本文關(guān)鍵詞： 廣告賽事 品牌形象 塑造與設(shè)計(jì) 中國(guó)廣告大獎(jiǎng)賽　出處：《華東理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：20世紀(jì)80年代的中后期伊始,我國(guó)廣告行業(yè)迅猛發(fā)展,逐漸孕育并催生了中國(guó)廣告賽事。各類廣告賽事充分體現(xiàn)了廣告人的創(chuàng)作水準(zhǔn)和創(chuàng)意思想,是世界各國(guó)廣告文化碰撞與交流的重要平臺(tái)。優(yōu)秀的國(guó)際型廣告賽事有助于我國(guó)創(chuàng)意設(shè)計(jì)產(chǎn)業(yè)的優(yōu)化升級(jí)以及各地廣告文化事業(yè)的不斷提升。在此背景下,探索廣告賽事品牌形象塑造與設(shè)計(jì)策略有著重要的理論意義及實(shí)際價(jià)值。 廣告賽事必須十分重視塑造品牌形象。品牌形象是指企業(yè)或其某個(gè)品牌在市場(chǎng)上、在社會(huì)公眾心中所表現(xiàn)出的個(gè)性特征,它體現(xiàn)公眾特別是消費(fèi)者對(duì)品牌的評(píng)價(jià)與認(rèn)知。品牌形象與品牌不可分割,形象是品牌的根基、是品牌表現(xiàn)出來(lái)的特征,反映了品牌的實(shí)力與本質(zhì)。筆者認(rèn)為廣告賽事品牌形象塑造是一個(gè)系統(tǒng)過程,塑造廣告賽事品牌形象要堅(jiān)持文化性原則、求異原則、長(zhǎng)期性和兼容性原則；其構(gòu)成包括廣告賽事品牌形象塑造的內(nèi)容、流程與傳播策略；國(guó)內(nèi)外廣告賽事品牌形象塑造的優(yōu)秀案例,為廣告賽事品牌形象塑造與設(shè)計(jì)提供借鑒；研究認(rèn)為品牌定位是廣告賽事品牌形象塑造的前提,品牌個(gè)性是廣告賽事品牌形象塑造的靈魂,品牌VⅥ設(shè)計(jì)是廣告賽事品牌形象塑造的表現(xiàn)元素,品牌整合營(yíng)銷傳播是廣告賽事品牌形象塑造的途徑。 在理論研究的基礎(chǔ)上,以筆者參與的“中國(guó)廣告年度大獎(jiǎng)賽”品牌塑造與設(shè)計(jì)的項(xiàng)目作為實(shí)證研究,研究認(rèn)為“中國(guó)廣告年度大獎(jiǎng)賽”的成功之道與策略主要有：一是提煉鮮明的賽事品牌個(gè)性識(shí)別,包括賽事品牌文化、賽事品牌標(biāo)識(shí)、優(yōu)質(zhì)賽事產(chǎn)品；二是設(shè)計(jì)獨(dú)特的賽事品牌視覺要素,包括與眾不同的基礎(chǔ)要素和獨(dú)具魅力的應(yīng)用要素；三是整合有效的賽事品牌傳播策略,包括線上線下、跨界互動(dòng)的廣告?zhèn)鞑ゲ呗?溝通交流、攻心為上的公關(guān)傳播策略,內(nèi)外聯(lián)動(dòng)、服務(wù)周到的活動(dòng)傳播策略,以及傳遞體驗(yàn)、強(qiáng)化聲譽(yù)的名人傳播策略等。 本文通過對(duì)目前國(guó)內(nèi)為數(shù)不多有關(guān)廣告賽事品牌形象的文獻(xiàn)資料的整理和歸納,研究了廣告賽事品牌形象塑造與設(shè)計(jì)的理論,以期為中國(guó)廣告賽事品牌形象理論研究的深入以及實(shí)踐的展開提供理論上的借鑒和支持。
[Abstract]:At the beginning of the middle and late period in 1980s, the advertising industry of our country developed rapidly, which gave birth to and gave birth to Chinese advertising events. All kinds of advertising events fully reflected the creative standard and creative ideas of advertisers. It is an important platform for the collision and exchange of advertising culture around the world. The excellent international advertising events will help to optimize and upgrade the creative design industry and the promotion of advertising culture in various parts of the world. In this context. It is of great theoretical significance and practical value to explore the brand image shaping and design strategy of advertising events. Advertising events must attach great importance to the creation of brand image. Brand image refers to the enterprise or its brand in the market, the public in the hearts of the individual characteristics. It reflects the evaluation and cognition of brand by the public, especially consumers. The brand image is inseparable from the brand, and the image is the foundation of the brand and the characteristic of the brand. It reflects the strength and essence of the brand. The author thinks that the brand image of advertising events is a systematic process. The brand image of advertising events should adhere to the cultural principle, the principle of seeking difference, the principle of long-term and compatibility. Its composition includes the content, the flow and the communication strategy of the brand image of the advertising competition. Domestic and foreign advertising events brand image molding excellent cases, for advertising events brand image shaping and design to provide reference; Brand positioning is the premise of advertising events brand image shaping, brand personality is the soul of advertising events brand image shaping, brand V 鈪，

本文編號(hào)：1475098