奢侈品广告传播的受众认知心理研究

发布时间：2019-03-28 07:45

【摘要】：随着经济的增长，消费社会的到来，人们对于奢侈品怀有的消费热情使奢侈品行业快速的发展。作为经济大国的中国也不例外，各大奢侈品牌纷纷进驻，在全球大概有五分之四的奢侈品牌已在中国进行营销，中国显然已成为奢侈品消费大国，占据了全球差不多七分之一的市场份额。而这个消费市场并没有达到饱和状态，还有很大的消费空间。奢侈品作为超出人类生存发展需要范围的消费品，它的目标受众是少数群体，即社会的财富精英。奢侈品广告针对产品及受众群的特性，将产品与过硬的质量、优秀的设计理念及历史积淀、文化传承联系在一起，来极力彰显产品的尊贵、与众不同之处，创造所要营造的最高境界，使奢侈品的附加价值超越了其本身的实用价值。奢侈品广告虽没有如大众商品广告铺天盖地，到处可见，但是也不再像之前那样让大众难觅踪迹。特别是人们的生活方式、生活态度、消费观念、生活理念以及对美的需求都发生了巨大的变化，这都促使传统的奢侈品广告传播模式发生了变化，而奢侈品广告开始逐渐将受众范围从“小众”扩展为“大众”，为奢侈品的消费提供了的现实的土壤。奢侈品大多都是通过广告的设计来创造品牌文化，由于品牌文化是作为本身实用价值之外的其他价值附加在奢侈品之上的，是从奢侈品这个实物上面上看到不摸不着的，受众也很难体会的到。广告作为奢侈品的传播手段之一，则能够十分鲜明、直接的将奢侈品所指向的某种生活理念或精神价值取向明示出来，让受众受到广告中表达的信息感染，，认同广告中所设计的文化感受，从而使品牌迅速得到他们的认同。无论是传播的内容、传播的效应还是传播的最终目的，奢侈品广告的宗旨其实都是从受众的心理欲求出发以填补受众的个性需求和情感满足来使品牌得到受众的接受、认同并在心理上产生效应。广告传播作为奢侈品品牌传播的方式，深深地影响了受众对奢侈品的感受、认知、需求以及动机等心理活动，奢侈品广告与受众的沟通改变了受众的审美态度、产生了新的生活理念以及丰富了受众的消费生活。奢侈品广告传播的效果与受众认知心理有着密切的联系，受众的认知心理背景、认知心理现象和认知心理效应对传播效果的形成起着重要的制约作用。本文从奢侈品广告的传播为出发点进行研究，以受众认知心理作为研究对象，在消费社会这个大背景下，探讨受众的认知过程，对受众心理特点对奢侈品广告传播认知的影响因素进行分析，从而为奢侈品广告的传播提供有效的借鉴。
[Abstract]:With the growth of economy and the arrival of consumer society, people's enthusiasm for luxury goods makes the luxury goods industry develop rapidly. China, as an economic power, is no exception. Major luxury brands have entered China one after another. About 4/5 of the luxury brands in the world have been marketed in China. Obviously, China has become a major consumer of luxury goods. It accounts for almost 1/7 of the world's market share. And the consumer market has not reached saturation, there is still a lot of space for consumption. Luxury goods as a consumer goods beyond the needs of human survival and development, its target audience is the minority, that is, the wealth elite of the society. According to the characteristics of products and recipients, luxury advertising links products with excellent quality, excellent design concepts, historical accumulation, and cultural heritage, in order to demonstrate the dignity and distinction of the products. Creation to create the highest level, so that the added value of luxury beyond its own practical value. Luxury advertising is not as ubiquitous and ubiquitous as popular advertising, but it is no longer as hard to find as it was before. In particular, great changes have taken place in people's way of life, attitude to life, concept of consumption, concept of life and demand for beauty, all of which have contributed to the change in the traditional mode of advertising for luxury goods. Luxury advertising has gradually expanded the audience from "niche" to "mass", providing a realistic soil for luxury consumption. Luxury goods are mostly designed to create brand culture through advertising, because brand culture is attached to luxury goods as a value other than its own practical value, which can not be seen from the object of luxury goods. The audience is also very difficult to understand. Advertising as one of the means of communication of luxury goods, it can be very clear, directly the luxury goods point to a certain concept of life or spiritual value orientation explicit, so that the audience is infected by the information expressed in the advertisement. Identify with the cultural feelings designed in advertising, so that brands quickly get their identity. Whether it is the content of communication, the effect of communication or the ultimate purpose of communication, the purpose of luxury advertising is actually to fill the audience's individual needs and emotional satisfaction from the psychological desire of the audience, so that the brand can be accepted by the audience. Identify and produce psychological effects. As a way of brand communication of luxury goods, advertising communication has deeply influenced the audience's psychological activities such as feeling, cognition, demand and motivation of luxury goods. The communication between luxury goods advertisement and audience has changed the audience's aesthetic attitude. Produced a new concept of life and enriched the consumer life of the audience. The effect of luxury advertising communication is closely related to the audience's cognitive psychology. The audience's cognitive psychological background, cognitive psychological phenomena and cognitive psychological effects play an important role in restricting the formation of the communication effect. From the point of view of the dissemination of luxury goods advertisements, this paper takes the cognitive psychology of the audience as the research object, and probes into the cognitive process of the audience under the background of the consumer society. This paper analyzes the influencing factors of the audience's psychological characteristics on the communication cognition of luxury goods advertisement, and provides an effective reference for the communication of luxury goods advertisement.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B842.1;F713.8

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