浅谈平面广告创意和品牌 毕业论文.docVIP

摘 要 创意是广告的灵魂，广告创意是对平面广告设计师能力的挑战，它要求设计师要思考而不能乞求于灵感，要遵循一定的创意原则。现代传播学和市场营销理论的发展，为广告创作注入了科学的内涵和新的活力，从而丰富的发展了现代广告创意，然而好的广告创意来源于生活。 应用较为主要的广告创意策化： USP 广告策略、品牌形象策略、广告定位策略等可以使广告创意臻于完美而获得创意工作的成功。平面广告的策划关系着一个企业的形象。 在我们生活的这个商业社会中，广告充斥着每个角落。这些广告有的平庸无奇有的却表现独特、新意怡人，从而给人们留下深刻印象。而产生如此差别的原因，除了设计、制作方面的因素外，广告创意不平的高低也是一个极其重要的因素。 广告策划之后，广告活动就进入了实质性的创意阶段。此时，广告创作者要考虑的是如何充分、艺术性地表达阐释广告主题的问题。成功的广告战略首先来自不同凡响的卓越 创意。创意是引起消费者注意，激发消费者购买欲望的强力药剂。 关键词：平面广告创意；品牌形象；广告定位；传播学；市场营销； Abstract Creativity is the soul of advertising, advertising creative of advertising designer the ability to challenge, which requires designers to think and do not beg in the inspiration, to follow certain principles of creativity. Modern communication and marketing theory development, advertisement creation science injected new meaning and vitality, thereby enriching the development of modern advertising creative, however good advertising creativity comes from life. Application of the main creative advertising strategy : USP advertising strategy, brand strategy, advertising positioning strategy can make the advertisement creativity to perfection and get creative work success. The plane advertisement planning relationship with a corporate image. We live in a commercial society, advertising is full of each corner. Some of these ads mediocre but some performance of the unique, fresh and pleasant, which left a deep impression. The reasons for such differences arise, in addition to the design, production factors, advertising creative level of inequality is also a very important factor. Advertising, advertising campaign entered a substantive stage of creativity. At this point, ad creators to consider is how to fully express their artistic interpretation of advertising theme issue. Successful advertising strategy first from be not of the common sort of creative excellence. Creativity is causing the attention of consumers and stimulate consumer desire to buy a powerful agent. Key words : plane advertisement; brand image; advertising