【摘要】：在社會經(jīng)濟(jì)繁榮的背景下，服裝企業(yè)積極通過各種形式來進(jìn)行服裝產(chǎn)品、服裝品牌形象的宣傳，其表現(xiàn)形式豐富而多元化。服裝品牌要在激烈的服裝市場競爭中取得一定的市場份額，必須通過樹立獨(dú)特的品牌形象，讓目標(biāo)消費(fèi)群體認(rèn)知和接受。服裝是奠定物質(zhì)和精神雙重功能的產(chǎn)品，因此，品牌文化的表現(xiàn)即成為策劃和創(chuàng)意服裝廣告的重要內(nèi)容，本論文旨在研究服裝廣告對于品牌文化的表現(xiàn)，通過分析現(xiàn)行服裝廣告中品牌文化表現(xiàn)和視覺識別表現(xiàn)，總結(jié)服裝品牌文化表現(xiàn)的類型，為現(xiàn)代服裝廣告提供創(chuàng)意思維新思路。 論文通過調(diào)研分析目前國內(nèi)服裝廣告在視覺表現(xiàn)上存在的問題，梳理和總結(jié)了國內(nèi)外服裝廣告的發(fā)展歷程，探討了服裝廣告與品牌文化的關(guān)系，強(qiáng)調(diào)品牌文化能有效地在服裝廣告中營造藝術(shù)氛圍，，增強(qiáng)競爭力和說服力，通過分析服裝廣告品牌文化表現(xiàn)在時代發(fā)展中呈現(xiàn)的個性化、民族性、時代性及風(fēng)格性特征，認(rèn)為重視品牌文化內(nèi)涵的注入，人性化的需求和無國界的創(chuàng)意是服裝廣告在國際化趨勢下品牌文化表現(xiàn)的重要戰(zhàn)略。 論文通過分析國內(nèi)外廣告不同類型品牌的文化表現(xiàn)手法，從感性認(rèn)知的角度歸納總結(jié)出品牌文化的唯美、奢華、簡約、性感、另類和藝術(shù)等六大類視覺表現(xiàn)；從理性認(rèn)知的角度總結(jié)出功能訴求、返璞歸真、自我價值體現(xiàn)、社會現(xiàn)象和生活場景等五大類情感表現(xiàn)。從視覺識別的角度研究品牌文化的表現(xiàn)載體，指出圖形、色彩、名人三要素作為服裝廣告常用的設(shè)計(jì)手法，具有較強(qiáng)的識別性。分別從標(biāo)志、海報、櫥窗、包裝、吊牌等方面研究品牌文化表現(xiàn)。研究表明：通過視覺語言的設(shè)計(jì)，標(biāo)志作為視覺識別符號能快捷地表現(xiàn)品牌文化，櫥窗、海報結(jié)合視覺元素能夠直接表現(xiàn)品牌文化，有效提升品牌的識別度，包裝和吊牌結(jié)合視覺元素可以間接和延續(xù)性地表現(xiàn)品牌文化，增加受眾對品牌文化的體驗(yàn)和記憶。 論文對國內(nèi)服裝品牌JNBY的文化表現(xiàn)進(jìn)行了實(shí)證研究，并進(jìn)行了案例分析和抽樣調(diào)查。研究表明，服裝品牌要樹立獨(dú)特的品牌形象和清晰的視覺識別，需要注入文化內(nèi)涵，在國際化的趨勢下，應(yīng)以民族文化的基點(diǎn)，有效運(yùn)用視覺語言進(jìn)行品牌文化表現(xiàn)，有利于區(qū)別同質(zhì)化品牌。在服裝廣告中充分表現(xiàn)品牌文化內(nèi)涵有利于引起消費(fèi)者精神上的共鳴，提高消費(fèi)者對品牌的認(rèn)知度和忠誠度。
[Abstract]:In the context of social and economic prosperity, clothing enterprises actively through various forms of clothing products, clothing brand image publicity, its manifestation is rich and diversified. In order to gain a certain market share in the fierce competition of clothing market, the clothing brand must be recognized and accepted by the target consumers by setting up a unique brand image. Clothing is a product with both material and spiritual functions. Therefore, the expression of brand culture has become an important part of planning and creative clothing advertising. This paper aims to study the performance of clothing advertising for brand culture. By analyzing the brand culture expression and visual recognition performance in the current clothing advertisement, this paper summarizes the types of the clothing brand culture expression, and provides a new idea of creative thinking for the modern clothing advertisement. Through investigation and analysis of the current domestic clothing advertising in the visual performance of the existing problems, combing and summing up the development of clothing advertising at home and abroad, discussed the relationship between clothing advertising and brand culture. It is emphasized that brand culture can effectively create artistic atmosphere, enhance competitiveness and persuasion in clothing advertising. By analyzing the individuation, nationality, epochal and stylistic features of clothing advertising brand culture in the development of the times, brand culture is emphasized. It is considered that attaching importance to the injection of brand culture connotation, humanized demand and the creativity without national boundaries are the important strategies for the brand culture performance of clothing advertising in the trend of internationalization. By analyzing the cultural expression techniques of different brands in advertising at home and abroad, this paper sums up six kinds of visual expression of brand culture from the perspective of perceptual cognition, such as beauty, luxury, simplicity, sexy, alternative and art. From the angle of rational cognition, this paper sums up five kinds of emotional expressions, such as functional appeal, returning to nature, reflecting self value, social phenomenon and life scene. This paper studies the expression carrier of brand culture from the point of view of visual recognition, and points out that graphics, color and celebrity are the common design techniques of clothing advertisement, and have strong recognition. Respectively from the logo, poster, window, packaging, tag and other aspects of brand culture. The research shows that: through the design of visual language, logo as a visual identification symbol can quickly express brand culture, window, poster combined with visual elements can directly express brand culture, effectively improve the recognition of brand. Packaging and tag combined with visual elements can indirectly and continuously express brand culture and increase the audience's experience and memory of brand culture. This paper makes an empirical study on the cultural performance of domestic clothing brand JNBY, and carries out a case study and sample investigation. The research shows that in order to set up unique brand image and clear visual recognition, clothing brand needs to inject cultural connotation. In the trend of internationalization, brand culture should be effectively expressed by using visual language based on the basic point of national culture. Is advantageous to distinguish homogenized brand. The full expression of brand cultural connotation in clothing advertising is conducive to the spiritual resonance of consumers, and to enhance consumers' recognition and loyalty to the brand.
【學(xué)位授予單位】：西安工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：J524.3

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本文編號：2326545