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随着经济的发展,科技的进步,人们的需求也从过去单纯的吃饱穿暖变的多样化,日用品的支付占总支出的比例越来越大。人们对于美的追求源自人类起源,爱美之心人皆有之。洗发水作为基本的日用品,可以满足人们拥有一头乌黑亮丽的头发的梦想。本文根据广告学基本原理,将课堂上所学的知识用到实际中,编写了“飘柔”品牌新核心理念:“飘出你的范儿”进行了飘柔洗发水的广告主题分析。由于广告受众广、发行量大,可信度高而具有很强的品牌塑造能力。飘柔以其色彩绚丽、形象生动的系列广告作品有效增强广告的感染力,是消费者沉浸在商品和服务形象给予的愉悦中,自觉接受广告的引导,对飘柔的品牌推广、形象塑造、产品销售等多方面起了重要作用。本论文主要以“飘出你的范儿”为主题来阐述飘柔洗发水的广告,并围绕着“飘出你的大范儿”这一新概念来展开创意分析。
With the development of economy and the advancement of science and technology, people’s demand is also diversified from simple feeding to warm-up in the past. The payment of daily necessities accounts for an increasing proportion of total expenditure. People’s pursuit of beauty stems from the origins of mankind, beauty of the heart of everyone. Shampoo as a basic daily necessities, to meet people have a dark, beautiful hair dream. This article based on the basic principles of advertising, the lessons learned in the classroom used in practice, prepared a “Rejoice ” brand new core concept: “out of your range of children ” for Rejoice shampoo ads Theme analysis Due to the broad audience, large circulation, high credibility and has a strong brand building ability. Rejoice with its colorful, vivid series of advertising works to effectively enhance the appeal of the ads, consumers are immersed in the pleasure of the image of goods and services, consciously accept the guidance of advertising, Rejoice brand promotion, image building, Product sales and many other aspects played an important role. This dissertation mainly focuses on the advertisement of Rejoice Shampoo with the theme of “Waiting for Your Fan” and starts the creative analysis around the new concept of “Waiting for Your Fancy”.