筆者的研究選擇了服裝平面廣告這一研究載體,試圖通過尋找、挖掘新的廣告設(shè)計手法,實現(xiàn)對服裝創(chuàng)意的提升。在圖形創(chuàng)意設(shè)計表現(xiàn)中有一種引人引人注目的手法:同構(gòu)。本文的研究嘗試把同構(gòu)的設(shè)計手法運用到服裝廣告圖形創(chuàng)意中。 本論文研究框架共分六部分: 第一章:緒論部分主要闡述了論文的研究背景、研究意義、研究方法,說明了撰寫該文必要性和創(chuàng)新性。 第二章:對同構(gòu)概念的最初來源、引入到圖形設(shè)計中的同構(gòu)的內(nèi)涵、意義,四種表現(xiàn)形式,并指出了在廣告圖形設(shè)計中同構(gòu)設(shè)計的范疇是圖形形象及圖形所傳達(dá)意義。 第三章:基于第二章對同構(gòu)設(shè)計范疇的分析,本章主要研究服裝平面廣告中的圖形形象及圖形所傳達(dá)意義的來源。服裝廣告中圖形形象主要是:品牌標(biāo)志、人物形象、服裝及其他等;服裝平面廣告圖形意義的來源根據(jù)廣告訴求點的不同主要有以下幾種:以服裝品牌為訴求點、以產(chǎn)品特性為訴求點、以產(chǎn)品促銷為訴求點。在本章的最后一節(jié)中論證了服裝平面廣告圖形同構(gòu)設(shè)計的意義。 第四章:本章節(jié)是論文的重點章節(jié)。首先論述了服裝平面廣告中同構(gòu)設(shè)計的思維基礎(chǔ):聯(lián)想和想象,其次,系統(tǒng)闡述了服裝平面廣告圖形創(chuàng)意中同構(gòu)設(shè)計的三步驟,最后用豐富的案例探討了服裝平面廣告圖形創(chuàng)意中形式同構(gòu)、含義同構(gòu)、形義同構(gòu)的具體運用方法; 第五章:本章節(jié)是案例部分,以牛仔服裝廣告為案例進(jìn)行同構(gòu)設(shè)計的實證研究,以方法論為指導(dǎo)進(jìn)行了一系列的案例創(chuàng)作; 第六章:對論文的總結(jié)及對后續(xù)研究的說明,同時也試圖發(fā)現(xiàn)一些存在的問題,并提出思考。 本文通過研究服裝平面廣告圖形的同構(gòu)設(shè)計方法,總結(jié)歸納了同構(gòu)設(shè)計的一些具體運用方法,對提升服裝廣告圖形創(chuàng)意水平,生動體現(xiàn)服裝品牌的個性和產(chǎn)品特點,刺激消費者眼球并實現(xiàn)和消費者深層次的溝通,產(chǎn)生良好的廣告效果具有可借鑒的價值。
[Abstract]:With the development of economy and the fierce competition of enterprises, the demand for advertising creativity is increasing day by day.Successful advertising can not be separated from excellent advertising creativity, effective advertising creativity will bring great results to advertising, in addition to achieving the economic objectives of advertising will also increase the social effects of advertising.Creative advertising creative design method has become one of the topics that contemporary designers attach importance to.Focusing on this practical significance, the author chooses the clothing flat advertising as the research carrier, trying to find and excavate new advertising design techniques to achieve the promotion of clothing creativity.In graphic creative design performance there is a striking technique: isomorphism.This paper tries to apply the isomorphic design method to the graphic creativity of clothing advertising.The research framework of this thesis is divided into six parts:Chapter one: the introduction part mainly elaborates the research background, the research significance, the research method, and explains the necessity and innovation of writing the paper.Chapter two: the original origin of the concept of isomorphism, the connotation, meaning and four forms of expression of isomorphism in graphic design are introduced, and it is pointed out that the category of isomorphism design in advertising graphic design is the graphic image and the meaning conveyed by graphics.Chapter three: based on the analysis of the category of isomorphic design in Chapter two, this chapter mainly studies the graphic image and the source of meaning conveyed by graphic in garment print advertising.The graphic image in clothing advertisement is mainly: brand logo, character image, clothing and so on, the origin of graphic meaning of garment print advertisement is mainly as follows according to the difference of advertisement appeal point: take clothing brand as appeal point,Take the product characteristic as the appeal point, take the product promotion as the appeal point.In the last section of this chapter, the meaning of graphic isomorphism design of garment print advertisement is demonstrated.Chapter four: this chapter is the key chapter of the thesis.This paper first discusses the thinking basis of the isomorphic design in garment advertising: association and imagination. Secondly, it systematically expounds the three steps of isomorphic design in graphic design of garment print advertising.At last, the paper discusses the concrete application methods of form isomorphism, meaning isomorphism, form meaning isomorphism in graphic creation of garment flat advertisement with rich cases.Chapter five: this chapter is a case study, with cowboy clothing advertising as a case study of isomorphism design, with methodology as the guide for a series of case creation;Chapter VI: the summary of the paper and the explanation of the follow-up research, and try to find some existing problems, and put forward some thoughts.By studying the isomorphism design method of garment graphic, this paper summarizes some concrete application methods of isomorphic design, which can improve the creative level of garment advertising graphics and vividly reflect the personality and product characteristics of clothing brand.Stimulating consumers' eyeballs and realizing deep communication with consumers, producing good advertising effects can be used for reference.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 梁淑敏;;同構(gòu)思維和同構(gòu)圖形[J];美術(shù)大觀;2012年03期

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本文編號：1765333