商業(yè)廣告策劃與設(shè)計(jì)系統(tǒng)研究
發(fā)布時(shí)間：2018-11-27 16:14
【摘要】：廣告策劃是策劃工作的一個(gè)應(yīng)用領(lǐng)域,是大系統(tǒng)中的一個(gè)組成部分。筆者在本論文的研究中,從商業(yè)廣告活動(dòng)的角度出發(fā),將商業(yè)廣告策劃本身作為一個(gè)大系統(tǒng),而廣告調(diào)研、廣告定位、廣告媒介、廣告預(yù)算、廣告效果測評(píng)、廣告設(shè)計(jì)作為其中的子系統(tǒng)。所以說,現(xiàn)代商業(yè)廣告策劃是一個(gè)系統(tǒng)工程,各個(gè)子系統(tǒng)經(jīng)過它的協(xié)調(diào)與統(tǒng)一,圍繞一個(gè)明確的目標(biāo),使廣告活動(dòng)取得最佳的效果。 筆者在本論文的研究中,有效地借鑒了國內(nèi)外廣告策劃的經(jīng)典理論和最新研究成果:立足于創(chuàng)新,理論與實(shí)踐并重。在系統(tǒng)介紹廣告策劃理論的同時(shí),吸收了國內(nèi)外優(yōu)秀的廣告案例和優(yōu)秀廣告作品的制作經(jīng)驗(yàn),著重解決廣告操作的實(shí)際問題。隨著我國加入WTO,為中國的廣告帶來了新的機(jī)遇,而中國作為一個(gè)廣告高速發(fā)展中的國家,我們應(yīng)該結(jié)合中國的實(shí)際情況探討廣告在中國究竟應(yīng)該如何操作和發(fā)展,怎樣才能與世界接軌,怎樣才能通過廣告使世界更加了解我們。 全文首先從整體論述了商業(yè)廣告策劃的歷史淵源及發(fā)展,并以傳播學(xué)為理論基礎(chǔ),對(duì)商業(yè)廣告的傳播理論作了宏觀地分析和研究。然后再從商業(yè)廣告策劃的程序步驟出發(fā)將本論文分為幾個(gè)子系統(tǒng)來研究,對(duì)每個(gè)子系統(tǒng)進(jìn)行客觀的分析、研究,并提供了一些切實(shí)可行的方法來指導(dǎo)每一步的進(jìn)行,這一部分是本文的重點(diǎn),而這一部分的重點(diǎn)是對(duì)商業(yè)廣告設(shè)計(jì)的把握。最后,又回到整體來,對(duì)商業(yè)廣告策劃的發(fā)展前景作了全局性的展望。 本論文的研究成果主要表現(xiàn)在以下幾個(gè)方面: 第一、本文將現(xiàn)代廣告策劃作為一個(gè)系統(tǒng)工程,從各個(gè)子系統(tǒng)加以研究和論述,論述方法是從整體到局部,再由局部到整體。 第二、將較成熟、系統(tǒng)的傳播學(xué)原理借鑒到商業(yè)廣告策劃的探討與論述中。試圖探討商業(yè)廣告中特有的信息傳播原理。 第三、在廣告策劃的發(fā)展前景中,著重探討整合傳播策劃如何才能洋為中用,試圖探索一條適合當(dāng)代中國廣告發(fā)展的具有中國特色的廣告策劃方法。
[Abstract]:Advertising planning is an application of planning work, is a part of the large system. In the research of this paper, from the perspective of commercial advertising activities, commercial advertising planning itself as a large system, and advertising research, advertising positioning, advertising media, advertising budget, advertising effect evaluation, Advertising design as one of the subsystems. Therefore, modern commercial advertising planning is a system engineering, each subsystem through its coordination and unity, around a clear goal, so that advertising activities achieve the best results. In the research of this thesis, the author effectively draws lessons from the classical theories and the latest research results of advertising planning at home and abroad: based on innovation, both theory and practice are emphasized. This paper introduces the theory of advertising planning systematically, absorbs the excellent advertising cases and the production experience of excellent advertising works at home and abroad, and focuses on solving the practical problems of advertising operation. As China's entry into WTO, brings new opportunities for China's advertising, as a country with rapid development of advertising, we should discuss how advertising should be operated and developed in China according to the actual situation of China. How to connect with the world, how to make the world know more about us through advertising. Firstly, this paper discusses the historical origin and development of commercial advertising planning from the whole, and based on the theory of communication, makes a macro analysis and research on the theory of commercial advertising communication. Then, this paper is divided into several subsystems from the procedure of commercial advertising planning, which are objectively analyzed, studied, and provided some practical methods to guide the progress of each step. This part is the focus of this article, and the focus of this part is the grasp of commercial advertising design. Finally, returning to the whole, the development prospect of commercial advertising planning is prospected. The research results of this paper are shown in the following aspects: first, this paper regards modern advertising planning as a system engineering, from each subsystem to study and discuss. The discussion method is from the whole to the part, then from the part to the whole. Second, the more mature, the communication theory of the system for reference to the commercial advertising planning in the discussion and discussion. This paper attempts to explore the principle of information dissemination in commercial advertisements. Thirdly, in the development prospect of advertising planning, the author focuses on how integrated communication planning can be used in China, and tries to explore a method of advertising planning with Chinese characteristics suitable for the development of contemporary Chinese advertising.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2005
