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关键词： 符号学   大众文化   适切   兔子   齐泽克   天马行空   帽子   广告  

摘要： 书名:品牌与广告:符号学叙述学分析作者:饶广祥出版社:四川大学出版社出版时间:2020年8月ISBN:9787569033847一能天马行空捕捉大众文化的齐泽克(SlavojZizek),曾玩笑似的表述他已经有了一顶帽子,却还没有兔子,意即他已经有了理论,却还没有适切的现实案例。当今的广告研究情形大概恰恰相反。在数字技术已然改变广告存在方式的当下,迅速蔓延的广告与适切的理论分析的缺失,倒像是挂着怀表匆匆赶路的兔子,在找它的帽子。

关键词： 白酒品牌   形象塑造   艺术元素   广告效应  

摘要： 白酒品牌的形象塑造偏向地域化,导致白酒品牌比同类型营销产品获得的广告收益更低。为提升白酒品牌形象塑造效果,本文对白酒品牌形象塑造中的艺术元素与广告营销进行研究。首先分析白酒品牌形象塑造中的艺术元素,对比艺术元素在品牌形象塑造方面的应用。对白酒品牌形象塑造中的艺术元素对应产生的广告效应进行分类,研究艺术元素与品牌热度之间的关系,同时对艺术元素介入的品牌形象的传播趋势进行预测。分析品牌辨识度的构建规律,据此得到艺术元素构建品牌辨识度的路径。再研究白酒品牌形象营造高级感的艺术元素占比,以此对艺术元素提高品牌的自身价值的塑造内容进行分析。

关键词： Self-concept clarity   Materialism   Self-brand connection   Communal-brand connection  

摘要： The purpose of this study is to explore the effect of consumer self-concept clarity and materialism on consumers' self-brand connection and communal-brand connection as well as purchase intention in the context of ethnically matched, mismatched, or multi-ethnic advertising. The results showed that self-concept clarity has a negative impact on self-brand connection and communal-brand connection for ads featuring multi-ethnic models (but not for ads featuring ethnically matched or mismatched models), while materialism did not exhibit any impact on self-brand connection or communal-brand connection for any of the conditions. A negative relationship between self-concept clarity and materialism was found for the multi-ethnic approach (but not for ads featuring ethnically matched or mismatched models). Marketing practitioners will benefit from these findings by gaining insight on how consumer traits influence consumer-brand relationships in the context of match, mismatch, and multi-ethnic advertising approaches.

关键词： 广告   产品质量   品牌意识   顾客忠诚度  

摘要： 本文通过实证研究得出,品质感知和品牌意识对品牌忠诚度存在显著的正向影响,广告效应对品质感知具有微弱的积极影响,而广告效应对品牌意识的积极作用较明显,说明广告效应不直接作用于品牌忠诚度,而是在于强化消费者的品牌意识,从而对品牌忠诚度产生间接作用.本文的研究结论对现实企业的广告战略和品牌忠诚度建设具有启示意义.

关键词： 壮族元素   视觉识别系统   广告传播   广西壮医医院  

摘要： 广西是多民族聚居的省份,其中壮族是广西人数最多的一个民族,它有着悠久的民族历史,灿烂的文化艺术。随着时代的发展,多元文化相互融合、相互影响,加上近些年来东盟博览会的影响,壮族文化越来越被世人熟知,并推向了国内外市场。如今越来越多的壮族元素被巧妙地应用在设计领域中,壮族文化元素在原有的形式内涵上,结合现代科技手段、工艺技术,有效地与现代艺术设计理念相融合,逐渐形成了极具民族文化特色的设计风格,不仅赋予了新的视觉效果,还具有优化空间环境,弘扬民族传统文化的意义。医院建筑作为与人类生活密切相关的公共建筑,在新的医学模式,新的设备条件下,除了为患者提供更有效更舒适的治疗环境,还需要不断加强医院自身的文化建设,通过有别于其他医院的文化体系的构建,来提升医院的核心竞争力。本文结合“广西壮医医院文化视觉符号升级方案”,对如何在医院的品牌文化传播中融入壮族元素进行分析,探究壮族元素与医院品牌文化相结合的可能性,在实地调研的基础上,分析现存的问题并提出解决策略。

关键词： audio advertising   brand awareness   impression   memory   short ads   video advertising  

摘要： As digital streaming media matures, consumers and publishers have become interested in short duration ads (i.e., <10 s). However, previous research on memory retention for short-duration ad content utilized video or audio-video experiences where attention is directed toward the ad. Therefore, it is unclear whether this study is relevant to audio-only content, and it is unknown if similar memory retention may be achieved when attention is not directed toward the ad (i.e., incidental memory). To study the incidental memory of short audio ads, participants were recruited to play a driving game while listening to music with periodic ad breaks (pods). Each pod contained a 2, 4, and 8-s ad. Results showed each ad duration was able to leave an impression on both recall and recognition memory. Whereas the duration of the ad generally did not affect incidental memory, ads placed first or last in a pod were remembered best. Together, the data indicates that audio ads less than 10-s are a viable option to raise awareness for brand name, product name and company location. Moreover, these results indicate audio ads may leave an impression even when the listener is engaged in other tasks, such as driving or playing a video game.

关键词： MG动画   广告创意   设计  

摘要： 在新时代的媒介背景下,MG(Motion Graphics)动画凭借简约概括的设计风格、较低的制作资本成为当今品牌广告设计、企业宣传、科学普及的重要手段,本文以MG动画的广告设计为研究对象,结合笔者自身制作的具体品牌广告案例,分析MG动画广告中的创新与应用.