【摘要】：節(jié)慶是一個(gè)民族或國家的歷史、文化長期積淀凝聚的結(jié)果,年復(fù)一年、周而復(fù)始的逐漸被大眾傳承,其形式多樣、內(nèi)容豐富、獨(dú)具特色。而POP廣告作為廣告的一個(gè)分支,傳入我國是在20世紀(jì)80年代,是社會(huì)經(jīng)濟(jì)發(fā)展到一定階段的產(chǎn)物。節(jié)慶期間的POP廣告在濃郁的節(jié)慶氛圍下能起到促進(jìn)商品銷售的作用。通過考察發(fā)現(xiàn),節(jié)慶期間POP廣告形式多樣,特色各異。因此,研究節(jié)慶各自的特點(diǎn)能對POP廣告設(shè)計(jì)產(chǎn)生影響成為POP廣告設(shè)計(jì)乃至平面設(shè)計(jì)領(lǐng)域的一個(gè)重要問題。 通過大量的市場調(diào)查和實(shí)例收集,從節(jié)慶在POP廣告設(shè)計(jì)中的表現(xiàn)與營造商業(yè)環(huán)境的氛圍入手,從節(jié)慶的歷史傳承、風(fēng)俗習(xí)慣、情感表達(dá)、商業(yè)活動(dòng)、節(jié)日元素等五個(gè)方面分析節(jié)慶與POP廣告設(shè)計(jì)的關(guān)系;通過對實(shí)例的研究,從符號(hào)的“能指”和“所指”入手歸納出節(jié)慶期間POP廣告設(shè)計(jì)的視覺語言特征;從視覺語言特征的分析看出,圖形設(shè)計(jì)以節(jié)日的習(xí)俗、符號(hào)元素為主干,文字設(shè)計(jì)以節(jié)日的主題為主體,色彩設(shè)計(jì)以節(jié)日情感為主線。進(jìn)一步整理和總結(jié)了節(jié)慶期間POP廣告設(shè)計(jì)中點(diǎn)、線、面構(gòu)成元素的獨(dú)特性,就是與活躍的節(jié)慶氛圍相協(xié)調(diào),與節(jié)慶的韻律相一致,與完整充實(shí)的節(jié)慶環(huán)境相統(tǒng)一。從商業(yè)環(huán)境布局的角度出發(fā),運(yùn)用形式美法則的原理,分析節(jié)慶期間POP廣告設(shè)計(jì)致力于與整個(gè)賣場和諧統(tǒng)一,且具有節(jié)奏感和韻律感的藝術(shù)形式規(guī)律;從格式塔心理學(xué)出發(fā),詮釋出節(jié)慶對POP廣告設(shè)計(jì)產(chǎn)生影響根源于消費(fèi)者視覺心理反應(yīng)和審美情感,因此,節(jié)慶期間如何迎合消費(fèi)者的視覺心理和審美情感,打動(dòng)消費(fèi)者、激發(fā)消費(fèi)者購買欲望是探討節(jié)慶對POP廣告設(shè)計(jì)影響的邏輯起點(diǎn)。 當(dāng)前節(jié)慶期間的銷售場所,商品促銷如火如荼。節(jié)慶期間的POP廣告設(shè)計(jì)使節(jié)慶文化、風(fēng)俗習(xí)慣與市場經(jīng)濟(jì)融為一體、和諧統(tǒng)一,不僅有力促進(jìn)商品流通,樹立良好的企業(yè)形象,推動(dòng)社會(huì)的經(jīng)濟(jì)發(fā)展,而且在傳承節(jié)慶文化理念上也起到積極的推動(dòng)作用。對節(jié)慶期間POP廣告設(shè)計(jì)的專題研究,為商家企業(yè)在商品日趨同質(zhì)化的市場環(huán)境中進(jìn)行有效的POP廣告設(shè)計(jì),制造獨(dú)特賣點(diǎn),迎合消費(fèi)者消費(fèi)心理提供有益啟迪和重要參考。
[Abstract]:Festivals are the result of long-term accumulation of a nation or a country's history and culture. Year after year, the festivals are gradually passed down by the public, with various forms, rich contents and unique features. As a branch of advertising, POP advertising was introduced into China in the 1980s, and it is the product of social and economic development to a certain stage. POP advertising can promote the sale of goods in a strong Festival atmosphere. Through investigation, it is found that during the festival, POP advertising has various forms and different characteristics. Therefore, the study of the characteristics of festivals can have an impact on the design of POP advertising has become an important issue in the field of POP advertising design and even graphic design.
Through a large number of market research and case collection, starting with the performance of festivals in POP advertising design and creating a business environment atmosphere, this paper analyzes the relationship between festivals and POP advertising design from the five aspects of festival history inheritance, customs, emotional expression, commercial activities, Festival elements, etc. From the analysis of visual language characteristics, it can be seen that the graphic design is based on festival customs and symbolic elements, the text design is based on festival theme, and the color design is based on festival emotion. The uniqueness of the elements of midpoint, line and surface is that they are in harmony with the active Festival atmosphere, the rhythm of festivals and the environment of festivals. From the perspective of Gestalt psychology, this paper explains that the influence of festivals on POP advertising design originates from consumers'visual psychological reaction and aesthetic emotion. Therefore, how to cater to consumers' visual psychology and aesthetic emotion, move consumers and stimulate consumers'desire to buy during festivals is to explore festivals. The logical starting point for the impact of POP advertising design.
At present, the sales place during the festival is in full swing. The design of POP advertisement during the festival makes the festival culture, customs and habits merge with the market economy, harmoniously and unified. It not only effectively promotes the circulation of commodities, establishes a good corporate image, promotes the economic development of society, but also plays an active role in inheriting the festival culture concept. The special research on POP advertising design during the festival provides beneficial enlightenment and important reference for merchants and enterprises to carry out effective POP advertising design in the increasingly homogeneous market environment, create unique selling points and cater to consumers'consumption psychology.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：J524.3

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