广告策划与创意.doc

本 论广告创意与策划 学生姓名： 彭剑 学 号： 123115023 专 业： 动画 班 级： 一班 完成日期： 2015 年 1 月 18 日 论广告策划与创意 内容摘要 广告的目标受众是消费者，在人们的社会心理和市场竞争日新月异的今天，它的表现形式更应该向艺术化的方向发展，所以，没有强悍的艺术感染的艺术感染力的广告是很难与消费者产生情感共鸣的。 广告创意是提炼广告主题及其最佳表现方式以指导广告制作实践的创造性总体思维过程。在这一过程中，创意最终而又最大的成果是得出“思”的结晶—主题;主题的艺术表达形式是有着多重层次的标语。创意的其它成果是表达主题的策略或者手法。创意必须产生灵感的精华，才称其为创意。 关键词： 品牌形象 品牌权益 明星代言 可信度 Theory of advertising planning and creative Abstract Advertising target audience is the consumer, in peoples social psychology and the market competition with each passing day today, its form should be developed to the direction of artistry, so, no infection of art style of the artistic charm of advertising is difficult to produce emotional resonance with consumers. Advertising creative is refined advertising theme and the best way to guide the production practice of creative thinking process as a whole. In this process, creative and eventually concluded that thought is the biggest achievement of crystal - theme; Theme forms of artistic expression is with multiple levels of slogans. The other achievement of creativity is strategy or tactics to explore the topic. Essence of originality must produce inspiration, just call it the idea. Key words: brand image Brand equity Celebrity endorsements credibility 目录 1.品牌是否启用明星代言的议论................................ .1 2.品牌形象代言人的传播作用..............................1 2.1传播产品的具体功能 .............................................1 2.2通过展现形象本身，让观众产生对品牌形象的联想 .................... 1 2.3“品牌形象代言人”的鲜明个性..................................2 2.4形成品牌识别 ............................................. 2 2.5增加品牌权益 ............................................23.品牌形象代言人的各种作用可能兼而有之程度不同 .............. 2 4.可信度 ...................................................24.1可信度也是影响宣传效力的重要因素 ............................ 2 4.2有时