中泰影视广告的情感诉求比较研究

发布时间：2018-04-01 00:33

本文选题：泰国广告　切入点：中国广告　出处：《吉林大学》2016年硕士论文

【摘要】：自上个世纪80年代起,泰国受到西方经济、文化的冲击,西方企业及广告公司的进入,给泰国广告业带去了先进的广告理念与制作技术,加之泰国广告从业者对本土民族文化的融入,使得泰国广告独具特色,自1995年其泰国广告在亚洲甚至国际广告节上屡获大奖,广告创作水平获得国际上得广泛认同。相比之下,中国广告数额在2014年已发展至世界第二位,成为名副其实的广告大国,但是在国际广告节上却鲜有获奖成果,广告创作仍处在发展阶段。中国大部分广告仍以功能诉求为主,越来越无法满足受众的需要。本文从情感诉求的角度,对比中泰影视广告的情感诉求方式,研究情感诉求的作用机制。发现泰国影视广告崛起的内在原因,探究情感诉求的运用在泰国影视广告中的作用。本文借用需求理论分析了情感诉求对商品传播的重要作用,并总结前人研究成果,将广告编码与解码过程融合,绘制了影视广告中情感诉求的理论模型,探讨情感诉求与受众生成广告态度、品牌态度的关系。结合我国和泰国近几年来广告中典型的情感诉求广告案例,就中泰两国对情感诉求的认知差异和具体表现差异进行对比,从广告主题、广告创意、广告表现形式、广告策略、广告角色等几方面详细解读,发现我国广告创作中存在的问题并提出相应建议,总结我国影视广告情感诉求的优势与不足希望能对国内情感诉求广告创作及表现提供借鉴和启发。
[Abstract]:Since the 1980s, Thailand has been hit by the western economy and culture, and the entry of western enterprises and advertising agencies has brought advanced advertising ideas and production techniques to the Thai advertising industry. In addition, the integration of Thai advertising practitioners into the local national culture makes Thai advertising unique. Since 1995, its Thai advertisements have won numerous awards at Asian and even international advertising festivals, and the level of advertising creation has gained wide international recognition. By contrast, China's advertising volume has grown to the second largest in the world in 2014, becoming a real advertising power, but few awards have been made at the International Advertising Festival, and advertising creation is still at a stage of development. Most of the ads in China still focus on functional appeal. From the point of view of emotional appeal, this paper compares the emotional appeal way of Sino-Thai film and television advertising, studies the mechanism of emotional appeal, and finds out the internal reasons for the rise of Thailand film and television advertising. This paper uses demand theory to analyze the important role of emotional appeal in commodity communication, and summarizes the previous research results, combining the process of advertising coding and decoding. This paper draws a theoretical model of emotional appeal in film and television advertising, discusses the relationship between emotional appeal and the attitude of the audience to generate advertising and brand attitude, and combines the typical cases of emotional appeal advertising in China and Thailand in recent years. Comparing the cognitive differences and specific performance differences of emotional demands between China and Thailand, from the aspects of advertising theme, advertising creativity, advertising forms, advertising strategies, advertising roles, and so on, This paper finds out the problems existing in the advertisement creation in China and puts forward some corresponding suggestions, and summarizes the advantages and disadvantages of the emotional appeal of the film and television advertisement in our country in the hope that it can provide reference and inspiration for the creation and performance of the emotional appeal advertisement in our country.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8

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