一、商业橱窗广告陈列的概念商业橱窗广告是在销售现场的一种立体广告。对于产家而言,橱窗是电视。报刊等媒体之外的又一种媒介。而现代商业广告均有招揽顾客之功能,零售商店的橱窗是通过设计师的创意构思、陈列布置,使商品的性能、特色、品种直接展现在潜在的消费者面前,使消费者对商品产生兴趣和依赖感,并萌发购买动机。于是进店完成购买行为,橱窗广告使看客变成了顾客。或许有人认为“橱窗广告陈列”就是“让商品看起来更美观、更吸引人、更有价值”。也有人认为:“让商店装饰更有气氛和情调”。这些想法都没有错,但这只是对“橱窗广告”所呈现的现象做了感性的描述罢了。假如我们不只停留在这些表象的描述上,通过进一步思考,就会发现,商店的橱窗广告是用来吸引顾客,扩大销售的一种促销方式。因而,必须明确橱窗陈列的主要目的就是为了促进商品的销售,装饰和美化必须有助于商品特性的展示,表现。那些注重装饰,忽略商品,喧宾夺主的陈列方法是应当避免的。 First, the concept of commercial window advertising display Commercial window advertising is a three-dimensional advertising at the sales site. For the producer, the window is television. Newspapers and other media outside yet another medium. Modern commercial advertisements all have the function of attracting customers. The windows of retail stores are designed by designers with creative ideas and display layouts so that the performance, characteristics and varieties of the products can be directly displayed to the potential consumers so that consumers are interested in the products And dependence, and germination of buying motivation. So into the store to complete the purchase behavior, the window advertisement makes the visitor into a customer. Some people think that “the window display” is “make the product look more beautiful, more attractive, more valuable.” Some people think: “let the shop decoration more atmosphere and mood.” There is nothing wrong with these ideas, but this is just a sentimentual description of what the “window ad” shows. If we do not just stay in the description of these appearances, through further reflection, we will find that the store’s window advertisements are used to attract customers to expand sales of a promotion. Therefore, it must be clear the main purpose of the display window is to promote the sale of goods, decoration and landscaping must help the display of goods characteristics, performance. Those who focus on decoration, neglect of goods, distracting display methods should be avoided.