《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》-毕业设计（论文）.doc

PAGE PAGE III 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： PAGE PAGE III 摘 要 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扩展为品牌形象之争，这意味着在众多拥有同等质量、风格雷同的品牌中，形象更为鲜明、完整的品牌将占有更大的市场份额。因此，为了生存和发展，越来越多的化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妆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现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表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，讨论了安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造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手法应用策略。 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牌的“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 品牌形象塑造 广告 Title The methods of advertising research based on the shape of the cosmetics brand image-building ——A Case Study to Anna Sui Abstract Competition in the cosmetics industry has become almost a cruel today, the theme of the competition by gradually between the quality of the product expansion for the brand 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, in order to survive and develop, cosmetic companies have been aware this 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 related to the Anna Sui Cosmetics Brand shape analysis. The article consists of three 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. The second part of the realization of the Anna Sui advertising practices form a systematic analysis of, first of all on the Anna Sui brand analysis, followed by a discussion on Anna Sui to use several advertising methods