工學(xué)結(jié)合理念——涵蓋“廣告設(shè)計(jì)”課程的基本知識點(diǎn)和技能點(diǎn)，將理論知識與設(shè)計(jì)實(shí)踐完美結(jié)合

新思維新方法——以新鮮和切合學(xué)生實(shí)際為出發(fā)點(diǎn)，以基礎(chǔ)知識、實(shí)例分析、作品點(diǎn)評及課后實(shí)訓(xùn)打造完整教學(xué)體系

案例帶動教學(xué)——近400個(gè)國內(nèi)外獲獎(jiǎng)及優(yōu)秀廣告作品欣賞，拓展設(shè)計(jì)視野，感知廣告設(shè)計(jì)的藝術(shù)性與商業(yè)性

新視野新突破——圍繞廣告設(shè)計(jì)流程，挖掘?qū)W生的邏輯思維能力、想象能力、洞察能力，培養(yǎng)多元化思維方式

如今廣告信息可謂無處不在、無孔不入，甚至有人說我們呼吸的空氣是由氮?dú)狻⒀鯕夂蛷V告所組成。早在1917年，英國小說家諾曼•道格拉斯（Norman Douglas）就曾斷言過廣告在全球的蓬勃發(fā)展。他說：“通過廣告你可以發(fā)現(xiàn)一個(gè)國家的理想”。當(dāng)時(shí)，廣播和電視尚未出現(xiàn)。今天隨著因特網(wǎng)和各種各樣的在線數(shù)據(jù)庫服務(wù)的問世，個(gè)人及團(tuán)體可以在瞬間將廣告訊息傳遞給世界上成千上萬的人。廣告正在經(jīng)歷歷史性的巨變——從買方獨(dú)斷的一言堂變成買賣雙方完全民主的對話。突然間，每一個(gè)人都有了發(fā)言權(quán)。這使得今天學(xué)習(xí)廣告比以往任何時(shí)候都更加重要。特別是對藝術(shù)專業(yè)的學(xué)生，可以在這個(gè)最富有生命力的產(chǎn)業(yè)去揮灑自已的創(chuàng)意。

本書章節(jié)內(nèi)容包含基礎(chǔ)知識、實(shí)例分析、作品點(diǎn)評及課后實(shí)訓(xùn)，環(huán)節(jié)緊湊，塑造了一個(gè)完整的教學(xué)體系。為了使學(xué)生對廣告設(shè)計(jì)理論知識深入理解，在每一章中的每一個(gè)知識點(diǎn)下面都配有具有代表性的優(yōu)秀的廣告作品。我們以新鮮和切合學(xué)生實(shí)際為出發(fā)點(diǎn)，選用了近千張優(yōu)秀的廣告作品為藝術(shù)專業(yè)、平面設(shè)計(jì)專業(yè)的學(xué)生了解廣告界最優(yōu)秀的作品提供了寶貴的指導(dǎo)。更主要的是，通過對廣告案例進(jìn)行分析，優(yōu)秀作品進(jìn)行點(diǎn)評，能夠挖掘?qū)W生的邏輯思維能力、想象能力、洞察能力，并培養(yǎng)學(xué)生多元化的思維方式。

本書由多名在高校從事藝術(shù)設(shè)計(jì)教學(xué)的一線教師與實(shí)踐經(jīng)驗(yàn)豐富的設(shè)計(jì)師共同編寫。全書由李凱策劃及統(tǒng)稿，李凱擔(dān)任主編，王靜、王榮國、崔賀擔(dān)任副主編。具體分工為：第一章由王榮國編寫，第二章及3.1節(jié)由劉浩然編寫，第四章及3.2節(jié)由崔賀編寫，第五章及3.3節(jié)由王靜編寫，第六章及3.4節(jié)、3.5節(jié)、3.6節(jié)由李凱編寫。耿曉蕾、曹麗、栗翠也參加了部內(nèi)容的編寫。

本書在寫作過程中難免出現(xiàn)錯(cuò)誤與疏漏。為使本書更加完美與專業(yè)，我們衷心希望接觸到本書的教師與學(xué)生、專家與學(xué)者給予批評指正，以便今后修訂完善。

