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关键词： 中国茶元素   茶文化   平面广告   品牌设计   应用思路  

摘要： 茶元素在平面设计中的应用已经越来越广泛,大多数设计者对茶文化在设计中的点缀作用十分认同,特别是品牌形象设计当中,由于茶文化所代表的茶道精神趋向与宁静、高雅的精神追求,因而倍受设计人员的厚爱。本文分析了茶元素在平面设计中的应用状况,针对其所展现出来的美学和文学特质,对其未来的发展趋势进行了初步的研判,旨在引起平面设计领域的共鸣,对未来茶文化和茶道精神的广泛推广起到了一定的促进作用。

关键词： 品牌广告   元素   社交网络  

摘要： 萌到不行的外表．粉粉的小肉垫；粘人时撒娇．爱理不理时傲娇．让无数猫奴们一头栽进了猫眯筑造的幸福乡。猫咪不仅占领了人类的客厅．还频繁出现在各大社交网络的首页．占领人们的虚拟精神领地。在如今这个“颜值即正义“的时代．越来越多的人义无反顾地加入到”吸猫教”的大潮中去。

关键词： 植入式广告   品牌形象   电视剧   国外学者   广告载体   广告受众   广告信息   广告主  

摘要： 植入式广告并不是一个新鲜事物,以往学者因论证视角的不同对于植入式广告所下的定义也不尽相同,但基本都囊括了广告主、广告载体、广告信息及广告受众几个方面。国内学者卢长宝基于国外学者的研究,将植入式广告定义为：＂植入式广告在很大程度上是指品牌商支付一定费用给媒介所有者,

关键词： 汽车广告   儒家文化   品牌塑造  

摘要： 广告对大众生活产生潜移默化影响的同时,对广告主的品牌塑造也发挥着重要影响,本文着重探讨几例汽车视频广告,分析其中的儒家思想文化传达,看汽车广告与儒家文化的碰撞在品牌塑造中迸发怎样的火花,也激励更多广告人及广告主在现代广告创意中更好发掘儒家文化的瑰宝。

关键词： 品牌形象   品牌LOGO联想   图形同构   欧普艺术  

摘要： 天猫作为"互联网+"时代电子商城成功的典范,其广告在品牌形象塑造方面有很多值得学习和借鉴的地方。文章通过对天猫近两年来几则知名广告的表现手法进行研究,结合实际范例探究其品牌形象塑造的主要方法,如品牌LOGO联想、图形同构、欧普艺术,希望能够对品牌形象塑造有一定的启发意义。

关键词： Goal Orientation   Commitment   Brand Preferences   Attitude   Metaphor   3-bromoacetoxyandrostan-17-one  

摘要： This research aims to explore the impacts of ad metaphors and goal orientation on the relationship between brand commitment and attitudes toward the competitor brands. Results show that prevention-focused consumers with high brand commitment do not exhibit differentially favorable attitudes toward the competitor brands, regardless of ad metaphors. In contrast, prevention-focused consumers with low brand commitment exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads. Moreover, promotion-focused consumers exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads, regardless of brand commitment.

关键词： traditional advertising   social media   brand building   customer acquisition   vector autoregressive modeling  

摘要： This study examines the relative effectiveness of traditional advertising, impressions generated through firm-to-consumer (F2C) messages on Facebook, and the volume and valence of consumer-to-consumer (C2C) messages on Twitter and web forums for brand-building and customer acquisition efforts. The authors apply vector autoregressive modeling to a unique data set from a European telecom firm. This modeling approach allows them to consider the interrelations among traditional advertising, F2C impressions, and volume and valence of C2C social messages. The results show that traditional advertising is most effective for both brand building and customer acquisition. Impressions generated through F2C social messages complement traditional advertising efforts. Thus, thoroughly orchestrating traditional advertising and a firm's social media activities may improve a firm's performance with respect to building the brand and encouraging customer acquisition. Moreover, firms can stimulate the volume and valence of C2C messages through traditional advertising that in turn influences brand building and acquisition. These findings can help managers leverage the different types of messages more adequately.

关键词： MARKETING   ADVERTISING agencies   CONSUMERS   ABSTRACTS  

摘要： The article discusses brand-focused advertising. Topics discussed include recognition of data's importance by consultancies like Accenture Interactive, PwC Digital Services and IBM iX; consumers thinking about their own needs and their own priorities; and preparations for the outreach with market research that addresses the consumer.

关键词： 品牌广告   邓禄普   轮胎   中央电视台   视频网站   影响力  

摘要： 邓禄普轮胎重磅推出2017年全新品脾广告，于7—8月重磅登陆中央电视台和各大卫视，通过知名电视平台覆盖全国，还会同步在具有影响力的各大视频网站及微信朋友圈等社交平台全面扩散。