“六味安消散”药品flash广告片设计与制作

摘要：随着我国改革开放和社会主义市场经济体制的构建，多媒体广告的兴起和药物超市的普及，居民自主选购药物的需求正在逐渐增加。同时，随着受教育程度、审美水平的普遍提高，居民对药物广告的要求也越来越高。现有的药物广告滞后于消费者作为选购参照的现实需要，很难同时满足介绍全面、简洁明了与情景优美、不落俗套的要求。奥特奇蒙药六位安消散作为相对新起的药物品牌，对居民来说比较陌生。本次设计结合问卷调查、文献研究，并参考了国内外先进设计成果，拟通过现实拍摄与flash动画结合的广告宣传片的形式，以具体直观的多媒体传播方式、吸引大众注意的视觉元素体现六位安消散的产品优势，在消费者之间进行宣传推广，使居民对该药的了解更加深入、完善，从而提高它在药物市场上的普及程度。并藉此对药品广告中多媒体广告宣传片的应用做出探讨，对我国多媒体药品广告设计前景做出进一步展望。49701

毕业论文关键词：药品；广告片；设计；多媒体

Design and Production of Advertisement Film of Liuwei Anxiao San

Abstract: Along with China's Reform and Opening and the construction of Socialist market economic system , and the rise of multimedia advertising and the popularity of drug supermarket, the demand of residents to choose medicine independently is increasing gradually. At the same time, with the improving of the education and aesthetic level , the requirements of residents to drug advertisements become higher and higher. Existing drug advertisements lags behind the realistic need which consumers take as purchase reference .It is difficult for exisiting drug advertisements to satisfy the requirement that to be comprehensive, concise,beautiful and unconventional.As new drug brand,Otaqi Pharmaceutical Liuwei Anxiao San is relatively unfamiliar to residents.This study include questionnaire survey and literature research, and referred to the domestic and foreign advanced design results.The design showed the product advantage of Liuwei Anxiao San by advertisement films combined real shot with flash animation,in a specific and intuitive way of multimedia communication, and by the visual elements to attract public attention.The films may promote Liuwei Anxiao San among consumers so that the residents could understand it more deeply and perfectly, and the extent of its popularity in the drug market could be improved. This study also made a discussion on the application of multimedia advertisement film in drug advertising, and presented further prospects for the design of multimedia drug advertising in China.

Keywords: Drug; Advertisement Film; Design; Multimedia

摘要 i

Abstract i

目录 iii

1 药品广告设计的认识和前景 1

1.1 药品广告设计的认识 1

1.2 国际研究现状与水平 1

1.3 药品广告设计发展前景 1

2 六安消散广告片设计初期准备 2

2.1 设计目的与意义 2

2.2 调研情况 2

2.2.1 针对六安消散的个案研究 2

2.2.2 面向城镇居民的问卷调查 2

2.2.3 观察同类广告 4

2.2.4 研究相关文献 4

2.3 文献综述 “六味安消散”药品flash广告片设计与制作:http://www.youerw.com/yishu/lunwen_52769.html