广告色彩的分析及应用

毕业论文

题目广告色彩分析和实际应用学院文学院

专业广告学

班级广告0701班

学生徐欧文

学号***********

指导教师陈静

二〇一一年五月三十日

摘要

广告色彩是色彩商业化应用的产物，是在产品广告或企业形象广告中使用的能引起消费者注意，标志产品和企业形象及特点的标准色，具有物理属性、心理属性和独特的商业属性。广告色彩的传达效果与广告色彩心理密切相关。广告色彩心理效应是基于广告色彩的心理属性，由于人们的间接联想而产生的，主要受个人因素和环境因素的影响。现在，广告色彩营销已是商家采取的重要营销手段之一，其本质就是利用广告色彩来促进产品销售。广告色彩营销主要有定位产品受众群，进行广告色彩心理分析；根据受众的广告色彩需求和产品诉求，确定广告色彩形象；围绕广告色彩形象策略制定完整的营销策略和建立广告色彩系统四个步骤。在广告色彩的实际应用中，主要分为企业形象的广告色彩策略和产品的广告色彩策略两大部分。

关键词：广告色彩；色彩心理；色彩营销；应用

ABSTRACT

The colors used in advertisements are the products of commercial application of colors. They are the standard colors which are used in the product advertisements or the enterprise image advertisement to cause the attention of consumers and symbolize the characteristic of products and the enterprise image. They have the physical property, the psychological attribute and the unique commercial attribute. The transmission effect of colors in advertisement and the advertisement color psychology are closely related. The advertisement color psychological effect is based on the advertisement color psychological attribute and produces as a result of people's indirect association. The advertisement color psychological effect is mainly influenced by individual factor and environmental factor. Nowadays, the advertisement color marketing has already been one of the important marketing methods. Its essence is using color to promote product sale. The advertisement color marketing has four steps: analyzing psychology in advertisement color to locate the consumer groups; confirming the image of advertisement color a ccording to the audiences’ demand of advertisement color and product; establishing complete marketing strategy according to advertisement image strategy; establishing advertisement color system. And the advertisement color's practical application mainly divides into two parts: the advertisement color strategy of enterprise image and advertisement color strategy of products.

Key words: Advertising Color; Color Psychology; Color Marketing; Application

目录

摘要.................................................................................................... .I ABSTRACT...........................................................................................II 前言. (1)

一、什么是广告色彩 (2)

(一)广告色彩的概念 (2)

(二) 广告色彩的属性 (2)

二、广告色彩心理 (5)

(一) 广告色彩心理的形因和分类 (5)

(二) 影响广告色彩好恶的因素和表现 (5)

三、广告色彩营销 (9)

(一) 广告色彩营销理论的起源 (9)

(二) 广告色彩营销理论的概念 (9)

(三) 广告色彩营销的步骤 (9)

(四) 广告色彩营销需注意的几个问题 (10)

四、广告色彩在广告中的实际应用 (12)

(一) 企业形象的广告色彩策略 (12)

(二) 产品的广告色彩策略 (12)

五、结论 (16)

参考文献 (17)

致谢 (18)