叶茂中广告观研究

发布时间：2018-08-27 08:22

【摘要】：本文从广告人物的意识形态研究出发,辩证地分析了“观念”、“理念”、“思想”与“意识”的关系,选择了叶茂中广告观的论题。叶茂中是我国知名广告人,成功创造了多个知名品牌,也创作了很多家喻户晓的广告作品,但叶茂中最值得一提的是叶茂中狼性广告观。本文从“学”与“术”结合的角度出发,立足于叶茂中广告观和实践,将其观念系统化梳理,整理出叶茂中广告观的整体框架,全方位的对叶茂中广告观进行论述,强调广告观的“狼性”特点。本文对叶茂中广告观的研究主要采取文献综述法。叶茂中的广告观点散布在多本书籍、杂志、电视节目中,没有专业的研究论文,甚至是广告人物的研究文献都极其缺乏。这也增加了本文的难度。笔者通过对资料的整理,从叶茂中广告观背景研究、叶茂中广告观内容研究和叶茂中广告观辩证分析研究等方面对叶茂中广告观进行全面系统的剖析。首先,叶茂中广告观背景研究。笔者通过对叶茂中广告观形成的PEST环境分析,加以叶茂中个人发展背景的辅助,从宏观和微观层面阐述了叶茂中广告观的形成与发展。除此之外,笔者从叶茂中的广告观发展中,凝练出其备受追捧的原因。其次,叶茂中广告观内容研究。笔者从叶茂中广告观的精神内涵出发,将叶茂中广告观总结为“狼性广告观”,并对其进行了详细的论述。在广告观内容上,笔者从广告传播观(包含了广告功能观)、广告策划观、广告主体观和品牌观四方面对叶茂中广告观进行了综合阐述。最后,叶茂中广告观的评析。笔者通过对叶茂中广告观的内容研究,总结出了叶茂中广告观“奇、俗、准、狠、全、诚、简”的特点,对其“狂奔、创意及偏执”的狼性广告观进行了全面评析,也对其影响和不足提出了辩证的看法。除此之外,笔者对论文中的不足之处进行反思,也确定了继续研究的方向与主题。叶茂中广告观是中国广告人物广告观念的代表,也是中国广告意识形态研究中比较典型的研究个例。希望叶茂中广告观的研究将叶茂中广告观系统化、科学化的总结,并给予中国广告业界以参考,同时为中国广告学界广告人物研究领域增砖添瓦。
[Abstract]:Starting from the study of ideology of advertising characters, this paper dialectically analyzes the relationship between "idea", "thought" and "consciousness", and chooses Ye Mao-zhong 's view of advertising. Ye Mao-zhong is a well-known advertising man in China, who has successfully created many well-known brands and many well-known advertising works, but Ye Mao-zhong is most worthy of mention is Ye Mao-zhong 's advertising concept. From the angle of combination of "study" and "skill", based on the view and practice of Ye Mao Zhong's advertisement, this paper systematically combs its concept, arranges the whole frame of Ye Mao Zhong's advertisement view, and discusses the whole aspect of Ye Mao Zhong's advertisement view. Emphasis on advertising view of "wolf nature" characteristics. This article mainly adopts the literature review method to study the view of advertising in Ye Maozhong. Ye Mao Zhong's advertising ideas are scattered in many books, magazines, TV programs, there is no professional research papers, even advertising characters research literature are extremely scarce. This also increases the difficulty of this article. The author makes a comprehensive and systematic analysis of Ye Mao Zhong's advertising view from the aspects of background research, content research and dialectical analysis of Ye Mao Zhong advertising view through the collation of materials. First of all, the background of Ye Maozhong's advertising view. Based on the analysis of the PEST environment of the formation of Ye Mao Zhong's advertising concept and the assistance of his personal development background, the author expounds the formation and development of Ye Mao Zhong's advertising view from the macro and micro levels. In addition, the author from the development of advertising in Ye Maozhong, condensed out its popular reasons. Secondly, the content of Ye Maozhong's advertising view is studied. Based on the spiritual connotation of Ye Mao Zhong's advertising view, the author summarizes it as wolf nature's advertisement view and discusses it in detail. On the content of advertising view, the author comprehensively expounds Ye Mao Zhong's advertising view from four aspects: advertising communication view (including advertising function view), advertising planning view, advertising subject view and brand view. Finally, Ye Maozhong's view on advertising is analyzed. By studying the content of Ye Mao Zhong's advertising view, the author sums up the characteristics of Ye Mao Zhong's advertising view, which is "strange, vulgar, accurate, ruthless, complete, sincere and simple", and makes a comprehensive evaluation of wolf nature's advertising view of "rush, originality and bigotry". Also put forward the dialectical view to its influence and insufficiency. In addition, the author reflects on the shortcomings of the paper, and determines the direction and theme of further research. Ye Mao-zhong's advertising concept is the representative of Chinese advertising characters and a typical example in the study of Chinese advertising ideology. It is hoped that the study of Ye Maozhong's advertising view will systematize and scientifically summarize it, and give reference to the Chinese advertising industry, and at the same time add bricks and tiles to the research field of advertising figures in Chinese advertising circles.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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