發(fā)布時(shí)間：2018-07-28 21:03

【摘要】： 在當(dāng)今社會(huì),形形色色、五花八門的商業(yè)廣告充斥于我們生活的各個(gè)領(lǐng)域。作為一種大量存在于社會(huì)公共空間的設(shè)計(jì)作品,商業(yè)廣告持續(xù)不斷傳達(dá)的信息已然是除了商業(yè)信息之外,還含有其他各種信息的復(fù)合性信息。人們對(duì)商業(yè)廣告的訴求也已然是多種維度的。事實(shí)也是如此,商業(yè)廣告在傳遞商品和服務(wù)信息,擴(kuò)大商家企業(yè)市場(chǎng)占有份額,活躍經(jīng)濟(jì)的同時(shí),也起著引領(lǐng)社會(huì)風(fēng)尚、傳遞文化理念、倡導(dǎo)社會(huì)價(jià)值取向等重要作用。但是,在實(shí)際生活里,部分廣告卻存在設(shè)計(jì)維度缺失的現(xiàn)象,一些單純追求經(jīng)濟(jì)效益,不考慮應(yīng)承擔(dān)的社會(huì)責(zé)任,缺少誠(chéng)信、浪費(fèi)資源、粗制濫造、違規(guī)甚至違法的廣告屢見不鮮。這些廣告極大地影響了我國(guó)商業(yè)廣告的健康發(fā)展。在構(gòu)建“和諧社會(huì)”的今天,強(qiáng)調(diào)商業(yè)廣告設(shè)計(jì)的多維度體現(xiàn),使商業(yè)廣告的經(jīng)濟(jì)維度與其他維度要求有機(jī)統(tǒng)一起來(lái),做到企業(yè)與社會(huì)、公眾的共贏,是新時(shí)期商業(yè)廣告發(fā)展繁榮的理性要求。本文通過(guò)采訪與商業(yè)廣告有密切關(guān)系的部分廣告主、廣告設(shè)計(jì)師、廣告受眾和問卷發(fā)放的辦法,對(duì)商業(yè)廣告設(shè)計(jì)多維度問題、商業(yè)廣告領(lǐng)域現(xiàn)狀以及存在的主要問題進(jìn)行了調(diào)研,在統(tǒng)計(jì)、歸納與分析的基礎(chǔ)之上提出商業(yè)廣告設(shè)計(jì)應(yīng)該而且必須是多維度的見解。并針對(duì)當(dāng)前我國(guó)商業(yè)廣告的現(xiàn)狀,對(duì)商業(yè)廣告設(shè)計(jì)多維度進(jìn)行考量,以期對(duì)商業(yè)廣告業(yè)的健康有序發(fā)展作出自己的努力。
[Abstract]:In today's society, all kinds of commercial advertisements fill all fields of our life. As a large number of design works that exist in the social public space, the information continuously conveyed by commercial advertisements is not only the commercial information, but also the complex information of other kinds of information. People's demand for commercial advertising has been a variety of dimensions. As a matter of fact, commercial advertising plays an important role in transmitting information on goods and services, expanding the market share of businesses and enterprises, enlivening the economy, leading social fashion, transmitting cultural ideas, advocating social value orientation, and so on. However, in real life, some advertisements have the phenomenon of lack of design dimension, some simply pursue economic benefits, do not consider the social responsibility, lack of integrity, waste of resources, and shoddy. Illegal or even illegal advertising is common. These advertisements have greatly affected the healthy development of commercial advertisements in China. In today's construction of "harmonious society", the multi-dimensional embodiment of commercial advertising design is emphasized, so that the economic dimension of commercial advertising is organically unified with other dimensions, so that enterprises, society and the public can win together. It is the rational requirement of the development and prosperity of commercial advertisement in the new period. By interviewing some advertisers, designers, audience and questionnaire, this paper discusses the multi-dimensional problem of commercial advertising design. On the basis of statistics, induction and analysis, this paper puts forward that the design of commercial advertisement should and must be a multi-dimensional view. In view of the current situation of commercial advertising in China, the multi-dimensional design of commercial advertising is considered in order to make its own efforts on the healthy and orderly development of the commercial advertising industry.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F713.8

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1 王玲梅;現(xiàn)代商業(yè)廣告設(shè)計(jì)多維度考量[D];青島大學(xué);2008年

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本文編號(hào)：2151567