工學結合理念——涵蓋“廣告設計”課程的基本知識點和技能點，將理論知識與設計實踐完美結合

新思維新方法——以新鮮和切合學生實際為出發點，以基礎知識、實例分析、作品點評及課后實訓打造完整教學體系

案例帶動教學——近400個國內外獲獎及優秀廣告作品欣賞，拓展設計視野，感知廣告設計的藝術性與商業性

新視野新突破——圍繞廣告設計流程，挖掘學生的邏輯思維能力、想象能力、洞察能力，培養多元化思維方式

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氣、氧氣和廣告所組成。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展。他說：“通過廣告你可以發現一個國家的理想”。當時，廣播和電視尚未出現。今天隨著因特網和各種各樣的在線數據庫服務的問世，個人及團體可以在瞬間將廣告訊息傳遞給世界上成千上萬的人。廣告正在經歷歷史性的巨變——從買方獨斷的一言堂變成買賣雙方完全民主的對話。突然間，每一個人都有了發言權。這使得今天學習廣告比以往任何時候都更加重要。特別是對藝術專業的學生，可以在這個最富有生命力的產業去揮灑自已的創意。

本書章節內容包含基礎知識、實例分析、作品點評及課后實訓，環節緊湊，塑造了一個完整的教學體系。為了使學生對廣告設計理論知識深入理解，在每一章中的每一個知識點下面都配有具有代表性的優秀的廣告作品。我們以新鮮和切合學生實際為出發點，選用了近千張優秀的廣告作品為藝術專業、平面設計專業的學生了解廣告界最優秀的作品提供了寶貴的指導。更主要的是，通過對廣告案例進行分析，優秀作品進行點評，能夠挖掘學生的邏輯思維能力、想象能力、洞察能力，并培養學生多元化的思維方式。

本書由多名在高校從事藝術設計教學的一線教師與實踐經驗豐富的設計師共同編寫。全書由李凱策劃及統稿，李凱擔任主編，王靜、王榮國、崔賀擔任副主編。具體分工為：第一章由王榮國編寫，第二章及3.1節由劉浩然編寫，第四章及3.2節由崔賀編寫，第五章及3.3節由王靜編寫，第六章及3.4節、3.5節、3.6節由李凱編寫。耿曉蕾、曹麗、栗翠也參加了部內容的編寫。

