【摘要】：服裝品牌廣告視覺形象是指通過設(shè)計與表現(xiàn)的過程,幫助品牌塑造一個方便消費(fèi)者記憶與聯(lián)想的特有傳播方式和內(nèi)容。其主要是為了滿足商業(yè)利益而制造出來的,使消費(fèi)者能夠一眼識別,留下深刻印象,而其它競爭者卻無法模仿；能夠幫助服裝企業(yè)傳播品牌文化、以樹立產(chǎn)品品牌形象,誘導(dǎo)消費(fèi)行為,促進(jìn)服裝銷售。 本文通過對服裝品牌廣告的歷史與現(xiàn)狀進(jìn)行了分析,并對服裝品牌廣告的理論進(jìn)行研究,闡述一則成功的廣告是通過特定視覺形象的表現(xiàn)準(zhǔn)確傳遞利益要點(diǎn),使消費(fèi)者形成對產(chǎn)品與品牌的認(rèn)知,達(dá)到營銷效果,表明在服裝品牌廣告設(shè)計中視覺形象的表現(xiàn)對品牌形象與銷售的影響。 服裝品牌廣告設(shè)計吸收了現(xiàn)代符號學(xué)和市場營銷學(xué)的研究成果,本文采用問卷調(diào)查的方式,對服裝品牌廣告視覺形象的品牌標(biāo)志、人物形象、服裝形象、色彩、文案等表現(xiàn)元素,以及表現(xiàn)的形式與方法進(jìn)行調(diào)查與探討,總結(jié)出服裝品牌廣告視覺形象的表現(xiàn)特征；并對服裝品牌廣告視覺形象的表現(xiàn)策略進(jìn)行深入分析和對比,總結(jié)出了影響服裝品牌廣告視覺形象表現(xiàn)的因素,即媒介類型、目標(biāo)群體、宣傳時機(jī)、地域環(huán)境、訴求點(diǎn)。在實(shí)踐中將文章研究出的方法加以發(fā)展運(yùn)用,有效地提高了服裝廣告形象的表現(xiàn)力度與審美內(nèi)涵,極大地增強(qiáng)了廣告?zhèn)鬟f商品和服務(wù)信息的功能作用及其審美價值。 當(dāng)代社會人們在消費(fèi)中追求的是復(fù)雜的超需要的精神需求,商家刺激消費(fèi)者需要的東西中,只有極少一部分屬于滿足消費(fèi)者物質(zhì)需要,而大部分的商品消費(fèi)是屬于形象消費(fèi)。服裝品牌廣告作為一種最常見的表現(xiàn)形態(tài),形象視覺表現(xiàn)的發(fā)展要適應(yīng)整個社會的發(fā)展,緊跟時代步伐。本文最后根據(jù)視覺表現(xiàn)的調(diào)研結(jié)果及形象分析,總結(jié)出服裝品牌廣告視覺形象表現(xiàn)的發(fā)展趨勢與前景。
[Abstract]:The visual image of clothing brand advertising refers to the process of design and performance to help brands shape a unique communication mode and content that is convenient for consumers to remember and associate. It is mainly created to meet the commercial interests, so that consumers can identify at a glance, leaving a deep impression, but other competitors can not imitate; Can help clothing enterprises spread brand culture, in order to establish product brand image, induce consumption behavior, promote clothing sales. This paper analyzes the history and present situation of clothing brand advertising, and studies the theory of clothing brand advertising, and expounds that a successful advertisement is an accurate transmission of interests through the performance of a specific visual image. The consumer forms the cognition to the product and the brand, achieves the marketing effect, indicates the influence of the visual image to the brand image and the sale in the clothing brand advertisement design. The design of clothing brand advertising absorbs the research results of modern semiotics and marketing. In this paper, the brand logo, character image, clothing image and color of the visual image of clothing brand advertising are investigated by questionnaire. The copywriting and other performance elements, as well as the forms and methods of expression are investigated and discussed, and the performance characteristics of the visual image of clothing brand advertising are summarized. The performance strategies of clothing brand advertising visual image are deeply analyzed and compared, and the factors that affect the performance of clothing brand advertising visual image are summarized, that is, media type, target group, propaganda opportunity, regional environment and appeal point. In practice, the methods studied in this paper are developed and applied, which effectively improves the expression intensity and aesthetic connotation of clothing advertising image, and greatly enhances the function and aesthetic value of advertising transmission of goods and service information. In contemporary society, people pursue complex and super-needed spiritual demand in consumption. Only a few of the things that businesses stimulate consumers need belong to meet the material needs of consumers, and most of the commodity consumption belongs to image consumption. As one of the most common forms of expression, the development of visual expression of clothing brand should adapt to the development of the whole society and keep up with the pace of the times. Finally, according to the research results and image analysis of visual performance, this paper summarizes the development trend and prospect of visual image performance of clothing brand advertising.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：J524.3

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