摘要
从视觉传达设计和品牌学的角度客观地陈述了香烟包装的内涵,又从包装的质地及外观两个层面上分析了香烟包装的表现形态,引出异性香烟包装将会成为未来香烟包装设计的主流,但因对包装所用印刷机器要求和费用较高,所以在一定时期内还不会被广大受众所接纳。最后通过对"万宝路"和"黄鹤楼"两种香烟品牌进行举例论述了中外品牌广告对香烟包装产生的主要影响。
From the visual communication design and brand theory, it objectively described the connotation of cigarette packaging, then from the packaging of the texture and appearance on two aspects, it analyzed the cigarette packaging forms, leading sex cigarette packaging will become the next cigarette packing design mainstream but due to the packaging printing machines and the higher cost, so in a certain period of time will not be accepted by the majority of the audience. By the end of the ＂Marlboro＂ and ＂Yellow Crane Tower＂ two kinds of cigarette brand for example, it discussed the main effects of Chinese and foreign brand advertising on cigarette packaging.
出处
《包装工程》
CAS
CSCD
北大核心
2012年第20期129-132,共4页
Packaging Engineering
关键词
香烟
香烟包装
品牌销售
品牌广告
cigarette
cigarette packaging
brand marketing
brand advertisement
