视觉传达视阈下的中国啤酒广告创意行为分析  

Analysis of Creative Behavior in Chinese Beer Advertising from the Perspective of Visual Communication

作　　者：韩为[1] HAN Wei(Shanghai Art&Design Academy,Shanghai 200030,China)

机构地区：[1]上海工艺美术职业学院,上海200030

出　　处：《酿酒科技》2021年第8期138-144,共7页Liquor-Making Science & Technology

摘　　要：以视觉传达效应为出发点,分析中国啤酒广告中创意行为,探究产品的潜在目标、塑造企业形象,并通过精细加工模型将购买行为分为认知、情感与行动三个阶段,确定影响不同用户购买啤酒的因素,并着重分析中国三大啤酒企业广告创意行为:雪花啤酒通过攀岩者攀登雪顶、勇闯天涯的内容,突出产品的年轻、活力;青岛啤酒凭借其继承性和天马行空的创造力,包括民国时期女星代言、开胃健脾的口号,到改革开放后男女共饮的海报,再到现代全球共饮的理念,成为中国啤酒工业的重要龙头企业;燕京啤酒以黄金麦穗为原材料,突出其直接化为酒液的行为,打造出最符合大众理念的啤酒产品。经过对不同啤酒广告创意行为的分析可知,具有创意的广告内容能够扩宽产品发展市场,助力企业和品牌占领市场的一席之地。Based on the visual communication effect, this paper analyzes the creative behavior in Chinese beer advertising, explores the potential audiences and the shaping of corporate image of the advertising. By using the fine processing model, the purchasing behavior is divided into three stages: cognition, emotion and action. The factors influencing different consumers’ purchase of beer are determined. The creative advertising behavior of three beer enterprises in China is analyzed: the connection with extreme sports of Snow Beer, the inheritance and creativity of Qingdao Beer, and the emphasis on raw material of Yanjing Beer. Through the analysis of different creative advertising behavior, we can see that creative advertisement contents can expand the market and help the enterprise to occupy it.

关 键 词：视觉传达 啤酒广告 创意行为 精细加工模型 营销方式 

分 类 号：F713.8[经济管理—广告] TS262.5[经济管理—产业经济]