浅谈服饰广告学士学位论文.docVIP

北方民族大学 学士学位论文 论文题目: 浅论服饰广告 . 摘 要 广告如同空气，渗入人们生活的每一个角落。风趣的电视短片，精美的杂志图片，迷幻的地铁灯箱，熟悉的小贩叫卖……我们不禁自问“人类没有广告，世界将会怎样”?服饰广告，是服饰企业为宣传自己的品牌、服饰产品、营销方式等而进行的一系列的宣传性活动。追溯服饰广告，其历史已有数百年。近代以来，服装广告从单一的“叫卖式”宣传，发展到今天多元化、多极化的表现形式和传播渠道，经历了一次又一次的跨越，创造了一个又一个广告史上的传奇。 然而，在世界服饰品牌强烈竞争的今天，我国只是一个服饰生产大国，出口大国，确实服饰品牌小国目前还没有一个品牌进入世界500强，称得上是世界级的服饰品牌。[1]世界服饰品牌如何？我国品牌又该何去何从呢？本文将来探讨这个问题。 关键字：服饰；品牌；广告 Abstract Advertising as air, infiltration people every part of your life. Funny TV clips, elegant magazine pictures, psychedelic metro light box, familiar with vendors wares... We cant help but ask yourself human without advertising, the world will be how to? Dress advertising, is clothing enterprises to publicize his brand, clothing product marketing mode, and a series of propaganda activities. Trace dress advertising, its history for hundreds of years. Since modem times, the clothing from a single advertisement wares type propaganda, development today diversified forms of diversity, and transmission channels, experience again and again across, created a legend in the history of advertising. However, in the world clothing brand strong competition today, our country is just a dress production country, export power, does dress brand is still not a small brands to enter the world 500 strong, be called world-class clothing brand. [3] the world clothing brand? The brand of our country and where to go? This paper discusses the problems in the future. 目 录 TOC \o 1-3 \h \z \u \l _Toc320724735 前言 h 2 \l _Toc320724736 第一章、服饰广告概论 h 3 \l _Toc320724738 第一节 早期服饰广告 h 4 \l _Toc320724739 一、“叫卖式”广告 h 5 \l _Toc320724740 二、“生活方式”型广告崭露头角 6 \l _Toc320724740 三、广告创意时代来临 7 \l _Toc320724741 第二节微现代服饰广告的特点与写作 8 \l _Toc320724742 一、微文化特性显著特点 9 \l _Toc320724743 （一）体现文化内涵 10 \l _Toc320724744 （二）注重人性化 11 \l _Toc320724744 （三）成为品牌符号 12 \l _Toc320724744 （四）表现形式丰富多彩 13 \l _Toc320724744 （五）多渠道投放 14 \l _T