外文翻译_城市品牌.doc

City Graphics Isomorphism in Brand Image AdvertisingBarnett（University of Birmingham，Birmingham，Britain）Abstract：It analyzed the value of graphic originality in brand image advertising. Combined with design examples of the brand image advertisement, it discussed the several types of brand image advertising graphic. From the cognitive psychology, it talked over the essence of graphic creation, which was the questions that existed in the form of graphic isomorphism, and analyzed the content of graphic creation, which was manufacturing the graphic isomorphism, and expounded the significance of manufacturing graphic isomorphism. Based on this, it put forward it was a important method that the isomorphism between graphics internal structure and graphics and environment, and pointed out the main points of the selection of typical material.Key words：brand image；advertisement；graphics isomorphismGraphical 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 image 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 graphicsOne or more visual symbol of brand image advertising graphics can be included in the brand. The overall combination of 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. 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 more 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 consumer's memory. Signs of condensation of the enterprise, consumer products, information, the universe of 1,000,000,000 universes into confusion, can cause the consumer's brand association, help consumers of information input and output resolution brand products, convenient to make purchasing decisions. Mark 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 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 for Brand image of the product can be directly, it is the substance 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, 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 people's appreciation habit. Such as a HP printer brand image advertising. 1.3The main brand advertising design product packaging graphics for the Packaging 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 advertising in the packaging as a symbol, the formation of a strong brand association. 1.4Subject to other brand association for brand advertising design As shown in the brand the origin of a product or ethnic characteristics of the graphics, highlight the brand, user image graphics, brand spokesperson image, 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.2.Analysis of cognitive psychology brand image advertisement graph creativityBrand image advertising graphic creation is a kind of advanced thinking, or creative thinking activity, is in question in the form of graph isomorphism. Graphic designers w。