广告教学与设计

工学结合理念——涵盖“广告设计”课程的基本知识点和技能点，将理论知识与设计实践完美结合

新思维新方法——以新鲜和切合学生实际为出发点，以基础知识、实例分析、作品点评及课后实训打造完整教学体系

案例带动教学——近400个国内外获奖及优秀广告作品欣赏，拓展设计视野，感知广告设计的艺术性与商业性

新视野新突破——围绕广告设计流程，挖掘学生的逻辑思维能力、想象能力、洞察能力，培养多元化思维方式

如今广告信息可谓无处不在、无孔不入，甚至有人说我们呼吸的空气是由氮气、氧气和广告所组成。早在1917年，英国小说家诺曼•道格拉斯（Norman Douglas）就曾断言过广告在全球的蓬勃发展。他说：“通过广告你可以发现一个国家的理想”。当时，广播和电视尚未出现。今天随着因特网和各种各样的在线数据库服务的问世，个人及团体可以在瞬间将广告讯息传递给世界上成千上万的人。广告正在经历历史性的巨变——从买方独断的一言堂变成买卖双方完全民主的对话。突然间，每一个人都有了发言权。这使得今天学习广告比以往任何时候都更加重要。特别是对艺术专业的学生，可以在这个最富有生命力的产业去挥洒自已的创意。

本书章节内容包含基础知识、实例分析、作品点评及课后实训，环节紧凑，塑造了一个完整的教学体系。为了使学生对广告设计理论知识深入理解，在每一章中的每一个知识点下面都配有具有代表性的优秀的广告作品。我们以新鲜和切合学生实际为出发点，选用了近千张优秀的广告作品为艺术专业、平面设计专业的学生了解广告界最优秀的作品提供了宝贵的指导。更主要的是，通过对广告案例进行分析，优秀作品进行点评，能够挖掘学生的逻辑思维能力、想象能力、洞察能力，并培养学生多元化的思维方式。

本书由多名在高校从事艺术设计教学的一线教师与实践经验丰富的设计师共同编写。全书由李凯策划及统稿，李凯担任主编，王静、王荣国、崔贺担任副主编。具体分工为：第一章由王荣国编写，第二章及3.1节由刘浩然编写，第四章及3.2节由崔贺编写，第五章及3.3节由王静编写，第六章及3.4节、3.5节、3.6节由李凯编写。耿晓蕾、曹丽、栗翠也参加了部内容的编写。

