廣告存在的目的不僅是傳達商品訊息也是表現商品、品牌、服務的優勢與獨特賣點,面對近今日眾多商品競爭環境下的市場,如何引起目標消費群的購買與注意,廣告策略與創意的價值便是解決問題的主要核心。從廣告策略面開始,瞭解商品背景、目的與面臨的問題障礙等,這些都是廣告必須瞭解與分析的過程,而廣告的創意從策略面的整合透過最適當的表現方式與訴求應用傳播媒體並呈現給消費者。本創作在研究部分上,使用文獻探討,瞭解商品與廣告應用的手法與訴求,透過對聯誼活動個案與廣告的收集整理,將資料整合的部分進行檢驗與分析,最後提出運用情感設計的手法將情緒表現為重點配合廣告故事性的情感連結創作於作品中。本聯誼旅遊主要是運用情感設計中的感性訴求於廣告的設計,最主要呈現的是廣告對上市部分的吸引與好奇,因此將廣告的訊息重點與設計內容結合平面媒體與大眾傳播表現於DM、海報、報紙、雜誌等平面廣告,並規劃三波的宣傳期,將整體從商品開始到傳播給消費者的過程規劃出一套廣告創意策略的實際操作與執行。
Purpose of advertising is convey the message and the performance of product Unique Selling Proposition(USP), how many competitive market causes target consumer group purchase and attention, strategic creativity is the main core. Commodities from a strategic begin to understand the background, purpose and problems obstacles, these are ads must understand and analysis process, creative expression and appeal was integrated and applied media to consumers. Creation literature understand the products and advertising techniques, through friendship activities and advertising cases to integrate inspection and analysis, finally use emotional design expression advertising story of emotional connection. For listing attraction and curiosity, friendship tourism use emotional appeals in advertising design DM, posters, newspapers, magazines, etc., in which advertising messages and design combined with print media and mass communication, and plan three promotional periods. On the whole, this is a complete advertising demonstration planning to spread from commercial advertising to consumers in the process.