| 叶 军.多元消费诉求下的 “无车式” 汽车广告[J].包装工程,2011,32(22):16-18. |
| 多元消费诉求下的 “无车式” 汽车广告 |
| "No Auto" Automotive Advertisement under the Multi Consumption Appealing |
| 投稿时间：2011-07-18 修订日期：2011-11-20 |
| DOI： |
| 中文关键词: 广告创意 消费诉求 “无车式” 汽车广告 |
| 英文关键词: advertising originality consumption appealing "no auto" automotive advertisement |
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| 中文摘要: |
| 通过对当今汽车消费诉求呈多元化发展趋势的分析,进一步论述了汽车消费者的物理层面诉求与心理层面诉求的不同特征， 并以大众汽车广告为例， 针对安全性诉求、 舒适性诉求以及品味性诉求、 情感性诉求， 分析了开始逐渐出现的 “没有汽车的汽车广告” 的创意与表现。为汽车广告的创意与表现提供更多的设计思路， 帮助汽车企业在市场销售中拥有更强的竞争力。 |
| 英文摘要: |
| Through analysis of multi development of current automotive consumption appealing, it discussed different characteristics of physical and psychological layer appealing for automotive consumers. Taking the automotive advertisement of Volkswagen for example, according to safety appealing, comfort appealing, taste appealing and emotion appealing, it analyzed the originality and performance of the "no auto" automotive advertisement. It aims to provide more design ideas for the originality and performance of automotive advertisement and help automotive enterprise to own stronger competition in marketing sales. |
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