| 雷 鸣.品牌形象广告创意的特征与途径[J].包装工程,2012,33(16):28-31. |
| 品牌形象广告创意的特征与途径 |
| The Feature and Way of Advertising Originality of Brand Image |
| 投稿时间：2012-03-11 修订日期：2012-08-20 |
| DOI： |
| 中文关键词: 品牌形象 广告 创意 |
| 英文关键词: brand image advertisement originality |
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| 中文摘要: |
| 通过对设计实例的分析， 提出品牌形象广告创意的特征： 直观地展示品牌形象， 激发品牌联想， 提升品牌文化内涵。在此基础上从设计心理学角度， 指出以创意建立品牌联想的方法。明确了品牌形象广告创意的途径主要是纵横方向分析品牌形象， 品牌形象的概念化， 形成品牌形象广告的主题。 |
| 英文摘要: |
| Through the analysis of the design example, it put forward the features of brand image advertising originality, which visually displayed the brand image, stimulated brand imagination, and enhanced the brand culture connotation. Based on this, from the design psychology, it pointed out the method that originality establishing the brand association. The way of brand image advertising originality is mainly that vertically and horizontally analyzes the brand image, brand image conceptualizes, and forms the theme of bran image advertisement. |
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