【摘要】：服裝品牌廣告是從大眾流行的社會心理機制出發(fā)的感性訴求。時尚是服裝品牌廣告追蹤或制造的重要內(nèi)容,次文化與設(shè)計的前衛(wèi)精神具有某種層面上的契合,明星代言與品牌傳播是一種資源整合,情境營造符合當代人追求切身實用與精神寄予的雙重心態(tài)。幽默與荒誕具有獨特的美學(xué)特征與審美價值,個性表達符合不同目標人群需求的不同取向,性感設(shè)計是具有強大內(nèi)驅(qū)力的設(shè)計理念。
[Abstract]:Clothing brand advertising is a perceptual appeal based on popular social and psychological mechanism. Fashion is an important content of fashion brand advertising tracking or manufacturing, the subculture and the avant-garde spirit of design have a certain level of agreement, star endorsement and brand communication is a kind of integration of resources. The situation is in line with the contemporary people's pursuit of personal practicality and spiritual sustenance of the dual mentality. Humor and absurdity have unique aesthetic characteristics and aesthetic value. Personality expression accords with different orientations of different target groups. Sexy design is a design idea with strong internal drive.
【作者單位】： 北京服裝學(xué)院;
【分類號】：J524

【共引文獻】

相關(guān)博士學(xué)位論文 前2條

1 馮鋼;房地產(chǎn)廣告：一個時代變遷的真實文本[D];四川大學(xué);2006年

2 潘虹;傳播學(xué)視野下中小學(xué)學(xué)校品牌的研究[D];四川大學(xué);2006年

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本文編號：2464107