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目录
1、摄影与广告摄影·························································3
1.1摄影概述····································································3
1.2广告摄影概述······························································3
1.3广告摄影与平面广告······················································4
2、品牌形象建设···························································4
2.1品牌形象的定义及其重要性··············································4
2.2品牌形象的构建与广告宣传··············································4
2.3广告摄影对品牌与产品价值的体现······································5
3、“李宁”平面广告作品分析··········································6
3.1“李宁”品牌简介与“李宁”的品牌之路······························6
3.2“90后李宁”简介························································6
3.3“李宁”的品牌核心价值·················································7
3.4从几幅摄影广告分析不同阶段的李宁” ·······························7
3.4.1品牌定位较为模糊阶段的平面广告分析························8
3.4.2“一切皆有可能”阶段的平面广告分析·························9
3.4.3北京奥运阶段的平面广告分析··································11
3.4.4“90后李宁”“让改变发生” 阶段的平面广告分析··········12
4、小结······································································14
参考文献····································································14
浅析广告摄影对品牌形象建设的意义
——以“李宁”平面广告为例
摘要：在历史的发展中，摄影这一艺术形式逐渐的被众多行业所应用，这其中就包括广告，而摄影也在广告中找到了自身新的定位。于是广告摄影这一新的摄影门类应运而生，广告摄影不是纯粹的艺术，它是服务于商业目的的一种结合科技、商业与艺术的行为。在品牌形象建设越来越被企业所重视的今天，因而它也是一种服务于品牌形象建设的形式，它和其它广告形式一样，对品牌形象建设有着重要的意义。本文中，笔者以“李宁”这一品牌为例，通过它各个时期的几幅平面广告分析研究了广告摄影对品牌形象建设的意义。
关键词： 摄影 广告摄影 平面广告 品牌形象 李宁
Abstract：In the development of history, photography this art form gradually be applied in many industries, including advertising, and in advertising photography also found themselves the new location. So advertising photography, this new kind of photography exists, advertising Photography is not just art .It is a behavior that contains technology , trade and art, and it serves Commercial purposes. Today, the brand is more and more valued by companies .the advertising photography is also a form of se
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