我国男性广告的劝说策略研究

发布时间：2018-10-05 06:41

【摘要】：一直以来,女性作为主流消费群体是各大商家的目标人群。而随着经济发展和社会变迁,男性作为新兴的“消费力量”进入商家视野。首先,由于我国男女性别比例失衡,男性为了获得更多异性的青睐,开始重视对自身形象的修饰；其次,随着社会分工再重构,男性的社会角色开始发生变化,越来越多的男性开始承担起家庭采买的工作；最后,开放的社会环境加速了男性追求个性化的步伐。为了更大程度的激发男性消费者购买力,广告主和广告代理商制定了更多针对男性的广告诉求策略。虽然男性消费者与女性消费者在消费行为上有着显著的差别,但以“性别”作为分类要素的“男性广告”还未能引起研究者们的足够重视。本文经过对前人研究成果的梳理和吸纳,对本文中“男性广告”的研究范围做出界定。由于广告的诉求对象与产品的诉求对象并不完全重合,广告中亦存在“劝说”男性为女性购买“女性专用产品”如女性专用化妆品等的现象。消费者的“购买目的”从根本上影响了广告诉求方式的制定,而此类“男性为女性购买女性专用产品”的消费目的与男性购买“自身能够参与使用的产品”时的消费目的差异较大,暂不列入本文的研究范围。所以,本文将研究对象确定为：以男性为诉求对象的非女性专用产品的广告。笔者选择admanGo广告查询系统作为取样范围,以涵盖了12个广告种类的样本选取方法进行样本采集。对2010年1月至2015年1月内的中国大陆广告进行了样本抽样统计和分析。结合广告学和修辞学的劝说策略研究,确认了我国男性广告“气质—逻辑—情感”的劝说策略框架。以数据统计的方法总结我国男性广告劝说策略的框架特点,并对我国男性广告劝说策略框架下的具体表现形式进行文本分析。本文从社会、经济、文化等多方面分析了我国男性广告的劝说策略在实际应用中的缺陷,指出广告同质化现象严重、逻辑建构较弱、气质策略中社会性别压力显著的问题。男性广告劝说策略中出现的缺陷反应了我国男性广告劝说策略中仍存在的问题。为了改善我国男性广告的劝说策略,笔者针对目前男性广告中存在的缺陷提出了优化建议。
[Abstract]:All along, the female as the mainstream consumer group is the target crowd of each big merchant. With economic development and social change, men as a new "consumer power" into the business vision. First of all, because of the imbalance between male and female sex ratio in China, men began to attach importance to the modification of their own image in order to gain more heterosexual favor. Secondly, with the re-reconstruction of social division of labor, male social roles began to change. More and more men begin to take up the job of family buying; finally, the open social environment accelerates the pace of men's pursuit of individualization. In order to increase the purchasing power of male consumers, advertisers and agencies have developed more strategies for men. Although there are significant differences in consumer behavior between male and female consumers, "male advertising", which is classified by gender, has not attracted enough attention from researchers. By combing and absorbing the previous research results, this paper defines the scope of male advertising in this paper. Because the object of appeal of advertisement and the object of appeal of product do not coincide completely, the phenomenon of "persuading" men to buy "special products for women", such as special cosmetics for women, also exists in the advertisement. Consumers'"purpose of purchase" has fundamentally affected the formulation of advertising appeals. However, the consumption purpose of this kind of "men buy women's special products" is quite different from that of men when they buy "products that they can participate in", so they are not included in the research scope of this article for the time being. Therefore, the object of this study is the advertising of non-female products. The author chooses the admanGo advertising query system as the sampling range to collect samples by sample selection method covering 12 kinds of advertisements. From January 2010 to January 2015, samples of Chinese mainland advertisements were collected and analyzed. Based on the research of persuasion strategies in advertising and rhetoric, this paper confirms the persuasion strategy framework of "temperament, logic and emotion" in male advertising in China. This paper summarizes the frame characteristics of male advertising persuasion strategy in China by means of data statistics, and makes a textual analysis of the specific forms of expression under the framework of male advertising persuasion strategy in China. This paper analyzes the defects of the persuasion strategy of male advertising in China from the aspects of society, economy and culture, and points out that the phenomenon of advertising homogeneity is serious, the logical construction is weak, and the social gender pressure is obvious in the temperament strategy. The defects in male persuasion strategies reflect the problems that still exist in male persuasion strategies in China. In order to improve the persuasion strategy of male advertising in our country, the author puts forward some suggestions on the optimization of male advertising.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

【共引文献】