“后性别”社会意识在广告中的表现及传播效果研究

发布时间：2018-06-24 23:37

本文选题：品牌广告 + “后性别”社会意识　；参考：《浙江理工大学》2017年硕士论文

【摘要】：随着社会的发展,广告展现出特别的个性和创新。在达到吸引消费者眼球的目的之后,还不断挖掘流行影像的内在深层意义。广告挖掘利用一切有价值的表现元素来为广告信息传播的效果进行服务,为“后性别”社会意识在广告中的运用增添了更多的可能性,同时也为广告效果的体现创造了机会。本文的研究重点在于对后性别时代的社会意识和广告之间的结合,通过相关文献、资料的整理和分析,结合案例分析法、归纳法等有效的分析方式,对“后性别”社会意识在广告中的作用进行了研究。本文首先通过对性别社会的轨迹发展探究进行梳理,解读性别社会的发展轨迹,阐述性别社会的现状。总结了“后性别”社会意识在广告中的表现方式。阐述“后性别”社会意识中的形象在广告中的特殊性:形象性、时尚性、诱惑性、未来感的特性,阐述了其在广告中的特殊意义;其次,阐述其在当代广告中表现手法、表现类型,围绕广告的视觉语言以及技术特征深入研究。文章结合历史、文化、广告心理等方面知识,通过对“后性别”社会意识在广告中的应用案例进行论述,总结了将后性别符号用于广告中的原因以及其在实践中的表现特点,最后,对“后性别”社会意识用于品牌广告传播效果进行分析,分析“后性别”社会意识的传播环境,总结其中的有利因素和不利因素。从艺术效果、商业效果、情感认知效果和品牌效应分析其传播效果。并对“后性别”社会意识在广告中的发展进行展望。整篇论文以“后性别”社会意识在广告中的应用及传播为中心进行展开,全面、系统地分析探讨了“后性别”社会意识用于品牌广告中的独特个性、应用及传播效果,并就“后性别”社会意识用于品牌广告的未来思索进行探讨。希望本论文能够对这方面的课题有借鉴意义。
[Abstract]:With the development of society, advertising shows special personality and innovation. After achieving the purpose of attracting consumers' attention, it also continuously excavates the deep meaning of popular images. Advertising mining makes use of all valuable performance elements to serve the effect of advertising information dissemination, which adds more possibilities to the use of "post-gender" social consciousness in advertising, and also creates opportunities for the embodiment of advertising effects. The research focus of this paper is on the combination of social consciousness and advertising in the post-gender era, through the collation and analysis of relevant documents, materials, case analysis, induction and other effective analytical methods. This paper studies the role of post-gender social consciousness in advertising. This paper firstly combs the development of the gender society, explains the development track of the gender society, and expounds the current situation of the gender society. This paper summarizes the expression of post-gender social consciousness in advertising. This paper expounds the particularity of the image in the social consciousness of "post gender" in advertising: the characteristics of image, fashion, temptation, sense of the future, and its special significance in advertising. Performance types, around the advertising visual language and technical features in-depth study. Based on the knowledge of history, culture and advertising psychology, this paper discusses the application of "post-gender" social consciousness in advertising, and summarizes the reasons for the use of post-gender symbols in advertising and its characteristics in practice. Finally, the author analyzes the effect of "post gender" social consciousness used in brand advertising, analyzes the communication environment of "post gender" social consciousness, and summarizes the favorable and unfavorable factors. From the artistic effect, the commercial effect, the emotion cognition effect and the brand effect analysis its dissemination effect. The development of post-gender social consciousness in advertising is prospected. The whole thesis focuses on the application and communication of "post-gender" social consciousness in advertising. It comprehensively and systematically analyzes and discusses the unique personality, application and communication effect of "post-gender" social consciousness in brand advertising. It also discusses the future of post-gender social consciousness in brand advertising. I hope this paper can be used for reference in this field.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：C913.68

【相似文献】