卡通形象在电视广告中的应用研究

发布时间：2018-06-16 06:33

本文选题：卡通形象 + 应用　；参考：《辽宁大学》2015年硕士论文

【摘要】：在当下,卡通形象随处可见,它已融入我们生活中。作为卡通形象代言的电视广告更是数不胜数,卡通形象代言的广告,可以加强产品销售量,因卡通可爱的外形吸引消费者。本论文研究是以在电视广告中的卡通形象进行分析研究。主要分为三大部分,一,提出卡通形象和电视广告概述,卡通形象代言的优势分析;二,卡通形象在电视广告中应用所存在的问题,进行分析和研究;三,借鉴外国卡通形象在电视广告中的成功案例进行分析和研究。该论文应用了文本分析法、文献资料法、问卷调查法等研究方法。卡通形象在电视广告中使用占据一定位置,人们更多使用卡通形象为产品做代言。研究结果表明,卡通形象在电视广告中应用有很多弊端,受众有局限、产品单一化、缺乏安全感等。借鉴外国的卡通形象应用,学习他们成功经验,将产品发展产业化,生产系列相关产品,赋予卡通自身文化内涵,让虚拟卡通变成现实,减少消费者与卡通形象之间的距离感。要在电视广告中占上风,吸引消费者眼球,也要突出画面的视觉冲击力。发挥卡通形象特质,在电视广告中给广告主带来商业价值,增加喜爱卡通人群范围,给广告主节省广告成本,让卡通形象应用能够有更长远的发展。
[Abstract]:At present, the cartoon image is everywhere, it has been integrated into our lives. As a cartoon image of the television advertising is countless, cartoon image endorsements of advertising, can strengthen the sales of products, because of the cute cartoon shape to attract consumers. This thesis is based on the analysis of cartoon characters in TV advertisements. Mainly divided into three parts, first, proposed cartoon image and television advertising overview, cartoon image endorsements advantage analysis; second, cartoon image in television advertising application problems, analysis and research; third, The successful cases of foreign cartoon characters in TV advertising are analyzed and studied. This paper applies the text analysis method, the literature method, the questionnaire method and so on research method. Cartoon characters occupy a certain position in TV advertisements. The results show that there are many disadvantages in the application of cartoon images in TV advertising, such as limited audience, single product, lack of security and so on. Drawing lessons from foreign cartoon image application, learning their successful experience, developing product industrialization, producing series of related products, endowing cartoon with its own cultural connotation, making virtual cartoon become a reality, reducing the distance between consumer and cartoon image. Want to gain the upper hand in TV advertisement, attract consumer eyeball, also want to highlight the visual impact of the picture. It can bring commercial value to advertisers in TV advertisements, increase the range of people who love cartoons, save advertising costs, and make cartoon image applications develop in the long run.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

【相似文献】