大众消费时代的内衣广告研究

目的 大众消费时代，受众的消费观念和审美追求都产生了很大变化。在对内衣广告营销现状及创意特征的分析中，力求实现集思想性、艺术性、观赏性于一身，实现现代审美的多维统一，为常规以内衣模特为主导的广告创作形式增添新意。方法 通过文献分析法、案例分析法、总结归纳法等研究方法，以大众消费时代的高速传播为契机，以内衣广告的独特创意为出发点。依据目前内衣广告设计中存在的弊端以及发展趋势，探索内衣广告的创作理念和表现方法，归纳、提炼内衣广告的创意策略。结论 中西广告文化的差异性和内衣产品本身的特殊性，要求广告创作者探索能够结合自然元素、人文情怀、新媒体科技等大众消费时代的多种优势要素进行内衣广告创作。内衣广告创意和营销技巧的提升，不仅可以提高品牌的知名度和美誉度，更能够促进广告业的健康有序发展。

Underwear Advertising in the Era of Mass Consumption

In the era of mass consumption, great changes have taken place in the consumption concept and aesthetic pursuit of the audience. In the analysis on the current situation and creative characteristics of underwear advertising mar-keting, the work aims to try to realize the creativity integrated with ideological level, artistry and ornamental value of underwear advertising, so as to realize the multidimensional unity of modern aesthetics, and add new ideas to the conventional form of advertising creation dominated by underwear models. Through literature analysis, case analysis, summing up and other research methods, with the high-speed transmission of the mass consumption era as a turning point and the unique originality of the underwear advertising as the starting point, according to the existing defects in the design of current underwear advertising and the development trend, the creative ideas and expression methods of underwear advertising were explored, and the creative strategies of underwear advertising were summarized and refined. The difference of the Chinese and Western advertising cultures and the particularity of the underwear products require the advertising creators to explore the underwear advertising creation which can combine natural elements, humanistic feelings, new media technology and other advantages of the mass consumption era. The promotion of underwear advertising creativity and marketing skills can not only enhance brand awareness and reputation, but also promote the healthy and orderly development of advertising industry.