Research About The Effect Of Print Advertisements Picture Elements On Fashion Brand Image

With the increasingly furious market competition, most fashion brands have realized the importance of building successful brand image. Among all brand marketing strategies, advertising is an important way. It brings brand image promotion, expands brand assets and cultivates customer loyalty. It has become a powerful tool for building the brand image. As one of the most important advertising media, print ADs(Advertisements) picture elements and the way of displaying information influence advertising effect. And then, influence the fashion brand image.In the paper, the methods of literature research, case study, interview survey and empirical research are used to get conclusions related to fashion brands when they carry on print ADs marketing strategy.(1)Character image, brand logo and background element all have obvious impact on both dimensions of fashion brand image called brand association and the perception of fashion brand quality.(2)Brand logo has the greatest impact on fashion brand image, background element has larger impact than character image does.(3)Clothing image doesn’t have obvious impact on fashion brand image.