广告意境的创造.doc

广告意境的创造

摘 要：

现在的社会，广告越来越占人们生活的比重，不管人走到那里，都会有广告的身影。只是广告的形式变的越来越多，给人的生活也带来了丰富多彩的乐趣。
广告有两大好处：1.让人们的生活变的方便，让人选样品的数量也可以增加。2.使市场竞争变的激烈，市场竞争的激烈同样也推动了经济的发展。所以现在看一个国家发达不发达都是看广告，要求的不只要广告的数量多，品种多，还有就是营造一种不一样的意境，这就是我们现在要说的关于创造广告的意境。那究竟怎样才能让广告的意境不但符合消费者的胃口，还要能够推动一个企业的发展，这就是广告意境应该增加的。只有营造出一个不一般的意境，才能和其它的广告不一样，就有了不一样的感觉。从而就会产生不同的购销欲望。
  
关键词：广告创意，广告学研究，意境，宗旨，经济发展
    
 
ADVERTISE THE CREATION OF ARTISTIC CONCEPTION
ABSTRACT
The society of now, advertise more and more specific weight of having people's life, ignore a person to walk to there, will have an advertised figure.The form just advertised changes of more and more, also brought abundant colorful fun for the person's life.
   The advertisement has two greatest advantages:1.The convenience letting people's life change, let the amount of candidate's sample be able to also increase.2.The vehemence making the market competition change, market the vehemence same of the competition also pushed economic of development.So see a nation flourishing now not flourishing all is see an advertisement, request of not want ～only advertised mount many, species many, also have be construct a kind of different artistic conception, this be we want to say now of concerning creation advertisement of artistic conception.That how let actually the advertised artistic conception match the appetite of consumer not only, also want the development that can push a business enterprise, this ising to advertise artistic conception should increase.Only construct a not general artistic conception, then can be different from the advertisement of the other, have a different felling.Will produce to buy to sell desire differently thus.

KEY WORDS：
Advertise a creativity, advertise to learn a research, artistic conception, aim, the economy develops

目 录
                                   
前言……………………………………………………………6
第一章 中国广告学理论的发展………………………………………7
1.1 广告学理论的产生与发展……………………………………7
1.1.1 广告学研究溯源…………………………………………7
1.1.2 我国广告学研究的起步…………………………………8
1.1.3 我国广告学研究的发展…………………………………8
1.1 广告学理论研究中几个问题的探索…………………………9
   1.2.1 关于广告学科的科学与艺术之争……………………10
   1.2.2 关于广告学研究的理论基础…………………………11
   1.2.3 关于广告的社会学思考………………………………12
第二章 意境的起源…………………………………………………13
第三章 广告与意境…………………………………………………14
结论…………………………………………………………14
参考文献……………………………………………………15
致谢…………………………………………………………16