目 录
车体广告创意探究
摘要：车身广告以流动的媒介形式，广告传播范围广，接触消费者频率高，广告千人成本低等特点，具有独特媒体优势，存在巨大发展潜力。随着车体广告市场迅速发展，满足商业服务的同时，在车体广告创意方面存在着广告形式单一，视觉混乱，信息量超载等与城市环境不协调的现象，导致广告信息传递流失，影响车体广告的健康发展。本文以车体广告创意为研究对象，对车体广告创意的发展现状进行研究。对车体广告创意存在消极问题进行原因分析，并从关注表现内涵和社会效益入手，探索车体广告创意的发展对策，以达到更好的实现广告信息传递能力的同时具备美观的功能，引导车体广告向健康方向发展。
关键词：车体广告；创意；视觉；消费者
Explore the creative of vehicle advertising
Abstract: The advertisement on the car bodywork fills in the deficiency of outdoor one. It has the following advantage, widely spread frequently contacting with the consumer, and low cost, more unique and developmental and has a lot of developing chances. With the rapid development of body advertising market, and meet business services, it causes lots of bad effects, just as single forms of advertising, disordered vision, heavy information.. These phenomena are incongruous with the urban environment, lead to the loss of advertising information breathing, and affecting the healthy development of the vehicle advertising. This paper researches on the creative of vehicle advertising, and the present development situation of the vehicle advertising creative. This paper analyses the cause of negative problems, which exist on the creative of vehicle advertising. From a focus on the performance of connotation and social benefits, explore the creative of vehicle advertising of countermeasures, in order to achieve better implementation of the advertising information transmission capacity, has beautiful features, and guide a healthy development.
Key words: Vehicle advertising; Creative; Vision; Consumer
