基于自我未来主义的VENTI珠宝广告摄影设计

发布时间：2018-01-04 13:04

本文关键词：基于自我未来主义的VENTI珠宝广告摄影设计　出处：《浙江理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：本次设计的主题是“爱上V-life”珠宝广告摄影及应用设计。针对偏向于80、90后的年轻消费群体,为VENTI(梵迪)珠宝新系列——“V-life”拍摄一套10幅符合梵迪“自由、自信、自我”的品牌定位的自我未来主义风格的广告摄影作品,并将其应用于新品发布会的若干物料设计中。以此提升品牌形象,实现品牌推广,同时推动自我未来主义在新领域的发展。市场调研报告。根据本设计突出体现品牌创意轻奢形象的要求,对VENTI珠宝以及国内外有关珠宝广告摄影应用设计,采用问卷调查、资料查阅、个人访谈等方法相结合,重点研究VENTI珠宝和其他各大珠宝品牌以及他们的广告摄影风格、表达特点和应用方式。发现VENTI珠宝广告摄影及应用领域存在的创新性风格化不足、故事表现差异性不足、无法很好的兼顾商业性和艺术性等问题,并提出了追求个性化、人情化、多元化和艺术化的发展新需求,使本次新的创作理念得到一定的启发,寻求到一些灵感来源,并且提炼出本次自我未来主义的设计主题。文献研究报告。根据市场需求分析,对提炼出的自我未来主义风格相关文献理论进行研究。通过翻阅大量书籍、文献进行梳理,主要研究分析未来主义作为一股社会思潮的兴起、在艺术领域和生活产业领域的发展,自我未来主义的文学思想,当代未来主义风格在艺术领域应用中体现的自我特征,总结出自我未来主义作为一种风格的艺术特征,提炼出在广告摄影上的视觉表达形式,为后期珠宝广告摄影的自我未来主义风格表现提供创作方法的指导。设计过程报告。根据对市场需求的把握和对自我未来主义的研究,设计一套四组题为“爱上V-life”的珠宝广告摄影作品。从VENTI梵迪珠宝注重女性内心体验的品牌理念为入口,拍摄分为自由不羁的自我、狂野叛逆的自我、坚强无畏的自我和自信高傲的自我四组。以科技感为主调,这也正是未来主义的核心所在。VENTI象征“自由、自信、自我”,由此我设想将珠宝非一般常规化的佩戴于身上来体现“自由”,比如手镯佩戴于耳上,项圈置于胸前等方式,比起正常佩戴,更展现了VENTI无拘无束的个性创意。通过前期未来主义元素的提取,中期组织模特拍摄,后期合成统一的画面风格,体现“爱上V-life”蕴含的爱上未来就是爱上自己的寓意,并进行记录和总结。从而完成十幅摄影作品,再策划一场“V-life”系列新品发布会,将摄影作品应用于海报、H5邀请函、发布会签名墙、现场效果图、臂贴等所需物料设计之上。针对符合80、90后年轻消费群体的珠宝市场需求为导向,以自我未来主义理论为指导。设计创意以未来女战士、释放天性的女青年等形象加之非一般常规化的佩戴来表现自我未来感,突出VENTI珠宝天马行空、无拘无束的产品创意,和品牌理念中所诠释的——“不求拥有多少,而是拥有自己”的特色优势,以此提升品牌形象,实现品牌推广。
[Abstract]:The theme of this design is "falling in love with V-life" jewelry advertising photography and application design. Shoot a set of 10 self-futuristic advertising photography works in line with the brand orientation of "freedom, self-confidence, self" for the new series of Venti Jewelry-"V-life". And it will be applied to a number of new product launch material design, in order to improve the brand image, achieve brand promotion. At the same time promote the development of self-futurism in the new field. Market research report. According to this design highlight the brand creative light luxury image requirements. VENTI jewelry and the domestic and foreign jewelry advertising photography design, the use of questionnaires, data access, personal interviews and other methods combined. Focus on VENTI jewelry and other major jewelry brands and their advertising photography style. VENTI jewelry advertising photography and application field of innovative lack of stylization, story performance difference is not enough, can not be a good balance between commercial and artistic issues. And put forward the pursuit of individualization, humanization, diversification and artistic development of the new needs, so that this new creative ideas to a certain extent, to find some sources of inspiration. And extract the design theme of self-futurism. Literature research report. According to the market demand analysis, the self-futuristic style related literature theory is studied. Through reading a large number of books. Literature combing, the main research and analysis of futurism as a social trend of thought, the development in the field of art and life industry, self-futuristic literary thought. Contemporary futuristic style in the field of art reflected in the self-characteristics, summed up from the futurism as a style of art features, extract the form of visual expression in advertising photography. To provide guidance for the self-futuristic style of later jewellery advertising photography. Design process report. Based on the grasp of market demand and self-futurism research. Design a set of four groups of jewelry advertising photography entitled "falling in love with V-life". From the brand concept of VENTI Van di Jewelry focusing on women's inner experience as the entrance, photography is divided into free and uninhibited self. The four groups of wild and rebellious self, strong and fearless self and confident and arrogant self. With science and technology as the main tone, this is the core of futurism. VENTI symbolizes "freedom, self-confidence, self." As a result, I envision unconventional jewelry wearing on the body to reflect "freedom", such as bracelets on the ear, collar in front of the chest and so on, than normal wear. Through the extraction of futuristic elements in the early stage, the organization of model shooting in the middle, the later synthesis of a unified picture style. "fall in love with V-life" implies falling in love with the future is to fall in love with their own moral, and to record and summarize, so as to complete ten photographic works, and plan a "V-life" series of new product press conference. The photography works will be applied to the poster H5 invitation letter, the signing wall of the press conference, the scene effect picture, the arm sticker and so on material design. Aiming at meeting the demand of the 80,90 young consumer group in jewelry market. Guided by the theory of self-futurism, the design creativity to the future female soldiers, the release of the nature of female youth and other images combined with non-conventional wear to express the sense of self-futurism, highlight the VENTI jewelry. Free product creativity, and brand concept interpretation-"do not want to have much, but have their own" characteristic advantage, in order to enhance the brand image, achieve brand promotion.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J412.9

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