本文選題：清酒 + 廣告設(shè)計(jì)　； 參考：《浙江理工大學(xué)》2015年碩士論文

【摘要】：本次畢業(yè)設(shè)計(jì)的選題是《白鶴清酒廣告設(shè)計(jì)》,白鶴清酒在我國(guó)以網(wǎng)購、實(shí)體為主要的銷售渠道,目前市場(chǎng)上少有為其專門設(shè)計(jì)的廣告投放,而已有的廣告設(shè)計(jì)效果欠佳,品牌知名度不高,筆者試圖通過對(duì)消費(fèi)者體驗(yàn)式營(yíng)銷理論的研究,從情感體驗(yàn)、感官體驗(yàn)角度出發(fā)對(duì)白鶴清酒進(jìn)行廣告設(shè)計(jì)。通過將傳統(tǒng)的浮世繪元素轉(zhuǎn)化為富有現(xiàn)代設(shè)計(jì)感的視覺符號(hào),使目標(biāo)消費(fèi)者達(dá)到思維上的認(rèn)同、情感上的共鳴,通過攝影的表現(xiàn)方式來展現(xiàn)產(chǎn)品的獨(dú)特設(shè)計(jì)之余,以抽象矢量的圖形符號(hào)來詮釋浮世繪風(fēng)格在當(dāng)代設(shè)計(jì)中的運(yùn)用。第一部分市場(chǎng)調(diào)研報(bào)告。本次選題的市場(chǎng)調(diào)查主要集中在清酒的品牌資料搜集、消費(fèi)者生活習(xí)慣、消費(fèi)風(fēng)格的調(diào)研采訪。首先,對(duì)清酒的相關(guān)品牌資料和市場(chǎng)上流通的品牌進(jìn)行了解分析。其次,通過市場(chǎng)調(diào)查了解目標(biāo)消費(fèi)群體的消費(fèi)心理和消費(fèi)習(xí)慣偏好。最后,搜集白鶴清酒現(xiàn)有的廣告設(shè)計(jì)和推廣效果,為本選題的設(shè)計(jì)制作提供事實(shí)依據(jù)。第二部分文獻(xiàn)研究報(bào)告。通過對(duì)消費(fèi)者體驗(yàn)式營(yíng)銷理論的深入研究,從情感體驗(yàn)、感官體驗(yàn)的角度出發(fā),進(jìn)行受眾的消費(fèi)心理、視覺需求分析,為本選題設(shè)計(jì)創(chuàng)作出符合目標(biāo)消費(fèi)者喜愛的廣告提供了理論依據(jù)。第三部分設(shè)計(jì)實(shí)踐報(bào)告。主要陳述本次選題的廣告設(shè)計(jì)全過程,從平面廣告創(chuàng)意的構(gòu)思和陳述,到具體設(shè)計(jì)方案的執(zhí)行與修改,從產(chǎn)品宣傳冊(cè)、產(chǎn)品折頁設(shè)計(jì)到產(chǎn)品形象物、環(huán)保袋等衍生品的設(shè)計(jì)開發(fā),都進(jìn)行了詳細(xì)的闡述。同時(shí),對(duì)這次廣告設(shè)計(jì)制作提出反思和總結(jié),從設(shè)計(jì)理念、設(shè)計(jì)創(chuàng)作能力等方面進(jìn)行綜合的評(píng)價(jià)。
[Abstract]:The topic of this graduation project is "White Crane sake Advertising Design." White Crane sake is mainly sold through online shopping and entity in our country. At present, there are few advertisements specially designed for it in the market, but the effect of existing advertising design is not good enough. Brand awareness is not high, the author tries to research the theory of consumer experiential marketing, from the emotional experience, sensory experience point of view of white crane sake advertising design. By transforming traditional paleocene elements into visual symbols full of modern design sense, the target consumers can reach the recognition of thinking, emotional resonance, and display the unique design of the product through the way of photography. Use abstract vector graphic symbols to explain the application of Archaean painting style in contemporary design. The first part of the market research report. This topic mainly focuses on the brand data collection, consumer life habits and consumer style interviews. First of all, the related brand information and market circulation brand analysis. Secondly, through the market survey to understand the consumer psychology and consumer habits of the target group preference. Finally, collect the existing advertising design and promotion effect of Baihe sake, and provide the factual basis for the design and production of this topic. The second part of the literature research report. Through the in-depth study of consumer experiential marketing theory, from the perspective of emotional experience and sensory experience, the consumer psychology and visual needs of the audience are analyzed. It provides a theoretical basis for the design of this topic to meet the needs of the target consumers. The third part of the design practice report. It mainly states the whole process of the advertising design of this topic, from the conception and statement of the originality of the print advertisement to the execution and modification of the specific design scheme, from the product brochure, the product folding design to the product image. Environmental protection bags and other derivatives design and development, are described in detail. At the same time, it puts forward the reflection and summary of the advertisement design, and makes a comprehensive evaluation from the design idea, the design creation ability and so on.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：J524.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前5條

1 晏國(guó)祥;;消費(fèi)體驗(yàn)理論評(píng)述[J];財(cái)貿(mào)研究;2006年06期

2 莫梅鋒;劉瀠檑;;體驗(yàn)廣告體驗(yàn)的符號(hào)化傳播[J];中國(guó)廣告;2003年02期

3 陳蕊;;關(guān)注消費(fèi)者的體驗(yàn)營(yíng)銷策略分析[J];商業(yè)經(jīng)濟(jì);2008年07期

4 楊小紅;雷霞;許益鋒;;消費(fèi)者情感體驗(yàn)的心理分析[J];蘭州交通大學(xué)學(xué)報(bào);2007年05期

5 方建清;;日本清酒生產(chǎn)發(fā)展基本知識(shí)概述[J];釀酒科技;2011年09期

相關(guān)碩士學(xué)位論文 前3條

1 黃曉丹;日本江戶時(shí)期浮世繪的審美意蘊(yùn)初探[D];福建師范大學(xué);2010年

2 張曉恰;體驗(yàn)廣告的運(yùn)作策略與模式探析[D];湖南大學(xué);2008年

3 侯青;體驗(yàn)式廣告設(shè)計(jì)研究[D];廣西師范大學(xué);2013年

，

本文編號(hào)：2078847