An Experimental Study Of Clothing Luxury Brand's Periodical Advertisent Visual Conmmunication Design

Today brand construction has become the main direction of Chinese clothing industry's development. In the process of clothing industry structure upgrading, how to create enterprise's own brand becomes the first problem the clothing enterprises must solve. And advertising is one of the most important solution and strategy to this problem.On the one hand, with a long-term evolution of clothing brand advertising, clothing brand advertisement get more closely with graphic art. Among the media of graphic design, because of its unique graphics and text, the periodical, or called magazine, become one of the medium which consumers and clothing brand most prefer. On the other hand, because China luxury consumption is increasing at an astonishing rate, many international luxury brands have flocked into China and Chinese local luxury brands are also trying to make themselves into international luxury ranks. Therefore, the research selects clothing luxury brands'periodical advertisement, further studies clothing luxury brands'periodical advertisement visual communication design, aim to help clothing luxury brand enterprises find optimization scheme on periodical advertisement visual communication design. This paper conduct the research from such aspects as follows: Firstly, through literature review, this research find print advertisement visual communication component theoretical. On that basis, it establishes the preliminary periodical advertisement visual communication components of clothing brand.Secondly, with method of Delphi and statistical analysis, this paper confirms necessity and description's clarity of the 27 preliminary clothing brand periodical advertisement visual communication components. The paper demonstrates the 27 components are necessary visual communication components of clothing brand periodical advertisement. And also the paper confirms intention of 27 components.Thirdly, the approach of experiment is applied to further study on clothing luxury brand periodical advertising visual communication design. This section has three parts. The first is through method of focus group interview, selecting 45 advertisements which clothing luxury university student consumers most prefer from 231 advertisements collected from Shanghai Library. The second is through questionnaire development and data analysis, getting experiment questionnaire and scale of clothing luxury brand periodical advertisement visual communication design for college student. The third is through experiment in 28 luxury consumers from 4 universities in Shanghai(including two key university and two non-key universities), getting clothing luxury brand periodical advertisement visual communication design factors and factors'ordering; obtain optimization solution by overall assessment of advertising, evaluation of advertising style and evaluation preferences degree of clothing brand advertisement visual communication design.This paper puts forward relatively complete suggestions on current clothing luxury brand periodical advertising visual communication design.