(公共关系广告设计的独特理念与方略.docVIP

公共关系广告设计的独特理念与摘要：公共关系广告有别于传统的商业广告，主要追求利益的长远化，由于所要表达的内容的丰富性，形成了创意自由的独特理念，并通过以人为本的理念指导其设计，面向公众，为公众所接受，成为公众生活的一部分。因此，在现代社会中，对公共关系广告的设计理念与方略进行研究，将对其发展起到理论上的指导作用，更有利于公共关系广告对社会公共关系活动的推动作用，也有利于整个社会广告事业的进步。本文从公共关系广告的特点谈起，在分析了公共关系广告设计过程中存在的问题和存在问题的归因之后，进一步思考提升公共关系广告设计水平的策略，并对价值取向、创意和可行性三个方面进行阐述，提出自已的观点和见解，作为最终解决公共关系广告设计问题的办法，同时也是本文写作的主旨内涵。 　　关键词：公关关系广告 设计 策略 　　ABSTRACT 　　Public relations advertising is different from traditional commercial advertisements in the pursuit of the interests of long-term, since the expression to the richness of the content and form unique concept of creative freedom, and through people-centered concept to guide its design, for the public, the public accepted as part of public life. Thus, in modern society, public relations advertising design and strategy research, will play its theoretical role in guiding the development of more favorable public relations advertising public relations activities in the community to promote the role, but also benefit the entire community advertising business progress. This article about the characteristics of public relations advertising, advertising in the analysis of public relations problems in the design process and problems of attribution, the further thought to enhance the level of public relations advertising design strategies, and values, creativity and feasibility of Three aspects of explanation and put forward their own views and opinions as a final settlement of public relations advertising design problems, is also purpose of the article content. 　　KEY WORDS Public relations advertising Design Strategy 　　目录 　　中文摘要 　　英文摘要 　　一、公共关系广告设计的目标：塑造企业形象…………1 　　(一)公共关系广告概述…………………………………………1 　　1.公共关系广告发展概况 …………………………………………………1 　　2.公共关系广告的价值取向 ………………………………………………1 　　(二)公共关广告设计目标 ……………………………………2 　　1.塑造企业形象 ……………………………………………………………3 　　2.长期利益目标 ……………………………………………………………3 　　二、当前公共关系广告设计存在的问题与归因…………3 　　1.急于求成 …………………………………………………………………3 　　2.忽视创意 …………………………………………………………………4 　　3.缺少内涵 …………………………………………………………………4 　　(二)公共关系广告设计问题根源 ………