房地产广告毕业论文[1].docVIP

摘 要 本文阐述了做房地产广告的所需要的一些基本的条件，分析了广告定位和广告创意与文化因素，论述了作为一个广告设计师的广告人格化，提出了在房地产广告中标志的重要性及标志设计。 广告设计作为一种提升企业竞争力的工具，广告定位和广告创意起着重要作用。广告定位是广告创意的前提，广告创意是广告定位的表现。在广告宣传中突出产品的新价值,与同类产品相比，所具有的独特性，以及能够给消费者带来的更大利益。在此作为广告设计师就要具有一定广告道德。广告道德具有提升广告人格的作用。广告人格不是就某一个单个广告人而言的，而是从广告整体活动出发全面的立体的对广告群体人格全方位的塑造和培养。每个广告都是有标志的，标志，是表明事物特征的记号。一个好的标志可以让人自然的产生联想从而对企业产生认同 。In this paper, real estate ads do need some basic conditions, an analysis of ad positioning and advertising creative and cultural factors, discussed as an advertising designer personification of the ad, made in real estate advertising signs and the importance of Logo design.  Advertising as a design to enhance the competitiveness of the tools, ad positioning and creative advertising plays an important role. Ad position is a prerequisite for creative advertising, design and advertising is positioning. In the advertising to highlight the value of new products with similar products, the unique, as well as to be able to bring greater benefits to consumers. In this ad as a designer must have a certain moral advertising. Ad with the moral character to enhance the role of advertising. Advertising on personality rather than a single person in terms of advertising, but the overall advertising activities starting a comprehensive three-dimensional advertising groups to shape a full range of personality and culture. Each ad is marked, and signs indicate that things are characteristics of the mark. A good sign that people can have a natural association of enterprises so as to identify with. Keywords Ad positioning and cultural factors; advertising creative and cultural factors; personification of the ads; mark. 目 录 1、广告定位与文化因素………………………………………………………4 1.1、定位的含义………………………………………………………………4 1.2、定位的文化因素…………………………………………………………4 2、广告创意与文化因素………………………………………………………4 3、试论广告人格化……………………………………………………………6 3.1、广告人格的形成和发展…………………………………………………6 4、标志(logo)…………………………………………………………………7 4.1、标志的功能作用…………………………………………………………7 4.2、标志的意义………………………………………………………………7 4.2.1、标志与