本文選題：20世紀(jì)后期 + 中國　； 參考：《湘潭大學(xué)》2006年碩士論文

【摘要】： 20世紀(jì)后期中美廣告設(shè)計的主導(dǎo)觀念,經(jīng)歷了不同但又有一定聯(lián)系的發(fā)展階段。中國經(jīng)歷了“產(chǎn)品為中心,直實傳達(dá)信息”、“產(chǎn)品與消費者心理相聯(lián)結(jié),注重形象,巧妙傳達(dá)信息”以及“傳流文化和消費者個性為本,完善形象,精準(zhǔn)靈活傳達(dá)信息”的演變;美國則經(jīng)歷了“圍繞產(chǎn)品與消費者需求相聯(lián)系的特性,理性詳盡傳達(dá)信息”、“注重聯(lián)系消費者心理,塑造品牌個性形象,巧妙傳達(dá)信息”和“社會話題與消費者心理相聯(lián)結(jié),品牌內(nèi)涵、個性為重,多方精巧傳達(dá)信息”的演變。中美20世紀(jì)后期的經(jīng)濟(jì)環(huán)境、傳播條件等因素對中美廣告設(shè)計主導(dǎo)觀念演變具有重要影響。20世紀(jì)后期中美廣告設(shè)計主導(dǎo)觀念具有以下特性:在相同經(jīng)濟(jì)環(huán)境下,二者主導(dǎo)觀念的關(guān)注點具有同一性;傳播條件相異,但經(jīng)濟(jì)、文化環(huán)境相同,雙方廣告設(shè)計主導(dǎo)觀念的內(nèi)容有相似之處,但廣告的外在形式會有差異;相同的消費者需求常源于相同的經(jīng)濟(jì)環(huán)境,它會促成設(shè)計者素養(yǎng)相似,廣告設(shè)計的主導(dǎo)觀念多有重合;文化環(huán)境相異,但經(jīng)濟(jì)環(huán)境、傳播條件等相同,二者主導(dǎo)觀念下的廣告設(shè)計,目的和方法一致,但廣告主題的選擇標(biāo)準(zhǔn)會相異。揭示20世紀(jì)后期中美廣告設(shè)計主導(dǎo)觀念演變的規(guī)律,對指導(dǎo)廣告從業(yè)者樹立正確的設(shè)計觀念和進(jìn)行業(yè)務(wù)實踐有著重要意義。
[Abstract]:In the late 20 ~ (th) century, the dominant ideas of advertising design in China and America went through different but related stages. China has experienced "product-centered, direct-reality transmission of information", "product and consumer psychology linked, pay attention to image, skillfully convey information" and "flow culture and consumer personality as the basis, improve the image," The evolution of accurate and flexible communication of information; the United States has experienced "around the product and consumer needs linked characteristics, rational and detailed communication of information," focus on the psychology of consumers, shaping the brand personality image, " The evolution of cleverly communicating information "and" social topic and consumer psychology, brand connotation, personality is the most important, multi-subtle communication information "evolution. The economic environment and communication conditions of the late 20th century between China and the United States have an important impact on the evolution of the dominant concept of advertising design between China and the United States. In the late 20th century, the dominant concept of advertising design in China and the United States has the following characteristics: under the same economic environment, The two dominant concepts have the same focus, the communication conditions are different, but the economic and cultural environment are the same, the content of the two leading ideas of advertising design is similar, but the external form of advertising will be different. The same consumer demand often originates from the same economic environment, which leads to the similarity of designers' literacy, the overlapping of the dominant concepts of advertising design, and the different cultural environment, but the same economic environment, the same communication conditions, etc. The design, purpose and method of advertising are the same, but the choice criteria of advertising theme will be different. It is of great significance to reveal the law of the evolution of the leading ideas of advertising design in China and the United States in the late 20th century, which is of great significance to guide the advertising practitioners to set up correct design concepts and carry out business practices.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：J524.3

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