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

編者

2010年10月

前言
第一章 廣告設計概述 ······················1
1.1 廣告的概念 ·····················································2
1.2 廣告發展簡史 ·················································3
1.2.1 廣告的發展歷程 ··································3
1.2.2 中國廣告的發展過程及風格 ··············4
1.2.3 未來中國廣告業的發展趨勢 ··············6
1.3 廣告設計的使命 ·············································8
1.4 廣告設計師應具備的基本素質 ···················10
1.4.1 基本素質 ············································10
1.4.2 如何提高廣告人的素質 ····················11
1.5 案例分析——廣告設計的使命 ··················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魔術胸罩的戶
外廣告分析 ········································14
1.5.4 SONY耳機招貼廣告分析 ·················14
1.6 作品點評 ·······················································15
1.7 課后實訓 ·······················································19
1.7.1 策劃一個快遞公司廣告 ····················19
1.7.2 策劃一個牙線廣告 ····························20
第二章 廣告設計的基本原理 ·········23
2.1 廣告圖形 ·······················································24
2.1.1 廣告圖形的內容 ································24
2.1.2 廣告圖形的類型 ································25
2.2 廣告標志 ·······················································29
2.3 廣告文字 ·······················································30
2.3.1 廣告設計中文字的功能劃分 ············30
2.3.2 廣告中的文字設計原則 ····················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 色彩在廣告設計中的作用 ················35
2.4.2 色彩的心理作用在廣告設計中的
運用 ····················································36
2.4.3 基本配色共有的心理效應 ················38
2.4.4 色彩搭配在廣告設計中的運用 ········39
2.5 案例分析——廣告設計的構成要素 ···········47
2.5.1 Renova衛生紙廣告分析 ····················47
2.5.2 聯邦快遞廣告分析 ····························48
2.5.3 SCOTCHGARD（思高潔）清潔劑
廣告分析 ············································48
2.6 作品點評 ·······················································49
2.7 課后實訓 ·······················································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色關系色
相的商業招貼廣告 ····························53
2.7.3 策劃一則配色使用以色相調子為
主的商業招貼廣告 ····························53
第三章 廣告設計的定位、策劃及設
計程序 ·······························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 廣告的設計程序 ···········································76
3.3.1 設計準備 ············································76
3.3.2 設計創意 ············································77
3.3.3 設計表現 ············································78
3.3.4 設計編排 ············································83
3.3.5 審查定稿 ············································84
3.4 案例分析——廣告設計中的策劃與推廣 ···84
3.4.1 Wuttisak Clinc化妝品廣告的策劃
與推廣 ················································84
3.4.2 潘婷防止脫發洗發水廣告的策劃
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 作品點評 ·······················································88
3.6 課后實訓 ·······················································92
3.6.1 策劃一個洗衣粉廣告 ························92
3.6.2 策劃一個口香糖廣告 ························94
第四章 廣告設計的主題與創意 ····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 主題的設定 ········································98
4.1.3 廣告主題的特征 ······························100
4.2 廣告創意的來源與突破 ·····························102
4.2.1 創意來源于生活 ······························102
4.2.2 創意來源于文化的積淀 ··················104
4.2.3 創意來源于實踐 ······························105
4.3 廣告創意的表現形式 ·································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 強調法 ············································115
4.3.11 情感表現法 ····································116
4.3.12 偶像表現法 ····································117
4.3.13 系列表現法 ····································119
4.3.14 懸念安排法 ····································120
4.4 案例分析——廣告設計中的創意設計 ·····121
4.4.1 奧迪Audi Q7汽車全球定位系統
GPS廣告創意分析 ···························121
4.4.2 Pantogar生發產品的宣傳廣告創意
分析 ··················································122
4.4.3 BKK GRILL燒烤店的宣傳廣店創
意分析 ···············································122
4.4.4 Dermagraphic紋身店的宣傳廣告創
意分析 ···············································123
4.5 作品點評 ·····················································123
4.6 課后實訓 ·····················································126
4.6.1 策劃一個汽車廣告方案 ··················126
4.6.2 策劃一個沐浴露廣告方案 ··············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值 ··············130
5.1.2 有利于廣告信息的迅速傳達 ··········131
5.1.3 加深企業及品牌印象的留存 ··········132
5.2 廣告版面設計遵循法則 ·····························134
5.2.1 突出主題 ··········································134
5.2.2 內容與形式表現統一，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 廣告版面設計的編排方法 ·························141
5.3.1 單純化 ··············································141
5.3.2 簡化標題制作 ··································142
5.3.3 適當地使用色彩，避免花哨之感 ···143
5.3.4 注意保持版面相對的均衡感 ··········145
5.3.5 講求版面編排設計中的空白處理 ···146
5.3.6 著力強調版面的訴求重點 ··············147
5.3.7 注意編排中錯覺的運用 ··················149
5.3.8 創造一定的節奏感與韻律感 ··········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 強調上下左右的編排 ······················156
5.4.10 重復編排 ········································156
5.4.11 并置編排 ········································158
5.4.12 包圍編排 ········································159
5.5 案例分析——廣告設計中的編排設計 ·····159
5.5.1 MINI汽車廣告編排設計分析 ·········159
5.5.2 哈根達斯食品類廣告的編排設計
分析 ··················································160
5.5.3 兒童鈣片廣告編排設計分析 ··········161
5.5.4 水果面膜廣告編排設計分析 ··········161
5.5.5 Arcelik大容量冰箱廣告編排設計
分析 ···················································161
5.6 設計點評 ·····················································162
5.7 課后實訓 ·····················································165
5.7.1 策劃一個公益類廣告 ······················165
5.7.2 策劃一個汽車類的廣告 ··················165
第六章 廣告的媒介運用與設計 ····179
6.1 招貼廣告 ·····················································168
6.1.1 招貼廣告的特征 ······························168
6.1.2 招貼廣告的設計法則 ······················170
6.1.3 招貼廣告的設計要素 ······················172
6.2 報紙廣告 ·····················································174
6.2.1 報紙廣告的特點 ······························175
6.2.2 報紙廣告的優勢及局限性 ··············175
6.2.3 報紙廣告的設計原則 ······················177
6.3 雜志廣告 ·····················································179
6.3.1 雜志廣告的特征 ······························179
6.3.2 雜志廣告的優勢及局限性 ··············179
6.3.3 雜志廣告的設計要點 ······················182
6.4 案例分析——招貼廣告、報紙廣告、
雜志廣告 ·····················································183
6.4.1 保護動物的公益廣告招貼分析 ······183
6.4.2 Red-Logistics搬家服務招貼廣告
分析 ···················································184
6.4.3 麥當勞報紙廣告分析 ······················185
6.4.4 救助癌癥家庭的公益雜志廣告
分析 ···················································185
6.5 作品點評 ·····················································186
6.6 課后實訓 ·····················································188
6.6.1 策劃一個反對皮草公益招貼廣告 ··188
6.6.2 策劃一個酒水的招貼廣告 ··············189
6.7 直郵廣告 ·····················································189
6.7.1 直郵廣告的傳播方式 ······················190
6.7.2 直郵廣告的優點及局限性 ··············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 戶外廣告設計的要點 ······················199
6.9 網絡廣告 ·····················································201
6.9.1 網絡廣告的特征 ······························201
6.9.2 網絡廣告設計的技巧 ······················204
6.10 電視廣告 ···················································205
6.10.1 電視廣告特點 ································205
6.10.2 電視廣告表現手法 ························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 作品點評 ···················································212
6.13 課后實訓 ···················································215
6.13.1 策劃一個直郵廣告——日歷 ········215
6.13.2 策劃一個公益性的戶外廣告 ········216
參考文獻 ········································218

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