編者

2010年10月

前言
第一章 廣告設(shè)計(jì)概述 ······················1
1.1 廣告的概念 ·····················································2
1.2 廣告發(fā)展簡史 ·················································3
1.2.1 廣告的發(fā)展歷程 ··································3
1.2.2 中國廣告的發(fā)展過程及風(fēng)格 ··············4
1.2.3 未來中國廣告業(yè)的發(fā)展趨勢 ··············6
1.3 廣告設(shè)計(jì)的使命 ·············································8
1.4 廣告設(shè)計(jì)師應(yīng)具備的基本素質(zhì) ···················10
1.4.1 基本素質(zhì) ············································10
1.4.2 如何提高廣告人的素質(zhì) ····················11
1.5 案例分析——廣告設(shè)計(jì)的使命 ··················12
1.5.1 東芝液晶電視雜志廣告分析 ············12
1.5.2 家樂福打折招貼廣告分析 ················13
1.5.3 英倫品牌Wonderbra魔術(shù)胸罩的戶
外廣告分析 ········································14
1.5.4 SONY耳機(jī)招貼廣告分析 ·················14
1.6 作品點(diǎn)評 ·······················································15
1.7 課后實(shí)訓(xùn) ·······················································19
1.7.1 策劃一個(gè)快遞公司廣告 ····················19
1.7.2 策劃一個(gè)牙線廣告 ····························20
第二章 廣告設(shè)計(jì)的基本原理 ·········23
2.1 廣告圖形 ·······················································24
2.1.1 廣告圖形的內(nèi)容 ································24
2.1.2 廣告圖形的類型 ································25
2.2 廣告標(biāo)志 ·······················································29
2.3 廣告文字 ·······················································30
2.3.1 廣告設(shè)計(jì)中文字的功能劃分 ············30
2.3.2 廣告中的文字設(shè)計(jì)原則 ····················32
2.3.3 廣告中文字的排列與組合 ················33
2.4 廣告色彩 ·······················································35
2.4.1 色彩在廣告設(shè)計(jì)中的作用 ················35
2.4.2 色彩的心理作用在廣告設(shè)計(jì)中的
運(yùn)用 ····················································36
2.4.3 基本配色共有的心理效應(yīng) ················38
2.4.4 色彩搭配在廣告設(shè)計(jì)中的運(yùn)用 ········39
2.5 案例分析——廣告設(shè)計(jì)的構(gòu)成要素 ···········47
2.5.1 Renova衛(wèi)生紙廣告分析 ····················47
2.5.2 聯(lián)邦快遞廣告分析 ····························48
2.5.3 SCOTCHGARD（思高潔）清潔劑
廣告分析 ············································48
2.6 作品點(diǎn)評 ·······················································49
2.7 課后實(shí)訓(xùn) ·······················································52
2.7.1 策劃一則配色上以彩度為主的食品
廣告 ····················································52
2.7.2 策劃一則配色上使用補(bǔ)色關(guān)系色
相的商業(yè)招貼廣告 ····························53
2.7.3 策劃一則配色使用以色相調(diào)子為
主的商業(yè)招貼廣告 ····························53
第三章 廣告設(shè)計(jì)的定位、策劃及設(shè)
計(jì)程序 ·······························67
3.1 廣告的定位 ···················································56
3.1.1 什么是“定位” ································56
3.1.2 廣告定位的意義 ································59
3.2 廣告策劃 ·······················································62
3.2.1 廣告策劃的程序 ································62
3.2.2 廣告策劃的方法 ································63
3.3 廣告的設(shè)計(jì)程序 ···········································76
3.3.1 設(shè)計(jì)準(zhǔn)備 ············································76
3.3.2 設(shè)計(jì)創(chuàng)意 ············································77
3.3.3 設(shè)計(jì)表現(xiàn) ············································78
3.3.4 設(shè)計(jì)編排 ············································83
3.3.5 審查定稿 ············································84
3.4 案例分析——廣告設(shè)計(jì)中的策劃與推廣 ···84
3.4.1 Wuttisak Clinc化妝品廣告的策劃
與推廣 ················································84
3.4.2 潘婷防止脫發(fā)洗發(fā)水廣告的策劃
與推廣 ················································85
3.4.3 KARANA TRAVELGEAR睡袋廣
告的策劃與推廣 ································86
3.4.4 印度ALLEN SOLLY艾倫索利服
