平面广告创意要素研究..doc

平面广告创意要素研究 ——以香奈儿NO.5香水广告为例 摘要：平面广告在我们生活中随处可见，是一门“街头艺术”，同样也是一门有着精湛技艺的科学门类，融入了社会文化的元素和普及大众的艺术原则。一方面需要适应社会和市场的变化，另一方面也需要不断去满足广告受众的需求。单纯而简单的信息传递会淹没于广告的洪流当中，需要打破常规、用新颖的方式去迎合市场与大众的消费需求，用创意去表达是最为有效的。通过“点、线、面、文字、形象、色彩、空间”这些视觉语言，用抽象和具象穿插的方式与观众形成感官的交流，创意引发大众的深思、带来精神的愉悦，同时广告信息也潜移默化地植入到大众的心中。本文研究的对象是如何运用平面广告的创意要素，以香奈儿NO.5香水广告为例，探究如何将创意各要素组织，更优地应用于平面广告中，取得更好的广告效果。 关键词：平面广告 创意 要素 香奈儿 Plane creative elements of research - A Case Study of Chanel NO.5 perfume ad Abstract: Print advertising can be seen everywhere in our lives, is a street art, it is also a science category with virtuosity, into the artistic principles of social and cultural elements and the popularity of the public. On the one hand the need to adapt to changes in society and the market, on the other hand also need to continue to meet the needs of your audience. Pure and simple transmission of information will be submerged in a flood of advertising which need to break the routine, with a novel way to go to meet the consumption needs of the market and the public, to express creativity is the most effective. By point, line, surface, text, image, color, space These visual language, interspersed with abstract and figurative way exchange with the audience senses form, creative triggered public to think about, to bring the spirit of joy, but also advertising messages imperceptibly implanted into the hearts of the public. The object of this study is how to use the print ad creative elements in order NO.5 Chanel perfume ads, for example, to explore how the integrated use of various elements to break the routine, to create fine print ads with innovative thinking. Keywords: Plane creative elements of Chanel 目 录 摘要 1 关键词 1 Abstract. 2 Keywords 2 一 4 1.1研究背景 4 1.2研究目的与意义 4 1.3研究的重点与难点 5 1.4国内外研究现状 5 二 6 2.2平面广告创意方法 8 2.2.1固有刺激法 8 2.2.2明确概念法 8 2.2.3品牌形象法 8 2.2.4定位法 8 2.2.5情感共鸣法 8 2.3当前平面广告创意要素的应