【分類號(hào)】：J524.3
本文編號(hào)：2361415
[Abstract]:Advertising planning is an application of planning work, is a part of the large system. In the research of this paper, from the perspective of commercial advertising activities, commercial advertising planning itself as a large system, and advertising research, advertising positioning, advertising media, advertising budget, advertising effect evaluation, Advertising design as one of the subsystems. Therefore, modern commercial advertising planning is a system engineering, each subsystem through its coordination and unity, around a clear goal, so that advertising activities achieve the best results. In the research of this thesis, the author effectively draws lessons from the classical theories and the latest research results of advertising planning at home and abroad: based on innovation, both theory and practice are emphasized. This paper introduces the theory of advertising planning systematically, absorbs the excellent advertising cases and the production experience of excellent advertising works at home and abroad, and focuses on solving the practical problems of advertising operation. As China's entry into WTO, brings new opportunities for China's advertising, as a country with rapid development of advertising, we should discuss how advertising should be operated and developed in China according to the actual situation of China. How to connect with the world, how to make the world know more about us through advertising. Firstly, this paper discusses the historical origin and development of commercial advertising planning from the whole, and based on the theory of communication, makes a macro analysis and research on the theory of commercial advertising communication. Then, this paper is divided into several subsystems from the procedure of commercial advertising planning, which are objectively analyzed, studied, and provided some practical methods to guide the progress of each step. This part is the focus of this article, and the focus of this part is the grasp of commercial advertising design. Finally, returning to the whole, the development prospect of commercial advertising planning is prospected. The research results of this paper are shown in the following aspects: first, this paper regards modern advertising planning as a system engineering, from each subsystem to study and discuss. The discussion method is from the whole to the part, then from the part to the whole. Second, the more mature, the communication theory of the system for reference to the commercial advertising planning in the discussion and discussion. This paper attempts to explore the principle of information dissemination in commercial advertisements. Thirdly, in the development prospect of advertising planning, the author focuses on how integrated communication planning can be used in China, and tries to explore a method of advertising planning with Chinese characteristics suitable for the development of contemporary Chinese advertising.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2005
【分類號(hào)】：J524.3
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前2條
1 王暄;平面廣告設(shè)計(jì)中藝術(shù)通感的視覺轉(zhuǎn)譯[D];湖南師范大學(xué);2008年
2 魏麗娜;旅游形象廣告的視覺設(shè)計(jì)研究[D];西安理工大學(xué);2008年
，本文編號(hào)：2361415
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/2361415.html
最近更新
教材專著
