品牌形象广告创意的特征及策略  

The Feature and Strategy of Brand Image Advertising Idea

作　　者：雷鸣[1] 庞少杰[2] 

机构地区：[1]吉林化工学院 机电工程学院,吉林吉林132022 [2]东北电力大学 艺术学院,吉林吉林132012

出　　处：《东北电力大学学报》2013年第3期96-99,共4页Journal of Northeast Electric Power University

基　　金：吉林化工学院科学技术研究项目<品牌形象户外广告设计研究>([2011]017号)

摘　　要：在品牌理论的基础上,分析了品牌形象广告的内涵和作用,论述了品牌形象广告创意的特征:品牌形象广告创意的目标是树立、提升和维护品牌形象;品牌形象广告创意促进品牌联想;品牌形象广告创意弘扬品牌文化。进而结合品牌形象广告设计的实例,分析了品牌形象广告创意的策略:引导人们联想品牌形象的特定内容,赋予经典的构成形式新的意义,借用艺术形式创造性地呈现品牌文化。on the basis of the theory of brand, analyzed the connotation and function of brand image advertisement, this paper expounded that the features of brand image advertising idea：the goal of brand image advertising idea is setting up and promoting and maintaining the brand image ;The brand image advertising idea boosts the brand association;The brand image advertising idea develops and expands the brand culture. Then with the example of brand image advertisement design, analyzed the brand image advertising idea strategies ： guides people to associate the specific content of brand image, endow classic constitution form with a new meaning, uses the art form to creatively present brand culture.

关 键 词：品牌形象 广告 创意 

分 类 号：J061[艺术—艺术理论] F713.8[经济管理—广告]