本文選題：歐、美 + 化妝品廣告��； 參考：《西北師范大學(xué)》2011年碩士論文

【摘要】：化妝品廣告設(shè)計(jì)已成為人們生活與日常生活中不可缺少的一部分,并且明顯的引導(dǎo)著人們的生活方式和消費(fèi)方式,逐漸發(fā)展為現(xiàn)代社會(huì)的一種文化現(xiàn)象�；瘖y品廣告設(shè)計(jì)也是現(xiàn)代社會(huì)發(fā)展的重要因素之一,在現(xiàn)代信息社會(huì)中,化妝品廣告設(shè)計(jì)以它特有的魅力,借助無處不在的各種傳播媒體,傳播著商品的信息,改變著人們的思想和觀念、消費(fèi)意識(shí)和態(tài)度。同時(shí)人們的審美觀念也發(fā)生了變化,化妝品不再單純的是為了美麗,更多的是消費(fèi)者追求時(shí)尚、享受生活的一種方式。女性具有愛美的天性,正是由于女同胞們對美的不懈追求,女性化妝品產(chǎn)業(yè)才顯示出誘人的發(fā)展前景�；瘖y品行業(yè)市場潛力巨大,這項(xiàng)“美麗”產(chǎn)業(yè)的吸引力將越來越大。因此國內(nèi)外各大名牌化妝品商家將目標(biāo)鎖定廣大愛美的女性消費(fèi)群體,各大化妝品品牌極盡所能紛紛打出誘人的廣告來吸引消費(fèi)者。其中歐、美化妝品廣告設(shè)計(jì)以更加新穎,獨(dú)特的構(gòu)思與表現(xiàn)方式成為吸引觀眾眼球的亮點(diǎn),值得廣告設(shè)計(jì)者借鑒學(xué)習(xí)。歐、美廣告注重的是廣告的藝術(shù)性與審美性,注重產(chǎn)品帶給人心靈上的感受。這是因?yàn)闅W、美化妝品廣告發(fā)展較早,在發(fā)展過程中不斷接受著新時(shí)代,新觀念的挑戰(zhàn)與更新,設(shè)計(jì)形式多,在滿足社會(huì)大眾審美需求的同時(shí),也給消費(fèi)者一些視覺觀念上的差異。歐美的廣告以詼諧幽默、愉快輕松為廣告的主調(diào),往往帶給人很現(xiàn)代的感覺,這大概也由西方人熱情奔放的生活觀決定的,歐、美的優(yōu)秀廣告作品一般能脫離產(chǎn)品本身,不拘泥于產(chǎn)品,又能準(zhǔn)確把握化妝品的某一個(gè)性特征并生動(dòng)、形象地展示產(chǎn)品的魅力,能夠在無意間吸引消費(fèi)者的眼球,能讓觀眾體會(huì)到一種精神上的享受,甚至受到心靈的震撼而留下深刻的印象。在化妝品廣告產(chǎn)業(yè)迅速發(fā)展的今天,中國化妝品廣告業(yè)面臨著更多的機(jī)遇和挑。研究歐、美化妝品廣告可以找出中外化妝品廣告間的差異與不足,中外化妝品廣告既有相同之處,又有相互借鑒之處,這樣我們才能緊跟時(shí)尚潮流,才能走上國際舞臺(tái),開創(chuàng)我國化妝品廣告新局面。
[Abstract]:Cosmetic advertising design has become an indispensable part of people's life and daily life, and obviously guide people's way of life and consumption, and gradually develop into a cultural phenomenon in modern society. Cosmetic advertising design is also one of the important factors in the development of modern society. In the modern information society, cosmetic advertising design, with its unique charm and with the help of all kinds of communication media, spreads the information of commodities. Change people's thought and idea, consumption consciousness and attitude. At the same time, people's aesthetic concept has also changed, cosmetics is no longer simply for beauty, more is a way for consumers to pursue fashion and enjoy life. Because of their unremitting pursuit of beauty, women cosmetics industry shows attractive prospects. Cosmetic industry market potential is huge, this "beautiful" industry will be more and more attractive. Therefore, domestic and foreign famous cosmetics manufacturers will target at the vast number of beautiful women consumer groups, cosmetics brands are trying their best to put out attractive advertising to attract consumers. European, American cosmetics advertising design with a more novel, unique ideas and expressions to attract the audience's bright spot, advertising designers should learn from. European, American advertisement pays attention to advertisement artistic and aesthetic sex, pay attention to the feeling that the product brings people on the soul. This is because European, American cosmetics advertising developed earlier, in the process of development is constantly accepting the new era, new concepts of the challenge and renewal, design forms, while meeting the aesthetic needs of the community at the same time, It also gives consumers some visual differences. Advertisements in Europe and the United States tend to give people a very modern sense of being humorous and pleasant and relaxed. This is probably also determined by the enthusiastic view of life in the West. In general, European and American excellent advertising works can break away from the product itself. Not confined to products, but also can accurately grasp a certain sexual characteristics of cosmetics and vivid, vividly show the charm of products, can inadvertently attract the attention of consumers, can let the audience experience a kind of spiritual enjoyment, Even by the shock of the soul and left a deep impression. With the rapid development of cosmetics advertising industry, China's cosmetics advertising industry is facing more opportunities and challenges. By studying European and American cosmetics advertisements, we can find out the differences and shortcomings between Chinese and foreign cosmetics advertisements. Chinese and foreign cosmetics advertisements have both similarities and mutual references. Only in this way can we keep up with the trend of fashion and step onto the international stage. To create a new phase of cosmetic advertising in China.
【學(xué)位授予單位】：西北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：J53

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 楊靜;中英化妝品廣告語“時(shí)間取向”及文化差異對比研究[D];揚(yáng)州大學(xué);2012年

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本文編號(hào)：1955131