基于品牌形象塑造的化妆品广告表现手法研究——以安娜苏化妆品为例毕业论文.doc

题 目: 基于品牌形象塑造的化妆品广告表现手法研究 ——以安娜苏化妆品为例 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： I 在化妆品业竞争变得近乎残酷的今天竞争的主题也逐渐由产品的质量之争展为品牌形象之争这意味着在众多拥有同等质量风格雷同的品牌中形象更鲜明、完整的品牌将占有更大的市场份额。因此，为了生存和发展，越来越多的妆品企业已经意识到这一点，开始重视并着手进行品牌形象塑造 本文采用案例分析的方法利用广告表现手法的相关概念和理论对安娜苏化品品牌形象塑造进行了分析文章包括三个部分第一部分对品牌形象及广告表手法的相关理论进行了回顾为案例分析奠定理论基础第二部分对安娜苏广告变现手法进行了系统的分析首先对安娜苏品牌形象进行了分析之后讨论了娜苏运用哪几种广告表现手法塑造了其品牌形象接着针对安娜苏品牌形象塑中存在的问题和瓶颈提出了建议最后讨论了塑造品牌形象的化妆品广告表现法应用策略 通过对安娜苏化妆品牌的研究本文认为广告表现手法应尽可能的勾画出品的“精髓、创造品牌的“个性、体现出品牌与众不同的战略、注重品牌的培育保护及长期维护只有运用这样的广告手法，才能塑造一个优秀的品牌形象 关键词化妆品牌形象塑广 II TitleThe methods of advertising researcbased on the shape of the cosmetics brand image-building—A Case Study to Anna Sui Abstrac Competition in the cosmetics industry has become almost a cruel today, the theme of the competitionbygraduallybetweenthequalityoftheproductexpansionforthebrand image of the dispute, which means that many have the same quality, style similar to the brand, the image is more clear-cut, complete brand will occupy a greater market share. Therefore,inordertosurviveanddevelop,cosmeticcompanieshavebeenawarethis and is beginning to take shape to proceed with the brand image. In this paper, case study approach, using methods of advertising concepts and theories relatedtotheAnnaSuiCosmeticsBrandshapeanalysis.Thearticleconsistsofthree parts, the first part of the brand image and advertising practices in the performance of reviewing the relevant theory, in order to lay the theoretical foundation of case studies. ThesecondpartoftherealizationoftheAnnaSuiadvertisingpracticesforma systematicanalysisof,firstofallontheAnnaSuibrandanalysis,followedbya discussion on Anna Sui to use several advertising methods which have shaped its brand image, and then, in view of Anna Sui brand image-building problems and bottlenecks and put forward s