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  • 學位論文

香奈兒彩妝廣告代言人彩妝魅力之應用設計

Application Design of makeup Charm with Chanel Advertisement Spokerson

指導教授 : 林家旭

摘要


近年,看到很多產品找到廣告代言人後,引起廣大消費者迴響,運用廣告人物的演出,來增加消費者對品牌的印象,進而去購買產品,對於銷售量提升不少,國際時尚品牌「香奈兒」,長久以來都是女性心中美麗與貴婦的代名詞,精緻與高質感的訴求,也為其奠定了無可動搖的品牌地位,因此,對於香奈兒這樣已經有品牌優勢的國際精品而言,擁有一位符合品牌形象的的代言人是非常重要的。試圖由kano二維品質模式分析建構一套「香奈兒春夏彩妝設計之魅力因子」,並應用彩妝設計魅力品質分析之結果,設計出三套春夏整體設計給予參考與建議。本研究結果發現:粉底具有立體感、腮紅狹長型及代言人條件為親和型是彩妝設計的重要元素;而整體色調為暖色調、妝感細緻及細眼線等,如果設計師運用的好,則有加分效果;再者,眼影為假雙型態、唇彩為桃紅色及華麗型的代言人等,並不是設計的重點,可減少使用或與優越元素結合,即可提升顧客滿意度;最後,倒勾型眼影、對比色調、誇張型舞台假睫毛,則不需要太費心思。本研究的價值與貢獻在於提供相關品牌在廣告代言人的選擇上與彩妝設計相關魅力因子的策略制定建議,讓彩妝的設計者在創作過程中能夠完美呈現最適合代言人之造型,以發揮最高的商業利益;再者,可以提供給廣告設計與美容設計等相關科系的學校一套廣告代言人魅力研究方法,以快速提升彩妝設計者對於廣告代言人整體造型設計之敏感度。

並列摘要


Recently, many products have received huge attention after they were promoted by advertising endorsers. It is truly helpful to increase the sales using the performances of the advertising endorsers to impress consumers and then encourage them to purchase the products. For a long time, Channel has been a unique brand term, which represents beauty and women with qualities. It has expressed delicate and high quality, and which has rooted into its unchangeable status. Therefore, it is important for Channel, an international boutique with brand-advantage, to possess an adequate advertising endorser who can represent its brand image. This study intended to analyze and construct a set regarding the charming elements of Channel for spring cosmetic makeup designs. Furthermore, it designed three sets of spring cosmetic designs as references and suggestions by applying the results of the above analysis. The results of this study are the following: first, the important elements of cosmetic design are three-dimensional foundation, slender blush, and benevolent advertising endorsers. Second, if the designer can well use warm colors, elaborate makeup, thin eye liner, the overall effect is better. Third, we can reduce the use of double eye shadow, peach lip color, and glamorous advertising endorsers, or use the above three elements but combine with superior elements, and then the customer satisfaction will increase. Last, it doesn’t need to research inverted-hooked eye shadow, contrasting colors, and exaggerated eyelashes.The value and contribution of this study is to provide suggestions on choosing advertising endorsers and planning cosmetic design strategies which can present the updated styles and make great commercial benefits. Second, this study can provide associated academic departments with the research methods regarding the charms of advertising endorsers, and further, increase the designers’ sensitivity on the overall styling designs towards advertising endorsers.

參考文獻


中文文獻
王文良、呂東壕、黃貞芬、劉安琪(2009)。以Kano二維品質模式應用於線上
購物服務品質之研究。資訊技術與應用學報,1(1),37-45。
江莞兒;鄭英傑(2010)。以kano二維品質模式探討台灣高鐵之服務品質。輔
仁民生學誌,16(2),81-94。

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