外文翻译-城市品牌

1、City Graphics Isomorphism in Brand Image AdvertisingBarnett（University of Birmingham，Birmingham132022，Britain）Abstract：It analyzed the value of graphic originality in brand image advertising. Combined with design examples ofthe brand image advertisement, it discussed the several types of brand image

2、 advertising graphic. From the cognitivepsychology, it talked over the essence of graphic creation, which was the questions that existed in the form of graphicisomorphism, and analyzed the content of graphic creation, which was manufacturing the graphic isomorphism, andexpounded the significance of

3、manufacturing graphic isomorphism. Based on this, it put forward it was a importantmethod that the isomorphism between graphics internal structure and graphics and environment, and pointed out the mainpoints of the selection of typical material.Key words：brand image；advertisement；graphics isomorphis

4、m Graphical symbol and make it become one of the main language of brand image advertising. The merits of graphic design related work. Creative graphics brand image advertising can make specific brand association, to create a strong visual impact and appeal for advertising. Creative graphics brand im

5、age advertising should make full use of brand visual symbols to represent the brand image, graphics creative based on visual performance.1.Types of brand image advertising graphics One or more visual symbol of brand image advertising graphics can be included in the brand. The overall combination of

6、brand trademark, enterprise name and logo and the word standard, standard color, product packaging and other visual symbols of the elements and interrelated constitute the physical meaning of the brand exists. Brand advertising design graphics in general and brand association has certain correlation

7、. Brand advertising graphics including: logo, graphic, product packaging graphics, other brand association graph etc.1.1The main brand advertising design to graphic symbol forMark is one of the most important brand image advertising in the memory, is Punchline advertising promotion, make the brand m

8、ore eye-catching. Brand advertising is always indispensable symbol figure. Mark is the representative of the nature and characteristics of the enterprise symbol, its brand image as the incarnation, to enable consumers to quickly understand the source of product, convenient for advertising and consum

9、ers memory. Signs of condensation of the enterprise, consumer products, information, the universe of 1,000,000,000 universes into confusion, can cause the consumers brand association, help consumers of information input and output resolution brand products, convenient to make purchasing decisions. M

10、ark the center, makes the sign clearly and directly into the line of sight of people, the prominent symbol directly to spread the brand image of the target. The logo graphic comparison, this way has the thought jumping, suitable for long as consumers are familiar with the brand, brand awareness and

11、loyalty. As Audi brand advertising More of quality, in the city of Victoria on the right Audi logo and separate filling a ring, not only highlights the logo image and highlight the theme.1.2The main brand advertising design product graphics forBrand image of the product can be directly, it is the su

12、bstance carrier brand existence and existence, can increase the sense of reality and the advertising persuasiveness in advertising visual performance. Brand image to convey the product specific and detailed information to consumers, let consumers quickly and understand the brand products in detail,

13、quickly familiar with the brand, the formation of specific impression. The image of brand products as the main pattern, can be arranged in the picture mark corner, this design accords with peoples appreciation habit. Such as a HP printer brand image advertising.1.3The main brand advertising design p

14、roduct packaging graphics for thePackaging graphics is the visual symbol of brand image, but also the main brand association of one thing, can cause a strong brand association. The main Coca-Cola, Absolut Vodka brand has been used packaging as a brand image advertising. As Shuijingfang brand adverti

15、sing in the packaging as a symbol, the formation of a strong brand association.1.4Subject to other brand association for brand advertising designAs shown in the brand the origin of a product or ethnic characteristics of the graphics, highlight the brand, user image graphics, brand spokesperson image

16、, brand association etc. The brand association as the main body of graphic design reflects the creative thinking of the strong divergence and flexibility. As the PEPSI brand image advertising.Analysis of cognitive psychology brand image advertisement graph creativityBrand image advertising graphic c

17、reation is a kind of advanced thinking, or creative thinking activity, is in question in the form of graph isomorphism. Graphic designers will create is a problem through the graph isomorphism problem dependent left the audience, audience interpretation of the graphics, the answer lies in the brand

18、image. Understanding and solving process problems by enlightenment thought, and form their own understanding, this is the audience wants, because the audience does not want to passively accept. The answer is not necessarily unique, each person may have different understanding and different views to

19、answer, in the process of mobilizing the positive thinking of the audience, so as to construct a new significance in the course of establishing graphics in tension. And the audience can enrich, build or transform their graphics awareness of the world.Creative graphics should be limitations on someth

20、ing to challenge or problem, brand image building in that overcome the limitations. In the graphic tension exists in opposition of a homogeneous - the question and answer, this opposition is more intense, more sharp, more strong graphic tension. The key creative graphics in question (Figure), and th

21、e answer (brand) to help solve the problem. Logical thinking is the reason among this audience, nervous, excited. Graphic logic is be both opposite and complementary,the graph isomorphism is in contradiction with reality, the more able to stimulate peoples interest, causes the people to answer inten

22、se attention.The problem is to set suspense. No suspense story is boring, the same graphic design, no suspense is pale. The suspense and problems. Can be put forward from two aspects of positive and negative. Positive questions, questions can be how to?. As the third students advertising art contest

