论文部分内容阅读
消费社会的来临改变着人们的生活方式,也影响着人们的价值观念,其中电视广告与传播消费文化有着相当紧密的联系。通过提高产品形象使消费者与品牌产生新的价值认同,产品形象已经成为产品特别是快速消费类产品创新的主要方面和手段。文章通过对农夫山泉东方树叶系列茶饮料电视广告乃至产品形象的分析,讨论了在消费社会背景下新产品研发中的新价值创造,产品新价值如何体现在产品形象之中,以期对快速消费品产品形象设计产生启发。
The advent of a consumer society changes people’s way of life, but also affects people’s values. Television advertising has a very close connection with the spread of consumer culture. By improving the product image so that consumers and brand new value recognition, product image has become the product, especially fast-moving consumer product innovation, the main aspects and means. Through the analysis of Nongfu Spring’s oriental leaves series of tea drinks, TV advertisements and even product images, this article discusses the creation of new value in the research and development of new products in the context of consumer society and how the new value of products is reflected in the product image in the hope of improving the quality of FMCG products Image design inspired.