飾廣告的策劃與推廣 ·······················87
3.5 作品點(diǎn)評 ·······················································88
3.6 課后實(shí)訓(xùn) ·······················································92
3.6.1 策劃一個(gè)洗衣粉廣告 ························92
3.6.2 策劃一個(gè)口香糖廣告 ························94
第四章 廣告設(shè)計(jì)的主題與創(chuàng)意 ····107
4.1 廣告的主題 ···················································96
4.1.1 廣告主題的基本要素 ························96
4.1.2 主題的設(shè)定 ········································98
4.1.3 廣告主題的特征 ······························100
4.2 廣告創(chuàng)意的來源與突破 ·····························102
4.2.1 創(chuàng)意來源于生活 ······························102
4.2.2 創(chuàng)意來源于文化的積淀 ··················104
4.2.3 創(chuàng)意來源于實(shí)踐 ······························105
4.3 廣告創(chuàng)意的表現(xiàn)形式 ·································106
4.3.1 展示法 ··············································106
4.3.2 突出特征法 ······································108
4.3.3 對比法 ··············································109
4.3.4 夸張法 ··············································109
4.3.5 以小見大法 ······································110
4.3.6 聯(lián)想法 ··············································111
4.3.7 詼諧幽默法 ······································112
4.3.8 比喻法 ··············································112
4.3.9 置換法 ··············································114
4.3.10 強(qiáng)調(diào)法 ············································115
4.3.11 情感表現(xiàn)法 ····································116
4.3.12 偶像表現(xiàn)法 ····································117
4.3.13 系列表現(xiàn)法 ····································119
4.3.14 懸念安排法 ····································120
4.4 案例分析——廣告設(shè)計(jì)中的創(chuàng)意設(shè)計(jì) ·····121
4.4.1 奧迪Audi Q7汽車全球定位系統(tǒng)
GPS廣告創(chuàng)意分析 ···························121
4.4.2 Pantogar生發(fā)產(chǎn)品的宣傳廣告創(chuàng)意
分析 ··················································122
4.4.3 BKK GRILL燒烤店的宣傳廣店創(chuàng)
意分析 ···············································122
4.4.4 Dermagraphic紋身店的宣傳廣告創(chuàng)
意分析 ···············································123
4.5 作品點(diǎn)評 ·····················································123
4.6 課后實(shí)訓(xùn) ·····················································126
4.6.1 策劃一個(gè)汽車廣告方案 ··················126
4.6.2 策劃一個(gè)沐浴露廣告方案 ··············128
第五章 廣告的版面編排 ···············141
5.1 廣告版面編排的目的 ·································130
5.1.1 提高廣告版面的注意價(jià)值 ··············130
5.1.2 有利于廣告信息的迅速傳達(dá) ··········131
5.1.3 加深企業(yè)及品牌印象的留存 ··········132
5.2 廣告版面設(shè)計(jì)遵循法則 ·····························134
5.2.1 突出主題 ··········································134
5.2.2 內(nèi)容與形式表現(xiàn)統(tǒng)一，井然有序 ··135
5.2.3 注重視覺流程 ··································136
5.2.4 注重整體的對比因素 ······················137
5.2.5 注意提高廣告文案的可讀性 ··········140
5.3 廣告版面設(shè)計(jì)的編排方法 ·························141
5.3.1 單純化 ··············································141
5.3.2 簡化標(biāo)題制作 ··································142
5.3.3 適當(dāng)?shù)厥褂蒙�彩，避免花哨之�?···143
5.3.4 注意保持版面相對的均衡感 ··········145
5.3.5 講求版面編排設(shè)計(jì)中的空白處理 ···146
5.3.6 著力強(qiáng)調(diào)版面的訴求重點(diǎn) ··············147
5.3.7 注意編排中錯(cuò)覺的運(yùn)用 ··················149
5.3.8 創(chuàng)造一定的節(jié)奏感與韻律感 ··········149
5.4 廣告版面編排的基本形式 ·························151
5.4.1 上下分割 ··········································151
5.4.2 左右分割 ··········································152
5.4.3 斜向分割 ··········································152
5.4.4 螺旋形編排 ······································153
5.4.5 以中心為重點(diǎn)編排 ··························153
5.4.6 L型的編排 ········································154
