广告时尚性对手机品牌偏好影响探讨

发布时间：2018-03-18 19:16

本文选题：广告时尚性　切入点：品牌偏好　出处：《南京财经大学》2008年硕士论文　论文类型：学位论文

【摘要】： 当今广告传播活动越发表现出时尚性,对时尚的利用和创造是广告传播活动的一个重要手段。商家和广告人青睐广告和时尚的结合,无疑是基于消费者对广告中产品、品牌的认知情况,基于消费者对产品、品牌的偏好态度,以及他们可能采取的购买行动。所以对于广告和时尚结合的内涵,以及其对消费者品牌偏好态度的影响究竟为何的研究是具有十分重要的现实意义的。本文首先梳理了国内外对于时尚研究、广告与时尚研究、品牌偏好研究等相关文献,整理分析了广告时尚性内涵,包括广告时尚性的特征、表现以及二者关系等内容;鉴于广告时尚性在不同的行业对不同的人群有不同的表现,本文选择了手机行业作为实证研究对象,通过文献分析和市场调研结合的方式,得出了广告时尚性在手机行业是通过品牌特性、广告表现形式和意识形态的时尚性表现来影响消费者品牌偏好的。本文得出的主要结论是:广告基于消费者求新求变、在追求社会认同的趋势下寻求差异化等心理需求,与时尚巧妙地结合在一起,使广告具有时尚性的内涵。广告时尚性表现为品牌特性时尚性、广告表现形式时尚性和广告意识形态的时尚性。对于手机广告来说,广告时尚性对于消费者品牌偏好的正面影响是比较大的;对消费者品牌偏好影响最重要的是功能、外观等品牌特性的时尚性,其次为广告表现形式和广告意识形态,而品牌特性、广告的意识形态也是通过广告表现形式传达给受众的,所以广告表现形式是影响消费者态度的非常直观的重要的因素。本文将广告与时尚间的联系作了较为系统的整理,探索性地分析了广告时尚性对品牌偏好的影响,对于广告人和营销者都具有一定的参考价值。
[Abstract]:Nowadays, advertising communication activities are more and more fashionable, the use and creation of fashion is an important means of advertising communication activities. The combination of advertising and fashion favored by merchants and advertisers is undoubtedly based on the consumer's view of the products in the advertisements. Brand awareness, based on consumers' preference for the product, brand, and the purchase action they might take. So the meaning of the combination of advertising and fashion, The research on the influence of brand preference attitude on consumer brand is of great practical significance. This paper first combs the domestic and foreign related literature for fashion research, advertising and fashion research, brand preference research and other related literature, collate and analyze the connotation of advertising fashion, including the characteristics of advertising fashion, performance and the relationship between the two. In view of the different performance of advertising fashion to different people in different industries, this paper chooses the mobile phone industry as the empirical research object, through the combination of literature analysis and market research, It is concluded that advertising fashion affects consumer brand preference through brand characteristics, advertising forms and ideological fashion performance in the mobile phone industry. The main conclusions of this paper are as follows: advertising is based on the psychological needs of consumers seeking new and changing, seeking differentiation under the trend of seeking social identity, and combining with fashion skillfully. Advertising fashion has the connotation of fashion. Advertising fashion is characterized by brand fashion, advertising style fashion and advertising ideology. The positive influence of advertising fashion on consumer brand preference is relatively large, and the most important influence on consumer brand preference is the fashion of brand characteristics such as function and appearance, followed by advertising expression form and advertising ideology. And the brand characteristics, the ideology of advertising are also conveyed to the audience through the form of advertising expression. Therefore, the form of advertising is a very intuitive and important factor that affects consumer attitude. This paper makes a systematic arrangement of the relationship between advertising and fashion, and analyzes the influence of advertising fashion on brand preference. For advertisers and marketers have a certain reference value.
【学位授予单位】：南京财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

【引证文献】