《广告学原理案例分析.ppt

* 广告学概论—— AIR 鲁迪 作品 NIKE Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Just do it NIKE 体现了耐克企业文化中注重个性化的特点，不管是工作，生活，运动，想到就做。体育、表演、洒脱自由的运动员精神”是耐克追求的个性化的公司文化 NIKE 企业文化 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. NIKE的理念不只是运动 不只是活力 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 也不只是超越极限 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 更不会是标新立异 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 广告主题——自由、表演 这款训练鞋的平面广告秉承NIKE一贯的产品特点，自由、表现的主题表现的淋漓尽致。 自 由 表 演 NIKE Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 广告策略 这条平面广告以NIKE企业文化中的“自由、表演”为主题。这款训练鞋主要特点为舒适、自由、朴实却不平凡、独特却不张扬，通过广告中模特的肢体动作当中里面、柔韧、活力等特点成分的彰显出来。模特同产品成为一个整体，两者的特性揉为一体，即使在静态的广告中也可以深刻的感受到整体所带给人柔韧、舒适和强大的爆发力。 NIKE Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. NIKE 稳定无与伦比 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 广告策略 广告中文字内容为数不少，但是出现最为频繁、最为突出的是“稳定”两个字。而文案为之配合的是一个人形轮廓穿着一双Air flight篮球鞋，正在完成上篮动作。明显看出人物轮廓已经模糊哦，而篮球鞋却依旧清晰，通过这两种状态的对比衬托，Air flight篮球鞋的稳定性能送到目标客户的心中。 NIKE Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. NIKE 自由随性 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty