广告宣传中星座文化的应用研究

发布时间：2018-06-03 23:24

本文选题：星座文化 + 广告　；参考：《辽宁大学》2017年硕士论文

【摘要】：20世纪80年代,西方星相学的系统理论知识由港台地区传入我国,经过三十多年的广泛传播以及不断改良,由一种生涩难懂的异域文化逐渐演化成为一种时尚流行文化——星座文化。值得一提的是,此“星座文化”非彼“星座文化”,当下我们所接触的星座文化是一种娱乐性强、话题性强、可适性强的具有中国特色的星座文化。星座文化在我国的传播过程中受到了以网络媒介为代表的多种传播媒介的全面推广,并得到了广大青少年群体的关注和热爱,这一切都彰显了其在市场营销中的价值。在商业利益的驱使下,广大商家和广告从业者也开始将星座文化应用于广告宣传活动之中,以星座文化为创意的广告、商业宣传活动层出不穷。本论文以广告宣传中星座文化的应用为研究对象,运用了广告学和传播学等相关学科的理论知识,以文献研究法、内容分析法以及访谈法为主要研究方法,在系统梳理星座文化在我国不同时期传播状况的基础之上,重点分析了星座文化在广告宣传中的应用现状,并得出了一系列的结论:星座文化在广告宣传中的应用愈发广泛;商家重视程度高,主要集中于饰品、饮食、手机、汽车行业;广告内容娱乐化,偏重感性诉求;媒介投放渠道广,以网络媒体为主;受众接受程度高,尤以年轻女性为主。而后,通过对应用现状的分析发现广告宣传中星座文化的应用存在着一系列的问题,诸如星座文化的滥用、广告内容同质化严重、与广告受众沟通不足等。最后,论文针对广告宣传中星座文化应用的问题提出了相对应的建议,增强星座文化应用的合理性,注重广告内容的差异化,加强与广告受众的互动沟通,以尽可能地提升广告宣传效果。
[Abstract]:In the 1980s, the systematic knowledge of western astrology was introduced into China from Hong Kong and Taiwan. After more than 30 years of extensive dissemination and continuous improvement, From a strange culture which is difficult to understand, it has gradually evolved into a fashion pop culture-constellation culture. It is worth mentioning that this "constellation culture" is not the other "constellation culture", at present the constellation culture we are in contact with is a kind of constellation culture with Chinese characteristics, which has strong entertainment, topic and adaptability. Constellation culture has been popularized in the process of communication in our country by various media represented by network media, and has been paid attention to and loved by the vast number of youth groups, all of which show its value in marketing. Driven by commercial interests, the vast number of businesses and advertising practitioners also began to apply constellation culture to advertising activities, with the constellation culture as the creative advertising, commercial promotion activities emerge in endlessly. This thesis takes the application of constellation culture in advertising as the research object, uses the theory knowledge of advertising and communication, and takes literature research, content analysis and interview as the main research methods. On the basis of systematically combing the communication situation of constellation culture in different periods in our country, this paper emphatically analyzes the current situation of the application of constellation culture in advertising propaganda, and draws a series of conclusions: the application of constellation culture in advertising propaganda is more and more extensive; High degree of attention, mainly focused on jewelry, food, mobile phones, automobile industry; entertainment advertising content, emphasis on emotional appeals; media delivery channels, mainly network media; high acceptance of the audience, especially young women. Then, through the analysis of the current situation of application, we find that there are a series of problems in the application of constellation culture in advertising, such as the abuse of constellation culture, the serious homogeneity of advertising content, and the insufficient communication with the advertising audience. Finally, the paper puts forward corresponding suggestions for the application of constellation culture in advertising, strengthens the rationality of the application of constellation culture, pays attention to the differentiation of advertising content, and strengthens the interactive communication with the advertising audience. In order to improve the effectiveness of advertising as much as possible.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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