本书在写作过程中难免出现错误与疏漏。为使本书更加完美与专业，我们衷心希望接触到本书的教师与学生、专家与学者给予批评指正，以便今后修订完善。

编者

2010年10月

前言
第一章 广告设计概述 ······················1
1.1 广告的概念 ·····················································2
1.2 广告发展简史 ·················································3
1.2.1 广告的发展历程 ··································3
1.2.2 中国广告的发展过程及风格 ··············4
1.2.3 未来中国广告业的发展趋势 ··············6
1.3 广告设计的使命 ·············································8
1.4 广告设计师应具备的基本素质 ···················10
1.4.1 基本素质 ············································10
1.4.2 如何提高广告人的素质 ····················11
1.5 案例分析——广告设计的使命 ··················12
1.5.1 东芝液晶电视杂志广告分析 ············12
1.5.2 家乐福打折招贴广告分析 ················13
1.5.3 英伦品牌Wonderbra魔术胸罩的户
外广告分析 ········································14
1.5.4 SONY耳机招贴广告分析 ·················14
1.6 作品点评 ·······················································15
1.7 课后实训 ·······················································19
1.7.1 策划一个快递公司广告 ····················19
1.7.2 策划一个牙线广告 ····························20
第二章 广告设计的基本原理 ·········23
2.1 广告图形 ·······················································24
2.1.1 广告图形的内容 ································24
2.1.2 广告图形的类型 ································25
2.2 广告标志 ·······················································29
2.3 广告文字 ·······················································30
2.3.1 广告设计中文字的功能划分 ············30
2.3.2 广告中的文字设计原则 ····················32
2.3.3 广告中文字的排列与组合 ················33
2.4 广告色彩 ·······················································35
2.4.1 色彩在广告设计中的作用 ················35
2.4.2 色彩的心理作用在广告设计中的
运用 ····················································36
2.4.3 基本配色共有的心理效应 ················38
2.4.4 色彩搭配在广告设计中的运用 ········39
2.5 案例分析——广告设计的构成要素 ···········47
2.5.1 Renova卫生纸广告分析 ····················47
2.5.2 联邦快递广告分析 ····························48
2.5.3 SCOTCHGARD（思高洁）清洁剂
广告分析 ············································48
2.6 作品点评 ·······················································49
2.7 课后实训 ·······················································52
2.7.1 策划一则配色上以彩度为主的食品
广告 ····················································52
2.7.2 策划一则配色上使用补色关系色
相的商业招贴广告 ····························53
2.7.3 策划一则配色使用以色相调子为
主的商业招贴广告 ····························53
第三章 广告设计的定位、策划及设
计程序 ·······························67
3.1 广告的定位 ···················································56
3.1.1 什么是“定位” ································56
3.1.2 广告定位的意义 ································59
3.2 广告策划 ·······················································62
3.2.1 广告策划的程序 ································62
3.2.2 广告策划的方法 ································63
3.3 广告的设计程序 ···········································76
3.3.1 设计准备 ············································76
3.3.2 设计创意 ············································77
3.3.3 设计表现 ············································78
3.3.4 设计编排 ············································83
3.3.5 审查定稿 ············································84
3.4 案例分析——广告设计中的策划与推广 ···84
3.4.1 Wuttisak Clinc化妆品广告的策划
与推广 ················································84
3.4.2 潘婷防止脱发洗发水广告的策划
与推广 ················································85
3.4.3 KARANA TRAVELGEAR睡袋广
告的策划与推广 ································86
3.4.4 印度ALLEN SOLLY艾伦索利服
饰广告的策划与推广 ·······················87
3.5 作品点评 ·······················································88
3.6 课后实训 ·······················································92
3.6.1 策划一个洗衣粉广告 ························92
3.6.2 策划一个口香糖广告 ························94
第四章 广告设计的主题与创意 ····107
4.1 广告的主题 ···················································96
4.1.1 广告主题的基本要素 ························96
4.1.2 主题的设定 ········································98
4.1.3 广告主题的特征 ······························100
4.2 广告创意的来源与突破 ·····························102
4.2.1 创意来源于生活 ······························102
4.2.2 创意来源于文化的积淀 ··················104
4.2.3 创意来源于实践 ······························105
4.3 广告创意的表现形式 ·································106
4.3.1 展示法 ··············································106
4.3.2 突出特征法 ······································108
4.3.3 对比法 ··············································109
4.3.4 夸张法 ··············································109
4.3.5 以小见大法 ······································110
4.3.6 联想法 ··············································111
4.3.7 诙谐幽默法 ······································112
4.3.8 比喻法 ··············································112
4.3.9 置换法 ··············································114
4.3.10 强调法 ············································115
4.3.11 情感表现法 ····································116
4.3.12 偶像表现法 ····································117
4.3.13 系列表现法 ····································119
4.3.14 悬念安排法 ····································120
