服饰平面广告创意研究

【作者】 沈华菊；

【导师】 马大力；

【作者基本信息】 天津工业大学 ， 设计艺术学， 2007， 硕士

【摘要】 广告作为一种视觉传达设计的形式，在现代商业社会中受到人们广泛的注意和重视，学术界对广告学的研究已经较为完善，从心理学、营销学、美学、管理学、文化学、视觉传达等各角度入手，建立了较庞大的研究体系。服饰平面广告作为这一体系的一个分支，从上个世纪八、九十年代我国服装业兴起开始，已成为促进销售的重要手段而起到举足轻重的作用。本人通过大量的文献资料阅读和大量广告作品分析后发现，相对于较成熟的广告学理论体系来说，国内对于服饰平面广告的研究明显不足。同时，通过与国内外服饰广告的比较，发现在形式、内容，特别是创意上，国内的作品存在较为明显的差距。尽管差距的根源不能简单概括为某一方面，但创意是广告的灵魂，是根本，特别是在服饰平面广告这种最容易同质化的广告形式中，创意尤显重要。因此，本文将服饰平面广告创意问题作为研究的中心内容。本文对服饰平面广告创意问题，分五部分加以论述。第一章为概述，主要介绍了国内外服饰平面广告的发展现状，并指出问题所在，得出本课题研究的必要性和迫切性；第二章明确了本文的研究视角——创意，借鉴广告创意基本理论对服饰平面广告的创意进行多层次论述；第三章承上启下，从符号学的角度进一步论证服饰平面广告的“创意原点”，并加以分析，将编码和解码理论用在服饰平面广告的研究当中，这也是本文较突出的创新点之一。第四章从解码的主要影响因素——文化及受众出发谈对服饰平面广告创意的反向制约进行了论述。第五章提出整合创意的观点，同时总结了服饰平面广告创意思维的发展及趋势。在结论的部分，总结了前五章的基本论点，强调“为我所用”，希望对国内的服饰平面广告创意水平的提高起到一定的指导作用。更多还原

【Abstract】 The advertisement took one kind of visual transmission design the form, receives the people widespread attention in the modern commercial society and takes, The academic circles already was perfect to the school of advertising research, from the psychology, the marketing study, esthetics, the management study, the culture study, the visual transmission and so on various angles obtained, has established the huger research system。 The clothing plane advertisement took this system a branch, from an on century eight, the 90’s our country clothing industry starts the start, has become the promotion sale the important method but the pivotal function. After myself discovered massive literature material reading and the massive advertisements work analysis that, is opposite said to the maturer school of advertising theory system, domestic obvious is insufficient regarding the clothing plane advertisement research. At the same time, through with the domestic and foreign clothings advertisement comparison, discovered in the form, the content, specially in the creativity, the domestic work has a more obvious disparity. Although the disparity root cannot simply summarize for some on the one hand, but the creativity is the advertisement soul, is basic, specially in the clothing plane advertisement this easiest homogeneity advertisement form, the creativity especially to reveal importantly. Therefore, this article takes the clothing plane advertisement creativity question the research the central content.This article to the clothing plane advertisement creativity question, is divided five parts to perform to elaborate. First chapter is the outline, mainly introduced the domestic and foreign clothings plane advertisement development present situation, and pointed out the question is at, obtains this topic research the necessity and the urgency; Second chapter has been clear about this article research angle of creativity. The interview advertisement creativity elementary theory carries on the multi-level elaboration to the clothing plane advertisement creativity; Third chapter links the preceding with the following, further proves the clothing plane advertisement from the mark study angle "the creativity zero point", and performs to analyze, will code and the decoding theory uses in middle the clothing plane advertisement research, this also will be one of this article more prominent innovation. Fourth chapter embarks from the decoding major effect factor □□culture and the audiences discussed has carried on the elaboration to the clothing plane advertisement creativity reverse restriction. Fifth chapter proposed the conformity creativity viewpoint, simultaneouslysummarized the clothing plane advertisement creativity thought development and the tendency.In the conclusion part, summarized the first five chapter of basic arguments, emphasized "uses for me", hopes for the domestic clothing plane advertisement creativity level enhancement certain instruction function.更多还原