论文 浅谈广告在品牌构建中的作用.doc

PAGE PAGE 16 论文题目：浅谈广告在品牌构建中的作用 学院：纺织服装学院 专业：服装设计与工程 作者：蔡正文 指导教师：××× 完成时间：2012-03-30 摘要 本文通过对广告比较深入的分析，总结了广告二十几年来的发展及现状，并在此基础上论述了文化在广告当中的体现，以及广告对人们消费行为的影响。广告对品牌传播的作用体现在多方面：营造广告意境氛围，强化品牌情感的表达，深化广告内容的视觉效果，加强广告中的叙事性，为品牌的符号塑造打造视听结合的立体效果，增加品牌的附加值等等。归纳出国内比较典型的几种服饰广告模式，并在借鉴国外优秀服饰广告的基础上，根据我国消费市场及目标受众的特点，建设性的提出了服饰广告模式的创新方向。 全文共分为四章。第一章概述了广告的发展概况，其中包括国内外广告的发展背景、发展历程及发展现状。第二章论述了服饰广告对品牌建设，引入“广告态度”和“品牌态度”及其作用模型。第三章主要对广告的概念、分类及功能进行的梳理入手，通过广告受众的差异化、受众卷入度以及受众共鸣因素三个方面，层层深入地分析了受众对广告的感受和接受程度的差异，肯定了广告在品牌传播中对品牌感知、品牌体验、品牌情绪、品牌调性塑造及品牌形象再现的重要作用。本文最后一部分主要论述了广告的模式化，即每种模式对品牌的影响，并且针对现有状况提出了广告模式化的突破与创新。 关键词：广告文化 品牌 模式 作用 Abstract More in-depth analysis of advertising, this article summarizes the development and current situation to the advertising twenty years, and discussed on this basis, the embodiment of the culture in which advertising and advertising on peoples consumption behavior. Advertising on the role of brand communication in many ways: to create the advertising conception atmosphere, strengthening the brand of emotional expression, deepen the visual effects of the advertising content, advertising in the narrative shape to create three-dimensional audio-visual combination effect, as the symbol of the brand and increase brand the added value and so on. Summarize several typical apparel advertising models, and learn from outstanding foreign apparel advertising, according to the characteristics of Chinas consumer market and target audience, the constructive direction of innovation for apparel advertising models. The full text is divided into four chapters. Chapter One outlines the overview of the development of advertising, including the background, development process and the development status of the domestic and international advertising. The second chapter deals with clothing advertisements, brand building, the introduction of ad attitude and brand attitude and role model. Chapter III on the ad concept, classification and function of sorting