23、 first prize winning works Nescafe Coffee topic passion release, through the Coffee in passion dancing image presents how to have the passion, and the answer is in Nescafe Coffee in. Anti.face questions, problems can be how to avoid?. If the same third students advertising art contest first prize Ne

24、scafe Coffee topic works starting the day with, dozing driving commuters image and Nescafe Coffee cup Coffee hand filling action put forward how to avoid drowsiness problem.This problem should be practical and instructive, illuminating graphics easier to arouse peoples nerve excitability. It is impo

25、rtant to let the audience with doubt, to announced the answer to the question in the experience inspired and excited, that is the close relation between the theme and brand image. In fact, the audience to understand the graphics, must through the thought away in thinking, resonates in the road with

26、the designers mental. Inspiration is reflected in the Theres no making without breaking. It cannot be established without breaking existing fixed thinking.on new thinking structure. Here the broken is the meaning of the breakthrough collision, breaking the legislation is the premise, in the thinking

27、 logic of the breakthrough is bound to bring a breakthrough in form, but the pattern was set up in the new breakthrough. The enlightening questions and create the graph isomorphism is the important content of graphic creation, its meaning can be summarized as the following 3 aspects.Organic extended

28、 graphics significance. Brand advertising will be two or two or more similar or not similar graphic material using logical thinking to achieve isomorphism, will increase the graphic itself. This includes each of the graphic and not limited to each graph. The association, seemingly unrelated figures

29、show the creative thinking flexibility. On the surface patterns increase, in addition to create a new image of graphic design can make the graphic itself to expand, but the addition should not be the simple superposition, but an organic combination, in order to put forward a new problem or provide a

30、 new solution. Organic extended graphics significance should also keep graphics harmony and beauty.The significance of graphic jumping change. A graphic appears in different situation, meaning it can be totally different. With the background of the surrounding environment, its meaning can skip the c

31、hange. Conversion can use the meaning of space, to achieve the creative by surprise. This is a homogeneous phenomenon. Polysemant is a highly refined, to create a rich connotation, Lenovo and inspirational image, so that the viewer from the limited screen adorable give birth to multiple association,

32、 feel the re creation of the pleasure in the enlightenment, and the information will be stored in the memory deep place. Graphics must have the aid of Lenovo has significance. Lenovo is to convey the information of opportunity, make the dim consciousness became clear image, make ordinary things radi

33、ate magic, can produce a strong visual impact and lasting. The shape of objects based on association between, such as contour, texture, shape, size, color and so on have in common, is the common experience and memory induced by lead people to proceed from the one to the other, lenovo. A homogeneous

34、graphs often play a symbolic role, it has become the symbol of certain things, as a symbol, reveal the true intention of designers in graphic form.Subversion of graphic logic thinking mode. The graph isomorphism is not limited to the replacement. Innovative means, to break the previous way of thinki

35、ng, with innovative ideas advanced, explore the national culture and foreign culture, reflecting life, age, social, increasing profundity, flexibility, divergent and jumping thinking, the designers of the human history and culture and life the reality of the active and creative thinking embodied in

36、the brand advertising works, make the work alive.The graph isomorphism brand image in advertisingBrand advertising design graphic creativity comes from peoples cognitive conflict. Conflict and variations of wonderful visual impulse, is the best means to break the perceptual thinking. Graphic creativ

37、ity is mainly manifested in the graph isomorphism, the conflict between cognitive conflict or graphics and background obviously the graphics of its structure.The isomorphism between internal structure pattern, cause people to think about the meaning of graphic, increased on the brand image of the me

38、mory in the solution of cognitive conflict, has greatly enriched the graphics performance. BIGLYSE refrigerator ad, dont let the refrigerator odor, to express the abstract concept of odor through the graph isomorphism. In this figure had different biological organs into isomorphic phenomenon in a bi

39、ological. Pear and fish eyes, fins and physical organic sea lions together, seeIt is full of cognitive conflict. Advertising represents the fruits with pear, local fish and sea lion representing seafood, expand the single pattern refers to the scope, created a neither pear is not fish or sea lions,

40、but with fish and pear new biological. Piecing together the brand image in the advertisement graph isomorphism not graphics, but the theme as the guide, a logic based creative recombination.It should be noted that the significance of graphic change not only the shape change, but a qualitative change

41、, which is from one thing to another different things, if there is no gradual process, but also for no apparent reason, so this change is jumping, can be said to be based on the original meaning as the background mutation.The typical material is a key step of graphic innovation. Brand advertising de

42、sign, choice range of graphics is very wide, in order to effectively convey the brand image, the need to pay attention to two points. One is to choose the graphics should be the most accurate expression of the brand image of the appeal. Use props, typical scenario, the replacement and filling graphi

43、cs, graphics, separation and paragenesis paradox, mixed dimensional graphics creation methods, some outstanding creative graphics, such as up and down Escher, Fukuda Shigeruos Anti WarPosters, can also be used for transplantation, biomimetic method, combination method, Osborn method, check the directory creation techniques