5.4.7 U型的編排 ·······································154
5.4.8 三角形的編排 ··································155
5.4.9 強(qiáng)調(diào)上下左右的編排 ······················156
5.4.10 重復(fù)編排 ········································156
5.4.11 并置編排 ········································158
5.4.12 包圍編排 ········································159
5.5 案例分析——廣告設(shè)計(jì)中的編排設(shè)計(jì) ·····159
5.5.1 MINI汽車廣告編排設(shè)計(jì)分析 ·········159
5.5.2 哈根達(dá)斯食品類廣告的編排設(shè)計(jì)
分析 ··················································160
5.5.3 兒童鈣片廣告編排設(shè)計(jì)分析 ··········161
5.5.4 水果面膜廣告編排設(shè)計(jì)分析 ··········161
5.5.5 Arcelik大容量冰箱廣告編排設(shè)計(jì)
分析 ···················································161
5.6 設(shè)計(jì)點(diǎn)評 ·····················································162
5.7 課后實(shí)訓(xùn) ·····················································165
5.7.1 策劃一個(gè)公益類廣告 ······················165
5.7.2 策劃一個(gè)汽車類的廣告 ··················165
第六章 廣告的媒介運(yùn)用與設(shè)計(jì) ····179
6.1 招貼廣告 ·····················································168
6.1.1 招貼廣告的特征 ······························168
6.1.2 招貼廣告的設(shè)計(jì)法則 ······················170
6.1.3 招貼廣告的設(shè)計(jì)要素 ······················172
6.2 報(bào)紙廣告 ·····················································174
6.2.1 報(bào)紙廣告的特點(diǎn) ······························175
6.2.2 報(bào)紙廣告的優(yōu)勢及局限性 ··············175
6.2.3 報(bào)紙廣告的設(shè)計(jì)原則 ······················177
6.3 雜志廣告 ·····················································179
6.3.1 雜志廣告的特征 ······························179
6.3.2 雜志廣告的優(yōu)勢及局限性 ··············179
6.3.3 雜志廣告的設(shè)計(jì)要點(diǎn) ······················182
6.4 案例分析——招貼廣告、報(bào)紙廣告、
雜志廣告 ·····················································183
6.4.1 保護(hù)動物的公益廣告招貼分析 ······183
6.4.2 Red-Logistics搬家服務(wù)招貼廣告
分析 ···················································184
6.4.3 麥當(dāng)勞報(bào)紙廣告分析 ······················185
6.4.4 救助癌癥家庭的公益雜志廣告
分析 ···················································185
6.5 作品點(diǎn)評 ·····················································186
6.6 課后實(shí)訓(xùn) ·····················································188
6.6.1 策劃一個(gè)反對皮草公益招貼廣告 ··188
6.6.2 策劃一個(gè)酒水的招貼廣告 ··············189
6.7 直郵廣告 ·····················································189
6.7.1 直郵廣告的傳播方式 ······················190
6.7.2 直郵廣告的優(yōu)點(diǎn)及局限性 ··············191
6.7.3 直郵廣告的類別 ······························192
6.8 戶外廣告 ·····················································194
6.8.1 戶外廣告的優(yōu)勢及局限性 ··············195
6.8.2 戶外廣告的形式 ······························195
6.8.3 戶外廣告設(shè)計(jì)的要點(diǎn) ······················199
6.9 網(wǎng)絡(luò)廣告 ·····················································201
6.9.1 網(wǎng)絡(luò)廣告的特征 ······························201
6.9.2 網(wǎng)絡(luò)廣告設(shè)計(jì)的技巧 ······················204
6.10 電視廣告 ···················································205
6.10.1 電視廣告特點(diǎn) ································205
6.10.2 電視廣告表現(xiàn)手法 ························205
6.10.3 電視廣告的制作步驟 ····················208
6.11 案例分析——直郵廣告、戶外廣告 ·······209
6.11.1 直郵廣告博世割草機(jī)臺歷分析 ····209
6.11.2 豐田普銳斯戶外廣告分析 ············210
6.11.3 UPS快遞公司戶外廣告分析 ·········210
6.11.4 nycil 痱子粉戶外廣告分析 ···········210
6.12 作品點(diǎn)評 ···················································212
6.13 課后實(shí)訓(xùn) ···················································215
6.13.1 策劃一個(gè)直郵廣告——日歷 ········215
6.13.2 策劃一個(gè)公益性的戶外廣告 ········216
參考文獻(xiàn) ········································218

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