4.4 案例分析——广告设计中的创意设计 ·····121
4.4.1 奥迪Audi Q7汽车全球定位系统
GPS广告创意分析 ···························121
4.4.2 Pantogar生发产品的宣传广告创意
分析 ··················································122
4.4.3 BKK GRILL烧烤店的宣传广店创
意分析 ···············································122
4.4.4 Dermagraphic纹身店的宣传广告创
意分析 ···············································123
4.5 作品点评 ·····················································123
4.6 课后实训 ·····················································126
4.6.1 策划一个汽车广告方案 ··················126
4.6.2 策划一个沐浴露广告方案 ··············128
第五章 广告的版面编排 ···············141
5.1 广告版面编排的目的 ·································130
5.1.1 提高广告版面的注意价值 ··············130
5.1.2 有利于广告信息的迅速传达 ··········131
5.1.3 加深企业及品牌印象的留存 ··········132
5.2 广告版面设计遵循法则 ·····························134
5.2.1 突出主题 ··········································134
5.2.2 内容与形式表现统一，井然有序 ··135
5.2.3 注重视觉流程 ··································136
5.2.4 注重整体的对比因素 ······················137
5.2.5 注意提高广告文案的可读性 ··········140
5.3 广告版面设计的编排方法 ·························141
5.3.1 单纯化 ··············································141
5.3.2 简化标题制作 ··································142
5.3.3 适当地使用色彩，避免花哨之感 ···143
5.3.4 注意保持版面相对的均衡感 ··········145
5.3.5 讲求版面编排设计中的空白处理 ···146
5.3.6 着力强调版面的诉求重点 ··············147
5.3.7 注意编排中错觉的运用 ··················149
5.3.8 创造一定的节奏感与韵律感 ··········149
5.4 广告版面编排的基本形式 ·························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 螺旋形编排 ······································153
5.4.5 以中心为重点编排 ··························153
5.4.6 L型的编排 ········································154
5.4.7 U型的编排 ·······································154
5.4.8 三角形的编排 ··································155
5.4.9 强调上下左右的编排 ······················156
5.4.10 重复编排 ········································156
5.4.11 并置编排 ········································158
5.4.12 包围编排 ········································159
5.5 案例分析——广告设计中的编排设计 ·····159
5.5.1 MINI汽车广告编排设计分析 ·········159
5.5.2 哈根达斯食品类广告的编排设计
分析 ··················································160
5.5.3 儿童钙片广告编排设计分析 ··········161
5.5.4 水果面膜广告编排设计分析 ··········161
5.5.5 Arcelik大容量冰箱广告编排设计
分析 ···················································161
5.6 设计点评 ·····················································162
5.7 课后实训 ·····················································165
5.7.1 策划一个公益类广告 ······················165
5.7.2 策划一个汽车类的广告 ··················165
第六章 广告的媒介运用与设计 ····179
6.1 招贴广告 ·····················································168
6.1.1 招贴广告的特征 ······························168
6.1.2 招贴广告的设计法则 ······················170
6.1.3 招贴广告的设计要素 ······················172
6.2 报纸广告 ·····················································174
6.2.1 报纸广告的特点 ······························175
6.2.2 报纸广告的优势及局限性 ··············175
6.2.3 报纸广告的设计原则 ······················177
6.3 杂志广告 ·····················································179
6.3.1 杂志广告的特征 ······························179
6.3.2 杂志广告的优势及局限性 ··············179
6.3.3 杂志广告的设计要点 ······················182
6.4 案例分析——招贴广告、报纸广告、
杂志广告 ·····················································183
6.4.1 保护动物的公益广告招贴分析 ······183
6.4.2 Red-Logistics搬家服务招贴广告
分析 ···················································184
6.4.3 麦当劳报纸广告分析 ······················185
6.4.4 救助癌症家庭的公益杂志广告
分析 ···················································185
6.5 作品点评 ·····················································186
6.6 课后实训 ·····················································188
6.6.1 策划一个反对皮草公益招贴广告 ··188
6.6.2 策划一个酒水的招贴广告 ··············189
6.7 直邮广告 ·····················································189
6.7.1 直邮广告的传播方式 ······················190
6.7.2 直邮广告的优点及局限性 ··············191
6.7.3 直邮广告的类别 ······························192
6.8 户外广告 ·····················································194
6.8.1 户外广告的优势及局限性 ··············195
6.8.2 户外广告的形式 ······························195
6.8.3 户外广告设计的要点 ······················199
6.9 网络广告 ·····················································201
6.9.1 网络广告的特征 ······························201
6.9.2 网络广告设计的技巧 ······················204
6.10 电视广告 ···················································205
6.10.1 电视广告特点 ································205
6.10.2 电视广告表现手法 ························205
6.10.3 电视广告的制作步骤 ····················208
6.11 案例分析——直邮广告、户外广告 ·······209
6.11.1 直邮广告博世割草机台历分析 ····209
6.11.2 丰田普锐斯户外广告分析 ············210
6.11.3 UPS快递公司户外广告分析 ·········210
6.11.4 nycil 痱子粉户外广告分析 ···········210
6.12 作品点评 ···················································212
6.13 课后实训 ···················································215
6.13.1 策划一个直邮广告——日历 ········215
6.13.2 策划一个公益性的户外广告 ········216
参考文献 ········································218

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