Hakutsuru Sake Of Advertising Design

The subject of this graduation paper is 《The Advertising Design of Hakutsuru Sake》. The online sales and the offline sales are two major methods for HAKUTSURU Sake to sale its products in China. However, in current Chinese market, rarely has a specific advertisement and campaign for HAKUTSURU Sake. The current Hakutsuru Sake advertisement doesn’t works out well and leads to the brand reorganization level stay at a really low level. The author is trying to start a research based on the customers’ experienced marketing theory to finish the design of the advertisement through customers’ emotional feeling and sense judgment. Firstly, the author transits the traditional Ukiyoe factors to be the visual symbols of the modern style design. To make the customers get a thinking level and emotional level agreement. Secondly, through the photography methods to display the specific product design and by using the abstract vector’s graph symbols to explain the application of the Ukiyoe style in modern design.The first part is the market research report: The market research of this paper is mainly focus on the three aspects: document gathering of the different sake brands, customer’s living habits, and the interview of the customers’ shopping style. At first, working on the analysis of the sake brands which are on sales in the current market. Second, through a market research to understand the consuming group’s shopping habits and their shopping preference. At last,gathering the data information of Hakutsuru Sake’s current advertisement and product campaign effects, for providing a fact proofs for this paper work.The second part is the document research report: Through a deep analysis of the customers’ experience marketing theory to state the customers’ consuming psychology and visual needs which is according to the customers’ emotional feeling and sense judgment. Based on the customer analysis, we provide a theoretical basis for this paper to design an advertisement which can get the customers’ preference.The last part is the report of the practical operation: It states the full process of this thesis design. Start from the originality statement of this print ads to the performance and revise of thedetailed design project. It also offers a detailed statement of design development process of the product publicity materials and the derivative products. Meanwhile, the author would also rethink and makes an evaluation this advertisement design according to the design idea and the creation ability.