【摘要】： 服裝廣告是連接服裝企業(yè)與市場的橋梁,是展現(xiàn)服裝品牌文化的窗口;廣告在服裝品牌的創(chuàng)建與發(fā)展中發(fā)揮了重要的傳播作用;現(xiàn)代服裝廣告已從傳統(tǒng)的產(chǎn)品廣告向形象廣告轉(zhuǎn)化,從單一策劃向整合傳播策劃轉(zhuǎn)化。 WTO之后,我國服裝企業(yè)正面臨新的機(jī)遇和挑戰(zhàn),廣告作為服裝品牌建設(shè)的重要手段,已經(jīng)被中國的服裝企業(yè)重視并采用。但與國外的服裝品牌相比我國的服裝廣告還存在著許多問題,因此,加大對服裝廣告的理論研究是時代賦予中國服裝企業(yè)的一個新的戰(zhàn)略課題。 本文分別運(yùn)用了文獻(xiàn)佐證、案例分析和圖片分析等方法。首先對我國服裝廣告的背景進(jìn)行了分析,指出我國服裝廣告存在的主要問題,提出對服裝廣告的創(chuàng)意和運(yùn)作這一課題進(jìn)行研究的意義。對服裝廣告的發(fā)展歷史、特點(diǎn)和作用進(jìn)行了分析,并從多角度對服裝廣告進(jìn)行了分類。本文重點(diǎn)對服裝廣告的創(chuàng)意理論進(jìn)行了深入全面研究。借鑒貝納通和李寧成功的廣告創(chuàng)意和運(yùn)作經(jīng)驗,提出了一套比較完善的服裝廣告的運(yùn)作策略。研究表明,服裝廣告對服裝品牌發(fā)展具有重要的作用,創(chuàng)意是服裝廣告的靈魂與生命力,服裝廣告的運(yùn)作應(yīng)科學(xué)整體。 本文深入全面總結(jié)服裝廣告的創(chuàng)意與運(yùn)作理論。通過對國內(nèi)外品牌服裝廣告案例分析,創(chuàng)新提出終端展示與時裝表演的廣告策略,在此基礎(chǔ)上,總結(jié)服裝廣告的創(chuàng)意要新穎獨(dú)特,服裝廣告的運(yùn)作要系統(tǒng)整體,希望對國內(nèi)服裝企業(yè)的品牌建設(shè)提供借鑒。 隨著全球化的不斷深入,服裝品牌競爭加劇,中國的服裝企業(yè)如何充分發(fā)揮廣告在品牌傳播中的重要作用,如何成功運(yùn)用廣告創(chuàng)意和運(yùn)作策略,打造出本土化的國際知名品牌,還需要不斷的深入研究。
[Abstract]:Clothing advertising is a bridge between garment enterprises and market and a window to show clothing brand culture, advertising plays an important role in the establishment and development of clothing brand. Modern clothing advertisement has transformed from traditional product advertisement to image advertisement, from single plan to integrated communication plan. After WTO, Chinese garment enterprises are facing new opportunities and challenges. Advertising, as an important means of clothing brand construction, has been attached importance to and adopted by Chinese garment enterprises. However, compared with foreign clothing brands, there are still many problems in clothing advertising in our country. Therefore, it is a new strategic task given by the times to Chinese garment enterprises to increase the theoretical research on clothing advertising. This paper uses the methods of documentary evidence, case analysis and picture analysis respectively. Firstly, this paper analyzes the background of clothing advertisement in our country, points out the main problems of clothing advertisement in our country, and puts forward the significance of researching the topic of creativity and operation of clothing advertisement. This paper analyzes the history, characteristics and functions of clothing advertisement, and classifies it from many angles. This paper focuses on the creative theory of clothing advertising in-depth and comprehensive study. Drawing lessons from Benetton and Li Ning's successful advertising creativity and operation experience, this paper puts forward a set of relatively perfect clothing advertising operation strategy. The research shows that clothing advertising plays an important role in the development of clothing brand, creativity is the soul and vitality of clothing advertising, and the operation of clothing advertising should be scientific as a whole. This article thoroughly summarizes the clothing advertisement creativity and the operation theory. Based on the analysis of the domestic and foreign brand clothing advertising cases, the paper puts forward the advertising strategy of terminal display and fashion performance. On this basis, it concludes that the clothing advertising should be innovative and unique, and the operation of clothing advertising should be systematic and integral. Hope to provide reference for the brand construction of domestic garment enterprises. With the deepening of globalization and the intensified competition of clothing brands, how to give full play to the important role of advertising in brand communication, how to successfully use advertising creative and operational strategies, and how to create a local international well-known brand. It still needs to be studied in depth.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 李洋;中英服裝廣告比較研究[D];北京服裝學(xué)院;2010年

2 王娜;牛仔褲品牌平面廣告的視覺要素關(guān)注點(diǎn)研究[D];東華大學(xué);2012年

3 鐘睿佳;服飾奢侈品牌期刊廣告視覺傳達(dá)設(shè)計的實(shí)驗研究[D];東華大學(xué);2011年

4 祝麗俊;服裝廣告中品牌文化的表現(xiàn)研究[D];西安工程大學(xué);2011年

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本文編號：2258296