兔仔丶娃娃 国内外品牌汽车的广告创意比较研究123.docx

PAGE IV 国内外品牌汽车的广告创意比较研究 [摘 要] 在经济全球化的大背景下，广告作品也越来越趋向于国际化。而汽车广告作为广告界最独树一帜的广告行为，其有着更为明显的表露。即是当前的国内外汽车广告在创意上呈现出丰富多样的风格，并且不同的区域都有着自己的特点。本文在对相关理论的综合阐述下，以其为依托，分别从文化观念、价值观念、思维方式以及创意风格等四个方面分别研究分析了国内外的品牌汽车广告在广告创意方面的不同取向。并对国外汽车品牌广告设计对我们的影响及启示进行了具体的研究论述，从而以此促进我国汽车广告向着更好的方向发展。 [关键词] 品牌；汽车广告；创意 A comparative study on the advertising creativity of domestic and foreign brand cars [Abstract] Under the background of economic globalization, advertising works tends to be more international. And automobile advertising as advertising advertising industrys behavior become an independent school, which has a more obvious expression. That is the current domestic and foreign automobile advertisement showing a rich variety of styles in the creative, and different regions have their own the features in this article. The comprehensive description of the relevant theory, relied on it, from the concept of culture, values, the four aspects of the way of thinking and creative style of study has analyzed the domestic and foreign brand car advertising different orientation in advertising. And the foreign automobile brand advertising design affects us and The Enlightenment of the specific research, so as to promote the development of Chinas automobile advertising in a better direction [Key Words] Brand; Automobile advertisement; Creativity  目 录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc19944 第1章 绪论  PAGEREF _Toc19944 1  HYPERLINK \l _Toc2244 1.1 研究背景及意义  PAGEREF _Toc2244 1  HYPERLINK \l _Toc3397 1.2 文献综述  PAGEREF _Toc3397 1  HYPERLINK \l _Toc19123 1.3 相关理论  PAGEREF _Toc19123 2  HYPERLINK \l _Toc13062 1.3.1 广告创意的相关理论  PAGEREF _Toc13062 2  HYPERLINK \l _Toc21482 1.3.2 品牌理念的相关理论  PAGEREF _Toc21482 3  HYPERLINK \l _Toc28819 第2章 国内外品牌汽车广告创意的不同取向  PAGEREF _Toc28819 4  HYPERLINK \l _Toc13770 2.1 文化观念的不同  PAGEREF _Toc13770 4  HYPERLINK \l _Toc2302 2.2 价值观念的不同  PAGEREF _Toc2302 4  HYPERLINK \l _Toc2441 2.3 思维方式的不同  PAGEREF _Toc2441 5  HYPERLI