本文選題：DM廣告 + 創(chuàng)意策略　； 參考：《湖南師范大學(xué)》2012年碩士論文

【摘要】：DM廣告(Directmail Advertising)即DM,全稱直接郵寄廣告。它對廣告所選定的對象,用直接投遞的方式傳達(dá)廣告主要所要傳達(dá)的信息,通過融合媒介性能去符合更加個(gè)性化的信息需求。DM廣告的投遞是一對一的,能使得受眾有被尊重的感覺。在當(dāng)今廣告業(yè)日益膨脹的情況下,信息的傳播越來越重視美學(xué)表現(xiàn)和從受眾的角度去研究其效果。 本課題旨在探索DM廣告中創(chuàng)意設(shè)計(jì)因素的作用及其規(guī)律,重點(diǎn)分析DM設(shè)計(jì)中所需要的形態(tài)特點(diǎn)和藝術(shù)特征,努力更加全面準(zhǔn)確地解讀和表現(xiàn)DM廣告的藝術(shù)特質(zhì)。相關(guān)研究不僅可以為進(jìn)一步提升DM廣告創(chuàng)意設(shè)計(jì)的實(shí)用性提供理論支撐,而且可以拓寬DM廣告研究視野,豐富DM廣告創(chuàng)意設(shè)計(jì)的研究內(nèi)容,也可為DM廣告業(yè)、相關(guān)部門和廣大商家在具體實(shí)踐過程中提供理論指導(dǎo)和操作方法,這是本研究的根本目的和重要意義。本文廣泛采用了理論剖析法、文獻(xiàn)綜述法、案例分析法以及比較分析法。但從學(xué)理的角度來說,什么是DM廣告,以什么作為研究的理論基礎(chǔ),始終是展開分析的前提。據(jù)此,本文首先對我國DM廣告的表現(xiàn)形式、使用范圍、基本功能、主要特點(diǎn)進(jìn)行深入的探究和整理。 好的創(chuàng)意設(shè)計(jì)是產(chǎn)品宣傳取得良好效果的基礎(chǔ),如何設(shè)計(jì)出有創(chuàng)造性并且新穎優(yōu)秀的作品,即在DM廣告中充分發(fā)揮創(chuàng)意設(shè)計(jì)因素的作用,始終是本研究的根本內(nèi)容。本文將創(chuàng)意設(shè)計(jì)因素的兩個(gè)方面,即創(chuàng)意策略和創(chuàng)意設(shè)計(jì)作為研究重點(diǎn),輔之于相關(guān)典型案例說明,以對我國DM廣告中的創(chuàng)意設(shè)計(jì)因素進(jìn)行全面審視和系統(tǒng)分析。在創(chuàng)意策略因素方面,文中重點(diǎn)探討了DM廣告的目標(biāo)設(shè)定、對象選擇、時(shí)空測定、賣點(diǎn)制造以及遞送方式；而在創(chuàng)意設(shè)計(jì)因素方面,文中重點(diǎn)探討了DM廣告的色彩表現(xiàn)與處理、圖形語言表達(dá)、文稿視覺傳達(dá)、版式組合選擇、造型樣式設(shè)計(jì),最后列舉了酒店、化妝品、房地產(chǎn)三個(gè)案例進(jìn)行實(shí)際分析。 未來的廣告創(chuàng)意的趨勢將越來越趨向個(gè)性化、本土化、復(fù)合化及多元化。隨著個(gè)性的解放,人們的審美都在不斷升華,越來越追求標(biāo)新立異、獨(dú)一無二。本土化往往與民族文化有關(guān)聯(lián)。在不同的地區(qū)和國家之間進(jìn)行廣告宣傳時(shí),需要根據(jù)當(dāng)?shù)氐奈幕瘋鹘y(tǒng)特色和人們的審美水平來做出相應(yīng)的調(diào)整。DM廣告可以從平面形態(tài)、合作營銷模式方面復(fù)合,以達(dá)到更好的收益,這種收益對于廣告商及產(chǎn)品宣傳商家兩方都是雙贏。本文最后從廣告設(shè)計(jì)的符號、品牌、意境這三方面做了多元化設(shè)計(jì)的補(bǔ)充說明。
[Abstract]:DM ads Directmail Advertising, that is, DM, the full name of direct mail advertising. It communicates the main message of the advertisement by direct delivery to the object selected by the advertisement. The delivery of the advertisement is one-to-one through the integration of the media performance to meet the more personalized information demand. Can make the audience feel respected. With the increasing expansion of the advertising industry, the dissemination of information pays more and more attention to aesthetic performance and studies its effects from the perspective of the audience. The purpose of this paper is to explore the function and regularity of creative design factors in DM advertisement, to analyze the characteristics of form and art needed in DM design, and to interpret and express the artistic characteristics of DM advertisement more comprehensively and accurately. The related research can not only provide theoretical support for improving the practicability of DM advertising creative design, but also broaden the field of DM advertising research and enrich the research content of DM advertising creative design. The basic purpose and significance of this study is to provide theoretical guidance and operational methods in the practical process. Theoretical analysis, literature review, case analysis and comparative analysis are widely used in this paper. But from a theoretical point of view, what is DM advertising, what is the theoretical basis of research, is always the premise of analysis. Based on this, this paper first explores and arranges the form, scope, basic function and main features of DM advertisement in China. Good creative design is the basis for product propaganda to achieve good results. How to design creative and novel excellent works, that is, to give full play to the role of creative design factors in DM advertising, is always the basic content of this study. In this paper, two aspects of creative design factors, namely, creative strategy and creative design, are taken as the research focus, supplemented by relevant typical cases, in order to comprehensively examine and systematically analyze the creative design factors in DM advertisements in China. In terms of creative strategy factors, the paper focuses on the target setting, object selection, space-time measurement, selling point manufacture and delivery mode of DM advertisement, while on creative design factor, the paper focuses on the color expression and processing of DM advertisement. Graphic language expression, text visual communication, layout combination selection, styling design, finally listed hotel, cosmetics, real estate three cases for practical analysis. The trend of advertising creativity in the future will be more and more individualized, localized, compound and diversified. With the liberation of personality, people's aesthetic are constantly sublimation, more and more pursuit of innovation, unique. Localization is often associated with national culture. When advertising is carried out in different regions and countries, it is necessary to make corresponding adjustments according to the local cultural and traditional characteristics and people's aesthetic level. The advertising of .DM can be combined from the plane form and the cooperative marketing model. To achieve better revenue, this income for advertisers and product advertising both sides are win-win. At the end of this paper, the author makes a supplementary explanation of the pluralistic design from the aspects of symbol, brand and artistic conception of advertising design.
【學(xué)位授予單位】：湖南師范大學(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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