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当代世界性广告权威、美国现代广告之父大卫·奥格威等同行在70年代将20世纪广告归纳为:50年代是产品广告时代;60年代是印象广告时代,此时开始塑造企业形象;七八十年代将是定位广告时代,这种定位广告开始了CI系统设计。1970年可口可乐公司采取了“方形红色招牌中的白色波浪图形”这一统一识别设计。1971年,日本第一银行和劝业银行合并时,在日本率先导入CI,并创造性地扩大其内涵;到90年代,企业之间的竞争已从单纯产品形象的局部竞争发展到整体性竞争,即企业形象竞争。这种竞争体现了企业外部
The contemporary worldwide advertising authority and the father of American modern advertising David Ogilvy and other colleagues summarized 20th century advertising in the 1970s as the product advertising era in the 50s, and the impression advertising era in the 60s, at which time they began to shape the corporate image. The seventies and eighties will be the era of positioning advertising, this positioning of advertising began CI system design. In 1970, Coca-Cola adopted the unified identification design of “white wave graphics in square red signboards.” In 1971, when Japan’s No. 1 Bank merged with Comtech Bank, it took the lead in introducing CI in Japan and creatively expanded its connotation; by the 1990s, the competition between companies had evolved from the partial competition of pure product image to the overall competition. That is, corporate image competition. This competition reflects the outside of the company